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Readers, Chrysler, and Dodge

by David Zatz on

We showed some time ago that Allpar readers tend to have more favorable opinions of Chrysler and Fiat brands than the general public. Even so, we were curious to see how readers felt about Chrysler and Dodge, comparing them to Buick and Chevrolet as a sort of control.

We used the same set of “which words are related to…” options for the Chrysler, Dodge, and Buick brands.  You can see in the chart above that most Allpar readers hit the desired elements for Chrysler. This is likely the view taken by brand leaders, as well. There is still a decent percentage of people selecting negative images — poor quality, failure, and cheap.

Moving on to Dodge, we see a stronger case for success, and about the same figures for quality (high and low). There are fewer ratings of upscale, as one would expect, and also fewer for failure.

How about Buick? The primary number is “upscale,” fitting Buick’s new image goal.  That’s at 45%, vs 29% for Chrysler, which makes sense, since GM isn’t mincing words about where they want Buick to be or trying to make it fill Chevrolet’s shoes at the same time.

Allpar readers did not rate Buick’s quality quite so well — or so poorly. Both “high” and “low” quality ratings were less likely to be chosen, possibly because many have no real experience with Buick. It was also more likely to be associated with “failure” by readers.

We then asked if people would consider buying various cars. 45% would absolutely consider a Chrysler, and 46% would absolutely consider a Dodge, which is good overall albeit maybe not as high as one would like on a Chrysler site.  With Chevrolet, 37% chose “absolutely not” and just 8% picked “absolutely yes.”

If we combine the “4” and “5” ratings, we find 66% of our own readers would consider a Chrysler and 70% would consider a Dodge.

As for any thoughts of dredging Maxwell out to replace Plymouth — keeping in mind that Maxwell is the name of the company that produced the first Chrysler, and that Plymouth was essentially an improved Maxwell — they’re pretty much dead when you see 73% saying “definitely not.” We didn’t even bother showing the results.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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