• Brandweek, Friday, December 2, 2005 11:45 AM

A new study of the U.S. auto market says the desire to "buy American" is losing steam. The survey was conducted by J.D. Power and Associates and looked at reasons why buyers failed to consider particular car or truck models. According to the study, buyers were more accepting of foreign vehicles this year than last, especially in the South, where only 34 percent of respondents said they didn't want a foreign vehicle, down from 40 percent a year ago. "Kia, in particular, has publicized goals of focusing more marketing efforts on the central region of the country, and they are right in doing so, particularly in the South," said Dennis Galbraith, senior director of digital marketing solutions at J.D. Power and Associates. "Although Kia does not build any vehicles in the U.S., many vehicles from import brands are now built in the South, and attitudes there are changing rapidly." The study revealed that attitudes among truck buyers are also changing. "Domestic trucks often have a negative reputation for reliability among truck buyers, even those who buy domestic trucks," Galbraith said. "The domestic truck market is especially vulnerable to imports."

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