Merc Emerges on Top of Harris Poll

Kharl Prado March 28, 2011

New York market research firm Harris Interactive has just outed the results for its latest Harris Poll, and guess who came out on top of the luxury automotive sector poll? If you guessed Mercedes-Benz, then you’re absolutely right! Merc received the 2011 Harris Poll EquiTrend® Luxury Automotive Brand of the Year title.

Erstwhile winner Lexus dropped to number two in the luxury segment poll. Rounding out the luxury top five are BMW, Infiniti and Acura. Mercedes-Benz won big as the poll reflects an excellent score when it comes to customer connection, commitment, equity and trust.

This year’s Harris Poll involved surveying 25,099 individuals aged 15 up. They were asked randomly about 60 different brands out of 1,273. Rankings were made based on Familiarity, Quality, as well as Purchase Consideration. Each brand had a mnimum of a thousand responses to ensure an accurate estimation.

Meanwhile, Ford was the frontrunner for the full-line automaker sector. The company banked on a strong line of new offerings to beat Chevrolet, Honda and Toyota. Toyota was the winner last year, but dropped to fourth for the latest polls.

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