• by Karl Greenberg , September 2, 2009

Consumer Reports says Americans are looking at American cars. The Yonkers, N.Y.-based firm says 81% of respondents to its recent survey are likely to consider a domestic brand. That number is far higher than the 47% considering Asian brands and the 46% considering European brands. The Consumer Reports survey, "Auto Pulse," was done in early August via telephone with 1,777 adults whose household owns at least one vehicle.

The firm says Ford benefited the most from the recent turmoil in the auto market, with the largest gain among new-car buyers who say they are likely to consider buying a Ford model -- up 17% compared to a year ago. Those who are considering buying a GM model were also up, albeit by 6%, while the number of respondents considering a Chrysler model was down 25% among new-car buyers and 28% among all respondents.

Among respondents who said they were less likely to consider buying a model from a Detroit automaker, the top reasons for Chrysler and Ford were that the company's products are not appealing. By contrast, the leading reasons for not considering a GM model were concern about the company's future and the economic condition of the company, even though GM had emerged from bankruptcy weeks prior to the survey.

Rik Paul, automotive editor of Consumer Reports, said Ford's reputation has been bolstered by the fact that it was the only one of the Detroit domestics that did not seek a government bailout.

The bad news -- as if there weren't enough of that -- is that only 9% of those interviewed are likely to buy a car in the next year. A similar Consumer Reports survey last year showed that 19% of respondents were looking to buy a new car. The firm says that overall, 4 in 10 consumers say they are putting off buying a new vehicle. And 61% are looking specifically to buy a used car.

Consumer Reports says consumers listed -- in order of descending importance -- price, fuel economy, safety, and quality as reasons for considering one vehicle over another. But among respondents who said they were actively shopping for a new car, fuel economy was the most important factor, with quality and safety next and price last.

The firm says these considerations were also more important to consumers than brand, styling, an automaker's financial stability or incentives. Shoppers who said manufacturer incentives were an important part of their decision on which car or truck to buy cited a long warranty, discounted price, and a low interest rate as the most influential kinds of incentives.

Respondents also ranked those offers above things like cash rebates or programs involving a "job-loss protection" and free or discounted gasoline.