Poll: Americans Favor Japanese Autos

(CBS/AP)  Americans have a bias against cars made by U.S. automakers, but an AP-AOL Autos poll found flickers of loyalty that could offer hope for an industry struggling to survive.

The problem for Detroit is changing perceptions that often don't match reality.

Those questioned in the survey said they have more faith in Japanese-made cars than in vehicles produced by Detroit's Big Three. But General Motors Corp., Ford Motor Co. and the Chrysler Group are going back to the future in their uphill effort to again inspire consumer loyalty and regain market share.

What is the American auto industry doing to reclaim its evaporating support?

The industry is returning to the types of autos that gave it a sense of "swagger and attitude in the 1960s," said John Wolkonowicz, an auto industry analyst. Many of those cars will be on display in Detroit over the next two weeks during the North American International Auto Show.

This 100th auto show is all about technology, reports

CBS News correspondent Anthony Mason (video)

. Ford has paired up with Microsoft to introduce "sync" — a console that allows you to use your iPod or cell phone with the car's controls.

GM unveiled the Chevy "Volt," a prototype for a battery-powered "electric" hybrid, more advanced than anything on the road. Too bad the lithium ion battery is too expensive to produce yet.

"It's not going to happen tomorrow but we think it's doable," said GM CEO Rick Waggoner.

"How soon are we talking?" asked Mason.

"I think a matter of a few years," replied Waggoner.

The pressure is on for American automakers, because Toyota is in their rearview mirror.

"They're tearing their hair out," said Wolkonowicz, who works at Global Insight, an economic research and consulting company. "It's more of a problem of perception than reality. The problem started in the late 1960s and early 1970s."

Back then, a teenager's first set of wheels probably was something like a 10-year-old American-made car, with all the attendant problems. The replacement might have been a new Japanese compact, a more reliable performer with better gas mileage.

As the Japanese began offering luxury models, that brand loyalty grew stronger. Also, European-made cars became more popular as consumers looked to drive something distinct from their parents' vehicles.

"Toyota only has three brands and they are likely to be the largest car company in the world with those three brands, and to be the second largest car company in America this year, surpassing Ford," Car and Driver's Csaba Csere told Mason.

In the poll, 44 percent said Japan makes the best autos, 29 percent said the United States and 15 percent said Germany. Asked what car manufacturer makes the best autos, 25 percent said Toyota, 21 percent said General Motors and 17 percent said Honda.

"The best cars are made in Japan or maybe a BMW from Germany," said Pat Goeglein, 51, who lives near Los Angeles and works in real estate. "Those cars last forever. I have to get economy out of my cars."

While the public perceives that Japan makes the best cars, several poll findings could offer encouragement for U.S. automakers.

• Only 17 percent of current or potential car owners in the poll say they prefer to buy foreign cars. Also, 39 percent said they prefer to buy American cars and 44 percent said it makes no difference.
  
  
• Support for buying American cars increases with age, but six in 10 of those 30 or younger said they were open to buying foreign cars or American cars. That suggests they may be receptive to efforts of American automakers to win them over.
  
  
• Eighty-five percent of foreign car owners said they were very satisfied with their cars, while eight in 10 owners of American cars were very satisfied.

Auto industry analysts say many people have the perception that cars made overseas are built better than American cars. But the performance of American-made cars is now actually very close to those made in Japan and higher than many cars made in Europe, they said. Foreign cars do have an advantage in resale value, however.

The domestic industry is trying to bring consumers into showrooms to look for something other than trucks, offering traditional cars like the Ford Mustang and introducing muscular new models of the Chevy Malibu and a concept car that could serve as a replacement for the popular Chrysler 300.

American automakers got off to a good start this year when the Saturn Aura and Chevrolet Silverado, both General Motors Corp. products, were chosen as the 2007 car and truck of the year at the North American International Auto Show over the weekend.

For the past decade or so, American automakers have tried to win back car buyers who purchase gas-efficient imports, industry analysts said, but that effort has met with limited success.

American models are getting more gas-efficient, analysts say, and prices for regular gas have dipped from their average $3-per-gallon price last summer.

But the biggest audience for American-made cars and trucks may be the blue-collar population, analysts said.

The poll found that 51 percent of those with a high school education or less preferred American-made motor vehicles, while 31 percent with a college degree felt that way. Younger people and those with less education were also most interested in more traditional or "retro" cars.

The share of autos sold in the U.S. by the Big Three has dropped sharply in recent years. General Motors and Ford have cut their labor force and related costs to be more competitive, and the Chrysler Group of Daimler Chrysler is likely to make similar moves.

