KBB: Majority of New-Car Shoppers Unaffected by GM Recall

The vehicle information site says Toyota’s 2009 recall is more memorable than General Motors recent issues with consumers, who, according to survey data, continue to consider GM brands.

by Staff

April 30, 2014

2 min to read

IRVINE, Calif. Despite General Motors’ recent recalls, KBB.com survey data found consideration among the majority of shoppers remains unaffected, with only 5 percent of new-vehicle shoppers indicating that the recent GM recall caused them not to consider purchasing a Chevrolet, Cadillac, GMC or Buick model.

“Shoppers are willing to forgive but not forget,” said Arthur Henry, analyst for Kelley Blue Book. “Most likely, GM is maintaining its shopping traffic on KBB.com from buyers who are looking to capitalize on any deals that may be offered or because none of the current recalled vehicles are a part of manufacturer’s current product portfolio.”

Among new-vehicle shoppers, there is strong awareness of Toyota and General Motors recalls, with the site’s survey data revealing that 48 percent of respondents remembered a Toyota recall and 40 percent heard about a GM recall this year. While car shoppers are aware of major recalls related to Toyota and GM models thanks to media coverage, consumers are still shopping those brands on KBB.com.

Chevrolet’s traffic on KBB.com grew 25 percent year over year. The brand did realize a short-term dip of 14 percent from December 2013 to April 2014, which the firm attributed to news of the recall. This confirms Chevrolet is benefitting from recent high-profile vehicle launches, including the all-new 2014 Corvette, Impala and Silverado, according to the vehicle information site.

“Whatever negative connotations GM has suffered from the recent recalls is minor when compared to the growing consumer interest the company has generated with its current line of compelling product,” said Karl Brauer, senior analyst for Kelley Blue Book.

Even though Chevrolet is maintaining its overall stride in KBB.com share of traffic, the perception of Chevrolet’s reputation has declined from the first quarter of 2013 to the first quarter of this year. It currently sites below the average among nonluxury brands like Honda and Ford, according to survey data.

Percent of New-Car Shoppers Who Remembered a Recall by Brand