Despite seven years of sales decline – and recently being overtaken by Mazda and Hyundai in the sales race – Ford remains the most recognised car brand in Australia, according to Roy Morgan Research.

The survey of more than 6000 prospective car buyers showed there was more awareness of Ford than Holden and even Toyota, which has been market leader for the past nine years in a row.

The study, by Roy Morgan Research, looked at 12 of the biggest car brands sold in Australia and ranked them according to advertising recall by people intending to buy a new car.

Toyota, which accounts for nearly one in five new cars sold, was ranked third for advertising recall because, the research company says, it reduced its advertising spend and exposure after supply of vehicles was restricted by an earthquake in Japan and floods in Thailand.

“Toyota has declined by five percentage points over the last two years. With many of the Japanese manufacturers forced to cut their ad spend as a result of the March 2011 tsunami and earthquake, it’s not surprising to see that ad recall for the Japanese brands is down across the board,” says Norman Morris, Roy Morgan Research industry communications director.

The big improver was Germany’s Volkswagen, which climbed from 11th to share ninth place with Nissan in the latest survey. Growing Korean brands Hyundai and Kia also performed well.

Mazda, Holden, Honda, Toyota, Nissan, Mitsubishi, Subaru and Suzuki all ranked lower than in previous years.

“Of the volume brands, Volkswagen has been the major mover, increasing from 40 per cent in 2010 to 50 per cent in 2012,” says Morris, claiming this equates to approximately 300,000 additional new car intenders recalling a Volkswagen ad in the recent term.

“With so many automotive brands available to choose from, multiple new or face-lifted models hitting the market each month and budgets tightening – memorable, targeted communication is increasingly vital,” Morris says, claiming some brands can become “lost” in the media mix, leading consumers to forget which company advertised what.

“Brand leakage is an issue that many brands face when trying to create memorable ads. There is little or no point in spending dollars on creative and media, having the target market remember the ad, but associating the incorrect brand or model to the ad,” Morris says.

Advertising recall among intended buyers
Brand Buyer recall %
Ford 77
Holden 72
Toyota 67
Mazda 66
Honda 62
Hyundai 59
Mitsubishi 53
Nissan 50
Volkswagen 50
Kia 49
Subaru 42
Suzuki 37

Source: smh.com.au

Pretty impressive considering Ford's distinct and prolonged absence from mainstream marketing.

hell i cant recall any ford advertising since the ba besides mondeo platinum and the eco focus

What are the chances I just saw an ad last night, but it's end of financial year run outs so I'm not sure if that counts.