Infiniti tops LEAP index that measures emotional attachment

Trevor Hofmann - CAP staff
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What makes Apple such a powerful brand? Its products? Partly, but more so the love and loyalty Apple's customers show to its products.

The annual NewMediaMetrics index, called Leveraging Emotional Attachment for Profit (LEAP), measures the level to which we love corporate brands, and as you might have guessed two of Apple's products are right at the top, the iPhone and iPod registering first and second. Third position, out of all brands sold, is Infiniti.

That's right. Ahead of Cadillac, the next car brand which placed sixth overall, BMW, Audi, Mercedes-Benz, and Land Rover, placing 13, 14, 15 and 16 respectively, Infiniti manages to endear its owners with more of a zealous fervor than its competitors.

Brands that place highly in the study include Disney Parks, at fourth, iPad, fifth, Google Search and Google, seventh and eighth, Apple (the overall brand), ninth, and closing out the top 10, Microsoft Office Suite, the most popular computer software bundle available. Beating out BMW and the aforementioned list of luxury car brands is Sony PlayStation and Mutual of Omaha, whereas the next automotive brand after Land Rover is its Tata-owned sibling Jaguar, at 21 (just behind Microsoft Windows).

Lexus, normally top of the list in dependability studies sits at 24 in the LEAP index (edged out by Samsung Galaxy), followed by Acura and Honda at 25 and 26. You'll need to look way down to 31 to find Toyota (beaten by Windows Phones… yikes), followed directly by Mazda at 32, Hyundai at 33 (which sits just ahead of Sony), Jeep at 35 (edged out by Always… yes, the feminine hygiene brand), Ford at 41 (bested by diaper brand Pull Ups), Nissan at 42, Chevrolet at 43 (just ahead of Japanese clothing giant Uniqlo), Buick at 53 (three places behind Nike yet sliding just in front of In-N-Out Burger), Chrysler at 58 (just edged out by Olay, but two places ahead of Visa), GM (three places behind the United States Postal Service… what does that say?), Dodge at 74 (two spots duller than Red Lobster, but one sharper than Gillette Fusion Razors), not to mention Apple rival Samsung, only rated at 79.

The list of automotive brands that didn't make the LEAP top-100 index includes some surprising omissions, such as Mini, Porsche, Scion, Subaru, Volkswagen and Volvo, while other automotive brands that need to build more love with their customers include Fiat, GMC, Kia, Lincoln, Mitsubishi, Ram, Smart, and Suzuki.

So what causes Infiniti owners to emotionally connect with their cars more than any other brand? With so many tech brands in the top-100, likely Infiniti's focus on leading-edge technology combined with strong performance and dynamic styling puts it over the top. For years Infiniti has offered owners unique difference-makers such as landscape-view navigation displays, while more recently the brand impresses with its new Around View Monitor Birdseye Camera system. The new 2013 Infiniti JX35 crossover, for instance, can also be had with Intelligent Cruise Control, Blind Spot Warning and Blind Spot Intervention, Lane Departure Warning along with Lane Departure Prevention, Intelligent Brake Assist with Forward Collision Warning, Front Pre-Crash Seatbelts, Back-up Collision Intervention, Distance Control Assist, Active Trace Control (improves handling), and the list continues.

Cadillac's sixth place ranking is also impressive, and bodes well for the General Motors flagship brand's future growth.

©(Copyright Canadian Auto Press)

Topics: Infiniti, QX56, G37 Coupe, EX35, G37, FX50, FX35, G37 Convertible, IPL G Coupe, IPL G Convertible, JX35, Awards,

Organizations: Infiniti

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