ROC Founder, Admin
Report Says New-Vehicle Buyers Increasingly Accepting of Import Brands
The study finds that few domestic truck buyers question the quality or reliability of imports. For example, the Honda Ridgeline, a mid-size truck from a company new to the American truck market, benefits from the Honda brand’s reputation for reliability. Despite the Ridgeline’s innovative styling, 49 percent of owners cite either reliability or workmanship as the most influential reason for their purchase, while only 8 percent say vehicle styling was the most influential reason.