Market research firm Harris Interactive has revealed that Mercedes-Benz and Honda are the two strongest auto brands in America according to its survey of more than 38,000 people.
The survey, known as the 2012 Harris EquiTrend study, puts a number to all of those warm and fuzzy feelings people have toward a particular brand as a way to measure its equity. Broken down a different way, the survey points out that American's favorite automotive brands are German and Japanese.
Mercedes took top honors in the Luxury Automotive Brand of the Year for the second year in a row. It was followed by BMW, Lexus, Cadillac and Acura.
In the Full Line Automotive Brand of the Year category, Honda grabbed the top spot, beating out Toyota, Ford (last year's winner), Chevrolet and Nissan. (Apparently Harris' definition of "full line" differs a bit from ours, as brands like Subaru and Hyundai were also included).
Harris doesn't provide much guidance about what sort of questions it asked to survey takers, but the final results seems to closely resemble America's sales totals as well. This suggests people tend to like what they buy, or at least like what they've bought. Scroll down to read the press release to see what Harris says are America's favorite in-car audio brands, motorcycle marques, tire companies and so on.