For Consumers, Quality Trumps Brand

Washington DC February 6, 2007; The AIADA newsletter reported that judging from the disparate vehicles on the latest quarterly ranking of the top 10 cars and trucks for which ForbesAutos.com users request price quotes, brand perceptions may not be of as much concern to car buyers as they once were.

MSNBC reports that consumers consider quality their primary decision making factor when buying a car, and have little loyalty to any one automaker.

In other words, a well-built and well-executed car or truck will find its audience in today's market. The Toyota Highlander Hybrid ranks fourth on the list and the recently released Toyota Camry Hybrid placed ninth.

The Lincoln MKZ made the largest move of any of the top 10 vehicles, climbing from 19th place in the third quarter to a tie for No. 2.

The Ford Mustang dropped the most places of any vehicle currently in the top 10. It plummeted from first place in the third quarter 2006 to the 10th spot in the fourth quarter.

The Toyota Highlander Hybrid (fourth place, up from a tie for 15th), and the Toyota FJ Cruiser (tied for second, up from 11th) were the other biggest movers on the list.