General Motors is currently dealing with some controversy over a delayed recall of some of its vehicles. Safety is an extremely important issue for many car buyers, and this controversy could impact GM’s standing with some customers if not handled correctly. But just how much do safety issues and recalls impact consumer opinions?
In Ask Your Target Market’s latest survey, 74% of respondents said that they currently own or lease a vehicle. Of those respondents, 29% said that safety is the single most important factor when it comes to choosing a vehicle. 57% said they consider vehicle safety to be very important. 12% consider safety to be somewhat important. And just 2% of vehicle owners don’t consider safety to be an important factor when considering a new vehicle purchase.
This latest GM recall is not the first and certainly won’t be the last for major auto manufacturers. Most recalls are for minor issues and don’t cause large safety concerns if dealt with in a timely manner. Of the 86% of respondents who have ever owned a vehicle, 10% said they have had multiple vehicles recalled by the manufacturer. 18% said they have experienced a vehicle recall once. And 71% of vehicle owners have never experienced a recall.
So do these recalls actually impact consumer opinions? 16% of overall respondents said that auto recalls have a big negative impact on their perception of the company. 40% said that auto recalls can somewhat impact their opinion of the company. 37% said auto recalls don’t have a big impact on their brand perception. And 7% said recalls don’t impact their opinions at all. Those who have experienced a recall at some point were just 2% more likely to say that a recall can have a negative impact on their brand perception.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on April 1 via AYTM’s online survey panel.