George Maglione, an auto industry analyst, said the Big Three's share of the market has dropped from seven in 10 sold in 1998 to just over half sold in 2006.

That dropping share has accelerated as older people, the generation most loyal to American cars, have aged and left the buying market.

That has made it critical that American automakers win over young adults, who are just starting to build their loyalties.

Leticia Bowlin, a 29-year-old mother from Sanford, Fla., said she makes her choice on what car to make based on its ratings and safety features.

"I don't have a preference based on the country," she said.

Features such as side air bags and antilock braking systems were the options people most wanted, while onboard navigation systems interested them the most, according to the telephone poll of 1,004 adults conducted Dec. 19-21. The margin of sampling error was plus or minus 3 percentage points.

[ndg1979]

emagineChild has got it right, but didn't elaborate enough. Then I read about GM producing the "Volt", an electric hybrid vehicle. GM had this opportunity before in producing the EV-1, the world's first fully electric vehicle that could be easily mass produced. Yet, GM fought a legal battle against its own product and won. Had this car made it to dealer lots, it would have set GM apart for years and set the standard for a "GREEN" car.

Many like Chrysler are now enjoying profits thanks to a return to their performance roots - hence the Dodge Charger. However, none is producing anything exceptional yet and that is where the opportunity is. GM, if you build the EV-1, you will again be #1.

[kphx]

Well the American Auto makers work under the concept of Planned Obsolescence. The product needs to become unusable after a certain time, so they can sell new products.

The American public are slowly being introduced to concepts that exist outside US. Make a product as relaible as possible and stretch the life of the product as much as possible. Well Planned Obsolescence does not work in a global economy and the American Automakers are slowly waking up.

[cgweaver_nm]

In comparison to the Germans and Japanese (and soon to be the Koreans), American cars (with a few notable exceptions) fall short. Actually, I'm surprised that the big three have survived as long as they have with their horrendous overhead and marginal-quality product. Partially to blame are the unions, with their 'entitlement' mentality; they have priced themselves out of a job. At the same time, management at the big three have taken the American buying public for granted and now they're getting their wakeup call - mediocre products do not sell when there are competitively priced, high-quality alternatives. If the day ever comes when a US automaker produces a car that's on a par with Germany or Japan and offers the same level of engineering, performance, durability, and overall quality, I'll buy it, but not until then.

[three-o-six]

I had a mitsibishi pickup go south on me after three years, A couple of years ago I baught a Subaru and burnt through three engines in less than a year. I am now driving a Hyundia Tuscon.
At least I have a 10 Year 100,000 mile warenty - but so far the tucson has bee a sweet car.
I am finished with Japanese -- give me korean

[plsthink]

I grew up with Ford cars in our family, and I finally received my own Mustang after high school. Brand new, top of the line in the lot, but less than one year the ac, wipers, water pump, stereo, door locks, and brakes broke. The I bought a beat up, used Honda Civic that lasted over 8 yrs. I now have Toyotas, Infiniti, and Hondas to drive.

[djberson]

I really think there is a holdover attitude from Detroits dark days about 20 years ago that makes people think American cars are junk. I bought a five year old Pontiac Bonneville with high miles over a year ago. It hasn't cost me a dollar in maintenance other than routine stuff like oil changes. It is also fast/fun to drive, has lots of safety features and niceties... many more than comparable imports I looked at. And it has much nicer styling than the other jellybean cars. I am nothing but happy with it.

[emaginechild]

The truth is easier to swallow than previously thought. I highly recommend "Who Killed the Electric Car?" for anyone who really wants to know what's going on. It goes much deeper than you think.

All my best~

[three-o-six]

Now - to Motorcycles
I have owned 3 Harley Davidsons - I got tired of spending more time working on them than riding them -- My last 4 bikes have been Hondas and I will never go back

[bluestardad]

In 1975 I bought a brand new Ford F100 and the needle and seat fuel float was not connected. It would stop if the gas tank was full when the needle got stuck. The dealer kept telling me it was the gas I was putting in it. Finally I got rid of it. I have not bought an American Made Car to drive since only Nissan and Toyota and I love them! I did how ever restore a classic Corvette.

[ghggg]

Well, this is what happens when you have workers who don't take a sense of pride in their work. If it's a quarter to five and there's a task to do on a car in an American factor that will take twenty minutes, these union workers WON'T DO IT and would rather the car roll off the lot with a bolt that's not tightened to spec. Also, when you have 'leaders' that allow this unfair trade agreement where they can sell their cars here but we can't sell ours there, what do you expect? Personally, I'd rather stick to American cars. The parts are much easier to find.