| In a recently completed survey among the wealthiest | | | | total index ratings tended to be held down by neutral |
| 10% of U.S. households, the affluent said they favored | | | | ratings (especially for the German brands) which may |
| the Japanese auto brands over the German brands, | | | | have indicated a lack of familiarity.The 474 participants |
| with the American brands coming in a distant | | | | in this national random survey have an average |
| third.Studies of customer satisfaction and problems | | | | income of $339, 400 and an average $2.7 million net |
| among new car buyers by the J.D. Power and | | | | worth. Their average age is 52. They are |
| Associates research company have shown the | | | | representative of the 11.2 million households that earn |
| Japanese auto manufacturers beating their German | | | | nearly 40% of the total income of all Americans, own |
| and American counterparts in recent years.The | | | | 65% of the personal assets of all U.S. households, and |
| respondents to this survey were asked to give their | | | | hold 85% of the value of all publicly traded stocks and |
| overall opinion of American auto brands (GM, Ford, | | | | mutual funds in the U.S.These surveys track how the |
| Chrysler), Japanese auto brands (Honda, Toyota, | | | | affluent assess current business conditions and their |
| Nissan, etc.), and German auto brands (Mercedes, | | | | 12-month outlook for the economy, the stock market, |
| BMW, Audi, etc.).The respondents could give a | | | | personal household income, and their spending plans |
| favorable, neutral, or negative rating. The ratings were | | | | for a number of different products and services. |
| indexed, with 200 being the maximum (a favorable | | | | Highlights of the survey report can be found on the |
| rating from all respondents) and 0 being the lowest (a | | | | AARC website, complete 28-page report containing |
| negative rating from all respondents). An index of 100 | | | | 25 tables may be ordered at . Contact Ron Kurtz at |
| is a neutral rating.The overall index of the American | | | | 305-933-4887.Ron Kurtz is a principal of The |
| auto brands was a negative 85, as compared to a | | | | American Affluence Research Center and The |
| positive rating of 162 for the Japanese brands and 145 | | | | Management Resource Group. Both companies |
| for the German auto brands. While 36% of the sample | | | | provide marketing research and strategic planning |
| rated the U.S. brands negatively, the two other auto | | | | services to prominent clients in the travel and |
| brand groups received a negative rating from only 6% | | | | hospitality industries, especially those targeting the |
| (Japanese) and 9% (German) of the sample. Their | | | | affluent market. |