There are a lot of factors that go into purchasing a car, but sometimes the element that carries the most weight is a recommendation from others. To quantify this, the Boston Consulting Group recently released its Brand Advocacy Index, which measures how word-of-mouth recommendations affect product sales.
"Consumers are positively recommending the most recommended brands to their friends, family and coworkers - often spontaneously and even when they are not customers of the brand," said Steve Knox, co-author of the report. "Their strong financial results show the power of advocacy to drive top-line growth."
The latest index found three auto brands that stood out among the rest. In the U.S., Honda, Hyundai and Kia were all recognized as top brands that receive strong word-of-mouth recommendations. In fact, about 63 percent of brand owners advocated for each of the three automakers, compared to the average of about 50 percent for the rest of the auto industry.
Honda, Hyundai and Kia were recommended based on excellent performance and vehicle maintenance. Drivers were impressed with affordable costs and high value, which then led to motorists spreading the word about the brands to friends and family.