American consumers are favoring U.S. automakers, with 79 percent in a recent nationwide survey reporting that they are very likely or somewhat likely to buy from a domestic company. Just half were likely to consider an Asian make and 37 percent said European. However, purchase consideration varied widely among Chrysler, Ford, and General Motors, revealing significant changes in interest from a year ago. These results are from the latest Auto Pulse survey conducted by the Consumer Reports National Research Center. (Read "Car buyers are thinking American, with Ford, GM up; Chrysler down.")

Ten percent of all survey respondents are more likely to purchase Ford products now, compared with consumers’ views a year ago. General Motors purchase intent has remained relatively static, with just a one percent increase. Chrysler, on the other hand, saw a dramatic 28-percent decrease in reported likelihood to purchase. Interestingly, more respondents were willing to consider a used Chrysler product than a new one despite the reliability risks. Propensity to purchase from automaker versus a year ago:

New-car buyers

Ford	+17 percentage points
General Motors	-6
Chrysler	-25
Used-car buyers
Ford	+15 percentage points
General Motors	+7
Chrysler	-17

Among those respondents who are somewhat less or much less likely to consider buying from a U.S. automaker than a year ago, including buyers and non-buyers, the chief complaint for both Chrysler and Ford was that their product offerings aren’t appealing. However, the leading General Motors complaint was concern for the company’s future and its economic condition. Looking specifically at the responses from new-car buyers reveals true differences in brand perception.

	Chrysler	Ford	GM
Product offerings don't appeal	57%	67%	49%
Company’s economic condition	43	42	58
Concern about company’s future	44	30	46
Product quality	43	25	47

The strong doubt about General Motors’ corporate health stands out, as the company emerged from bankruptcy weeks prior to the survey being conducted by telephone from July 30th to August 3rd. Also, consumers are drawn to Ford for its corporate health and product quality, despite more than two-thirds finding the vehicles unappealing.

The domestic automakers will need to prove their viability to consumers to regain their interest. Ford, in particular, must freshen its portfolio to fully capitalize on its potential, before either the competitors shape up or consumer patriotism wanes. (See how these automakers compare in our tests and reliability data in the “Detroit report cards.”)

For more insights into car-buying today and American consumer behavior, read the full Auto Pulse report.

—Jeff Bartlett with the Consumer Reports National Research Center