Mazda Boasts Strongest Reputation Among Australia's Auto Brands: Survey Photo:

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Trevor Collett | May, 19 2014 | 7 Comments

Mazda has moved past Toyota to boast the most ‘valuable’ automotive brand in Australia, according to the 2014 Corporate Reputation Index.

The index is built annually by consultant group AMR and the Reputation Institute, with the pair listing Australian retailer JB Hi-Fi as the most reputable company for 2014.

Data for the index was collected from February 20 to March 21 this year, when respondents aged between 18 and 64 took part in interviews.

Toyota, which ranked first in 2013, finished just behind Mazda in fourth, while Australia Post (second) and Nestle Australia (fifth) made up the top-five.

Nissan was the next best of the carmakers, coming in at 20th on the list, while the Caltex brand was ranked 31st.

Both the Holden and Ford badges took a hit following their respective decisions to exit the Australian manufacturing scene, with Holden falling from 25 to 35 since last year while Ford dropped from 20th to 49th.

“The fact that Holden also ranked poorly in the individual measurements of Governance, Leadership and Performance is further evidence that its overall reputation suffered seriously as a result of its decision to pull out of local manufacturing,” AMR Managing Director, Oliver Freedman, said.

Mr Freedman said it wasn’t just carmakers who saw their reputations suffer in 2014, with Coca-Cola Amatil’s handling of the SPC Ardmona situation last year seeing the brand fall from 28th to 45th, while Qantas fell from 13th to 26th after similar turmoil.

The Shell brand managed to finish inside the top-50 at 42nd, while BP was just outside the top-50 in 51st position.

Interestingly, the Australian Taxation Office was ranked 56th and inside the top-60, ahead of four companies who were probably hoping for a better result…

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