Survey Finds That 81% of Car Buyers Say Badge Doesn’t Matter

The logo on the hood used to be the whole point. You bought the German sedan or the British SUV because the badge told the world something about where you’d arrived. That calculus, according to a new survey from Mazda North American Operations, is eroding fast. In a study of recent car buyers, 81% said the experience behind the wheel, encompassing comfort, performance, and intuitive technology, is what makes a vehicle stand out. Only 19% pointed to the brand’s badge. And when asked to define what “more” means in a vehicle, just 7% of respondents chose status or social recognition. Seven percent. That’s fewer people tha …