| If you asked Americans to name the auto brands | | | | 11. Saab |
| they'd most aspire to own someday, European | | | | 12. Volkswagen (Land Rover was number |
| nameplates would rate high on that list, especially in | | | | eighteen)Most of us would probably be surprised to |
| the used car department at dealerships like Hoffman | | | | hear that all nine European nameplates combined |
| Estates Used Cars. Despite the recent high end gains | | | | accounted for only 6.9 percent of U.S. car sales in |
| by the Japanese, the luxury car heritage associated | | | | 2002. But of course, exclusivity breeds cachet. If |
| with nameplates like BMW and Mercedes Benz gives | | | | everyone drove them, they wouldn't be considered |
| those brands a permanent "cachet halo" among U.S. | | | | so special. This is even true of used cars, as recently |
| consumers.This was illustrated dramatically in the 2001 | | | | noted by hoffman estates used cars |
| Vehicle Quality Study conducted by J.D. Power. | | | | dealership.Likewise, if we were asked to name the |
| Respondents were asked to rate their feelings about | | | | auto brands with the highest dependability ratings, |
| the "overall image" of 34 brands on a scale from 1 | | | | many of those European nameplates would be |
| ("Unacceptable") to 10 ("Outstanding"). J.D. Power | | | | among the first few mentioned. And most of us |
| then ranked each nameplate based on the | | | | would be surprised to learn that few Europeans are |
| percentage of respondents rating a brand 9 or 10. | | | | among the quality leaders today. But perception |
| The European brands captured eight of the top | | | | hasn't caught up with reality on these brands. They |
| twelve "image" positions:1. Mercedes-Benz | | | | still retain their strong positive images, built over |
| 2. BMW | | | | many decades. As a result, compared to the |
| 3. Lexus | | | | domestic nameplates, the Europeans typically sell for |
| 4. Porsche | | | | higher prices, need fewer incentives, and retain their |
| 5. Jaguar | | | | value better as used vehicles at dealerships all over |
| 6. Volvo | | | | the country including hoffman estates used cars.As |
| 7. Acura | | | | with the Japanese, there are a few tiers of European |
| 8. Audi | | | | competitors, based on sales volumes and market |
| 9. Cadillac | | | | strength. |
| 10. Lincoln | | | | |