Back in mid-March BrandIndex reported that the General Motors crisis was proving to be nowhere near as severe as Toyota’s recall crisis of 2010. Four weeks later; another 824,000 vehicles have been recalled, General Motors CEO Mary Barra was required to speak to Congress, and her lukewarm performance parodied by Saturday Night Live.
General Motors hasn’t suffered anything like the precipitous drop in perception experienced by Toyota – but as the weeks go by their scores continue downwards, and their consumer perception is now negative and low.
Toyota’s downfall was swift and harsh; they lost a calamitous 96 Buzz points over a 35 day period. General Motors crisis has been slower to manifest and the metrics are still less severe. However, the length and severity of the drop in consumer perception could have long term impact on the brand. GM has dropped 41 points in 60 days to a current Buzz score of -32.
As already reported it took Toyota approximately 664 days (nearly two years), to recover from its recall crisis. GM is showing no signs of recovery so far.
GM and Toyota were measured using YouGov BrandIndex’s Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?". All respondents were age 18 and over.
YouGov BrandIndex’s Buzz scores range from 100 to -100 and compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.