Market Shifts and Brand Confidence: 2022 Automotive Brand Perception in North America

Market shifts show brand visibility changing across regions

This year, European, Japanese, and even Korean car brands stepped back from the market in several regions. With their exit, conventional image campaigns diminished, while Chinese manufacturers intensified activities across all segments. In a short span, brand perception could hardly be said to have shifted dramatically, yet the trend is unmistakable and tracked by Romir researchers.

Brand visibility in 2022

New data from the annual brand visibility index reveals a dip in recognition for European and Japanese names versus the previous year, while domestic stalwart Lada briefly ascended to the top. Toyota, BMW, Audi, and Nissan continue to rank among the top five, yet their momentum shows signs of slowing. Meanwhile, Chinese entrants like Changan, Haval, Geely, and Chery posted notable gains, signaling a reshaping of the competitive landscape.

Confidence in car brands

The confidence index mirrors the same dynamic. The leading echelon remains populated by Toyota, Audi, Volkswagen, BMW, and Mercedes-Benz, but this group is gradually ceding ground as Chinese brands press forward. This shift is not accidental; it reflects years of deliberate, well-executed strategy from factories in the Middle Kingdom, now resonating with buyers in key markets, including North America.

A source: Romir Research

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