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