In the spring 2003 Harris EquiTrend poll results just published, Rolls-Royce is in No. 1 position with a quality rating of 7.88, narrowly beating Mercedes-Benz to second spot with a rating of 7.78. In terms of Harris' brand equity calculations, Mercedes-Benz took the top spot.
In descending order, the rest of the ten automotive brands most esteemed by US respondents to Harris' latest poll were Harley Davidson (a new entry), Porsche, Bentley, Ferrari, BMW, Lexus, Diehard Car Batteries, and Michelin Tyres.
In terms of brand ownership, the rankings indicate a seven-out-of-ten share of top automotive brands held by European firms, including Michelin, which escaped the SUV roll-over image problems that recently afflicted familiar US tyre brand Firestone.