More bad news for the Big 3: Import automakers are pleasing mainstream truck buyers, a new survey suggests.
Strategic Vision Inc., a consulting company in San Diego, released its annual Total Quality Study Monday, June 19. Japanese car companies lead the consumer survey in six mainline truck segments: minivans, compact pickups, large pickups, medium SUVs, near-luxury SUV and large SUVs.
U.S. automakers long have had an advantage over their import competitors in selling trucks. But the new study suggests that margin has eroded.
"Imports are really solidifying their position with trucks," says Daniel Gorrell, the company's automotive vice president. "This has been Detroit's strong suit."
Strategic Vision polled by mail 29,000 consumers who bought a new vehicle last October or November.
The survey sought buyers' perceptions about the vehicles' reliability after three months of ownership. The survey also uses other factors to determine its rankings, such as styling.
The truck segment winners in the study are the Honda Odyssey, Honda Ridgeline, Toyota 4Runner, Toyota Tacoma, Lexus RX 350/400h and Nissan Armada.