Welcome to Day 5 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Toyota?
Reliable: 95.7%
How would you describe the "typical" customer of Toyota?
"A practical, family-minded buyer who values reliability, resale value, and low maintenance costs—often suburban, middle-aged, and looking for sensible transportation."
"Someone who wants a dependable, no‑nonsense car for daily life — families, workers, people who need something that lasts and doesn't cost much to keep running."
"Someone practical who wants a dependable car that won’t give them trouble — usually budget-conscious, maybe a family person or someone who needs a daily driver for work and school."
If you could rename Toyota to describe what they actually are, what would you call it?
"Dependable Motors" (674 mentions)
"Reliable Motors" (144 mentions)
Describe Toyota in exactly three words.
Reliable (926)
Practical (909)
Durable (309)
If you could fire the CEO of Toyota, would you?
No: 100.0%
If you met the CEO of Toyota, what is the first question you would ask them?
"How will you keep cars affordable and reliable for everyday families like mine?"
Have recent news stories regarding the company's leadership made you more or less likely to recommend us? No: No: 98.1%
Yes: 1.9%
Please explain your answer:
"I don't follow leadership stories closely; what matters to me is the cars' reliability, safety, and service at the dealership rather than headlines about executives."
"I don't follow leadership stories closely; I judge the company by how long the cars last and how easy and cheap they are to maintain."
"I don’t follow leadership news closely — I care more about how the cars run and how the company treats customers. Unless the stories affect safety or service, they don’t change my recommendation much."
What is the maximum price (in dollars) you would pay for a Toyota before walking away?
$30,000: 22.7%
$25,000: 18.8%
$35,000: 15.3%
$20,000: 13.0%
$15,000: 5.9%
$40,000: 4.1%
$8,000: 3.7%
$45,000: 2.9%
How long do you expect a Toyota product to last?
15 Years: 43.6%
12 Years: 28.7%
10 Years: 27.7%
If you could change one thing about the product, what would it be?
"Lower maintenance costs and cheaper replacement parts."
"Better fuel economy and lower maintenance costs."
What is the one thing we could add to this product that would make it worth double the current price to you?
"A lifetime bumper-to-bumper warranty with free scheduled maintenance and roadside assistance."
Who is the biggest threat to Toyota?
"Tesla"
What is the best alternative to Toyota?
"Honda"
"Ford"
"Subaru"
Why haven’t you switched to a competitor yet?
"I'm satisfied with Toyota's reliability, resale value, and dealer network, so there's little incentive to switch."
"Toyota meets my needs, has a good reputation and resale value, and I trust their reliability—so I haven't needed to switch."
"Toyota has a long record of reliability, a wide dealer/service network, and good resale value — I stick with what works and is easy to maintain."
On a scale of 0-10, how much do you trust Toyota?
Average Score: 7.64
Do you think Toyota’s best days are ahead of it or behind it?
Ahead: 100.0%
If Toyota went out of business tomorrow, would you care?
Yes: 68.6%
No: 31.4%
Has your opinion of Toyota improved or worsened in the last 12 months?
No: 97.8%
Yes: 2.2%
Does Toyota actually care about its customers?
Yes: 99.9%
No: 0.1%
Do you know the name of Toyota’s CEO?
No: 99.3%
Yes: 0.7%
Does the CEO’s public behavior make you less likely to buy from Toyota?
No: 100.0%
Do you think the leadership at Toyota is competent?
Yes: 100.0%
Do you think the CEO uses their own product?
Yes: 99.4%
No: 0.6%
Would you buy a Toyota if it wasn't on sale?
Yes: 96.2%
No: 3.8%
Is Toyota worth the money?
Yes: 100.0%
If Toyota raised its prices by 10%, would you still buy it?
Yes: 64.1%
No: 35.9%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale) Score 2: 62.7%
Score 3: 22.5%
Score 4: 14.8%
Average Score: 2.52
Has the quality of Toyota declined recently?
No: 100.0%
Is Toyota too "woke"?
No: 100.0%
Do Toyota’s values align with your own?
Yes: 79.2%
No: 20.8%
Are you loyal to Toyota because you like it, or because you’re stuck?
Like it: 99.4%
Not loyal: 0.5%
Stuck: 0.1%
Do you think Toyota will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Toyota in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Score 1: 7.2%
Score 2: 66.0%
Score 3: 25.6%
Score 4: 1.2%
Average Score: 2.21
See you tomorrow for Day 6!
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