The value of a brand is determined by both brand loyalty and the percentage of the original MSRP (Manufactuee Suggested Retail Price) the brand (and or vehicle) will be worth after three years, which is also known as residual value.The chart is divided into four quadrants: Up and Coming Brands, Proven Brands, Struggling Brands and Non-Full Line/Truck Brands. This study was commissioned by The Wall Street Journal.
While analyzing this chart, there are a few things to take note of is that an individual model may rate higher or lower than a particular brand in a quadrant. Also a brand that is in the Proven quadrant doesen't necessarily mean that it ranks high in the overall quality, where as a brand in the Struggling quadrant may have some models within the brand that offer above average overall quality.
Honda and Lexus are the gold standards for the industry, according to the data provide by ALG. Both brands are in the Proven quadrant. Consumers trading-in vehicles in the Proven quadrant after three years, should expect to receive an above average trade-in value, as opposed to the brands in the other quadrants. Furthermore, consumer who lease a vehicle from the Proven quadrant should offer lower lease payments than its competitors, too.
Moreover, brands in the Non-Full Line quadrant like Chevy, Porsche and Jaguar have a high loyalty rate, but a low resale value. Brands in this quadrant are working to increase their resale value by reducing the size of the incentives (cash rebates, dealer cash), controlling the inventory mix by only building what consumers are willing to buy and by reducing the number of vehicles that go to the rental car fleet. All of these factors help to increase the overall value of the vehicle.
Ironically, the Up And Coming brands like Hyundai, Audi and Scion have high resale value, but a low loyalty rate, which means these automakers have an uphill battle in encouraging consumers to buy another vehicle from them.
And as I far as struggling brands, there is no where to go but up. Each of these brands are working on increasing both resale and loyalty.
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