Brand Origin Study: Lexus is American, Saab’s German and Hyundai’s Japanese!

Brand what? Listen to this; according to Anderson Analytics latest brand origin study that sampled 1,000 US College students at over 375 US universities during the fall 2006 semester, 33.7% of the participants believed that Lexus is an American firm while 55,7% said that Hyundai’s Japanese. Forty-nine percent thought Swedish carmaker Volvo to be German while 58.4% said Land Rover is an American company. Saab, Swedish? Yeah right. 40.4% mistakenly thought that it’s a German car manufacture!

"For the most part, this next generation of educated American consumers either have no clue where the brands they use come from or simply assume everything comes from the United States, Japan or Germany," said Tom H. C. Anderson, Managing Partner, Anderson Analytics.

According to Anderson, while students’ ignorance for brand origin may a bliss in some cases –eg. most believe that Motorola is Japanese (…), country of origin plays an important part in making luxury goods and automobiles more exclusive and exotic. And vice-versa, may we add as Hyundai proves. From the 246 people who said Hyundai’s was Korean, just 42% of them thought Korea makes good products while 85% of them said Japan makes good products. From the 589 students who wrongly believed Hyundai’s Japanese, 83% of them believe that Japan makes great products while only 38% think Korean products are good. Go figure… Via: Anderson Analytics