BMW brand image goes into reverse after safety recall

YouGov BrandIndex data shows Buzz rating slide to -4.

BMW: 6 Series luxury model part of recall programme in the UK

BMW’s brand perception has plummeted since the recall of hundreds of thousands of vehicles due to a braking problem.

YouGov Brand Index data shows that the German car manufacturer’s Buzz rating, a measure of whether a person has heard a positive or negative statement about the brand, slumped to -4 on 4 October from a 9.8 on 30 September, the day before the recall.

BMW says there have been no reports of accidents or injuries in relation to its decision to recall 10,522 vehicles in the UK and, reportedly, 200,000 in North America.

The recall involves BMW 5 Series, 6 Series and 7 Series vehicles powered by V8 and V12 engines from the 2002-2010 model years and certain Rolls-Royce cars from the 2003-2010 model years.

Despite the recalls, a spokesman for the car marque says there are no plans to produce an awareness campaign and that all affected owners will be contacted individually.

The news comes as Toyota reveals that its work in restoring the brand following millions of recalls is paying off.

Toyota Europe chief quality officer Didier Leroy says sales have rebounded following the widespread recalls that tainted the carmaker’s reputation for quality. He credits the turnaround on a post-recall advertising campaign, as well as the much-publicised bolstering of its safety procedures.

Sales are expected to reach 800,000 units this year – the target set by Toyota in January, before it recalled some 2 million vehicles in Europe.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here