Vehicle brand origin still key reason new-vehicle buyers avoid certain large truck models, says JD Power study

48% of domestic-branded large pickup buyers avoid import models because they don't want import

33% of import-branded large pickup buyers avoid domestic models because they don't want domestic

25% of import-branded large pickup buyers don't trust domestic models' reliability

But few domestic model buyers question reliability of import-branded models

2006 Avoider Study SM based on responses from over 39K owners who registered new vehicles in May 2006

33% of domestic-branded large pickup buyers avoided import models because they didn't like look or design

20% of domestic-branded large pickup buyers avoided import models because they didn't find them rugged enough

50% of respondents interviewed avoided specific models because they didn't like look or styling

"With the fully redesigned Toyota Tundra, Chevrolet Silverado and GMC Sierra being launched for the 2007 model year, the large pickup truck segment is steadily being refreshed and diversified." -- Steve Witten, executive director of marketing research, J.D. Power and Associates

"Making updates and improvements to vehicles can be critical in addressing buyer concerns, especially among buyers who shy away from models because of styling or reliability based on brand origin perceptions. These enhancements can go a long way toward improving buyer confidence and changing opinions." -- Witten