SuperBrands 96 Category Ranking: AUTOMOBILES

Ford Escort remained the leader with a 25.3% leap in 1994 sales over the previous
year. Saturn jumped to No. 2 while the durable Honda Civic, introducing a restyled
line this fall, saw a 4.5% increase.
Brand Co. Name, Location
Lead Agency, Location
Sales (units)
Media Expenditures (millions)
1 Ford Escort Ford Motor, Dearborn, MI
J. Walter Thompson, Dearborn, MI
Sales: 336,967
Media Exp.: $35.6
2 Saturn General Motors, Spring Hill, TN
Hal Riney & Partners, San Francisco
Sales: 286,003
Media Exp.: $155.7
3 Honda Civic American Honda Motor, Gardena, CA
Rubin Postaer & Associates, Santa Monica, CA
Sales: 267,023
Media Exp.: $34.4
4 Toyota Corolla Toyota Motor Sales, USA, Torrance, CA
Saatchi & Saatchi, Torrance, CA
Sales: 210,926
Media Exp.: $68.7
5. Nissan Sentra Nissan North America, Gardena, CA
Chiat/Day, Venice, CA
Sales: 172,149
Media Exp.: $19.1
Source: J.D. Power & Associates (units); Competitive Media Reporting
348-1679.3 (EPUB)
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