When rebrands go wrong

(And how to avoid the pitfalls)

BMW brand image goes into reverse after safety recall

YouGov BrandIndex data shows Buzz rating slide to -4.

BMW

BMW: 6 Series luxury model part of recall programme in the UK

BMW’s brand perception has plummeted since the recall of hundreds of thousands of vehicles due to a braking problem.

YouGov Brand Index data shows that the German car manufacturer’s Buzz rating, a measure of whether a person has heard a positive or negative statement about the brand, slumped to -4 on 4 October from a 9.8 on 30 September, the day before the recall.

BMW says there have been no reports of accidents or injuries in relation to its decision to recall 10,522 vehicles in the UK and, reportedly, 200,000 in North America.

The recall involves BMW 5 Series, 6 Series and 7 Series vehicles powered by V8 and V12 engines from the 2002-2010 model years and certain Rolls-Royce cars from the 2003-2010 model years.

Despite the recalls, a spokesman for the car marque says there are no plans to produce an awareness campaign and that all affected owners will be contacted individually.

The news comes as Toyota reveals that its work in restoring the brand following millions of recalls is paying off.

Toyota Europe chief quality officer Didier Leroy says sales have rebounded following the widespread recalls that tainted the carmaker’s reputation for quality. He credits the turnaround on a post-recall advertising campaign, as well as the much-publicised bolstering of its safety procedures.

Sales are expected to reach 800,000 units this year - the target set by Toyota in January, before it recalled some 2 million vehicles in Europe.

Readers' comments (1)

  • Whoops... Perhaps the fall is harder because of BMW's apparent luxury positioning?
    Although BMW stands for something entirely different around these parts...!

    Unsuitable or offensive? Report this comment

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