Japanese Brands Dominate YouGov’s Auto Rankings In Thailand, Toyota Tops Charts

Are you surprised by the results?

Gerald Yuen

25 Apr 2023

New data from YouGov identifies the brands which Thai residents perceive as having the best overall brand health.

Toyota has been recognised as the best-ranked brand in the YouGov Auto Rankings 2023 in Thailand, topping for the third year running with a score of 43.5 points. The brand also topped the Global Rankings, indicating that it not only enjoys the highest overall brand health among Thai residents but people all around the world.

YouGov BrandIndex measures the public’s perception of thousands of brands across the world on a daily basis. The brand rankings were compiled using Index scores, a measure of overall brand health calculated by taking the average perception of Impression, Quality, Value, Satisfaction, Recommend, and Reputation over a period of 12 months.

Honda came in second (36.2 points) as it also did in the previous year’s rankings. The third place was taken by German manufacturer BMW (27.0), followed by Japanese manufacturer Isuzu in fourth (26.0). Mercedes-Benz rounded off the top five with a score of 22.2.

Nissan and Mazda moved up one and two places each, to come sixth (20.2) and seventh (19.8), respectively, in this year’s rankings.

If you’re based in Singapore, the results might come as a surprise. But we reckon that’s what our country’s vehicle taxation structures (Eg: COE, ARF etc..) does to skew perceptions - the urge to lean towards more premium (Eg: German) brands makes more sense from a value proposition standpoint, even more so when Cat A premium has peaked at six figures. This makes a S$215,000 Toyota Corolla Altis less bang for buck than say, a S$225,000 Mercedes-Benz A-Class sedan, however ridiculous it may sound.

YouGov BrandIndex has also released the “most improved” brands of the past year. This was topped by Volvo, which also featured in the top ten rankings this year, with an improved score of +2.3 points.

Ford was the next most improved brand, with a change in score of +1.7 points, followed by Jeep and Peugeot, which saw boosts of +1.4 and +1.2 points respectively. Land Rover rounded off the top five with an increased score of +1.1 points.

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