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Notes -
I've been thinking recently about the stickiness of reputations among brands, and about whether it's something that companies really have the power to shift or not.
Here's the specific example in my mind. You know how, if you browse the Internet for many years, you'll see certain apparently-organic consensus points occur again and again? Reddit is especially known for this, but it happens elsewhere too. Well, in all my years online, the one I've seen the most often, in the most places, is:
A. Cars are mentioned. B. "Get a Toyota or Honda. Those are the best cars."
The corollary of this line of thinking is: "(Not-Toyota/Not-Honda) is junk." I've probably seen this statement about every manufacturer, but it's most commonly applied to the cars of the former Fiat-Chrysler group, including Fiat itself and Dodge. Ford, GM, and Nissan also get it a lot.
I've driven many Toyotas and Hondas. They are indeed very good cars. I have nothing to say against them. However - based on modern manufacturing technology, on any given metric, how much better are they likely to be than the equivalent car by Subaru? Or even Chevrolet or Dodge? What's the base rate of mechanical failure across these marques? Does anyone know? More to the point - is anyone looking? I would imagine they are not at all, based on typical shopper behavior. I think they mostly go by reputation.
What I find interesting is that in some cases, reputations created long ago stick around forever; and in some cases they don't. For example with Dodge, I'm specifically aware of a big problem they had with a 2.7 L V6 in the '90s which had big sludging problems and hence an elevated rate of engine failure. Prior to that, as I understand it, their main reputation was making fairly staid, uninteresting, but fine commuter cars like the Plymouth Sundance, Dodge Aries and so on. They also made a nice line of minivans. Anyway - at least since the 2.7 L V6 problem, I feel like, subjectively, people no longer trust them; and may never trust them again. Say that Consumer Reports announced that a hypothetical 2025 Dodge Journey was the best in its segment for reliability and features. Would you even consider looking at one?
Conversely, some companies like Audi (the sudden unintended acceleration debacle) and Subaru (head gasket failures) seem to have mostly shaken off their negative reputations; at least, I don't see them taking serious stick online over those things, and the products sell as well as anything else.
Is this just locked in now? Even if Toyota and Honda just made 50th-percentile-reliable cars from now on, would anyone ever notice? If the best car you could possibly get at a given price point was actually a Volkswagen or a Volvo, and remained that way for a decade, how long would it take for sales figures to change? How long would it take for me to stop seeing "get a Toyota or Honda" in every /r/personalfinance thread about cars?
N.B. I'm not car shopping right now. In the past, if I talk about this topic online, people will genuinely reply, "Just get a Toyota or Honda, man," as if that's what I were asking about. I'm not getting anything any time soon. My current car is fine.
Even after 65 years, Edsel still has the connotation of "lemon".
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