SuperBrands 96 Category Ranking: AUTOMOBILES

Family Sedans
Honda edged close to category leader Ford with an 11.4% jump in Accord sales,
despite price increases because of a strong yen. Toyota Camry increased 7.4% in
Brand Co. Name, Location
Lead Agency, Location
Sales (units)
Media Expenditures (millions)
1 Ford Taurus Ford Motor, Dearborn, MI
J. Walter Thompson, Dearborn, MI
Sales: 397,037
Media Exp.: $85.4
2 Honda Accord American Honda Motor, Gardena, CA
Rubin Postaer & Associates, Los Angeles
Sales: 367,615
Media Exp.: $130.6
3 Toyota Camry Toyota Motor Sales USA, Torrance, CA
Saatchi & Saatchi, Torrance, CA
Sales: 321,979
Media Exp.: $84.4
4 Pontiac Grand Am General Motors, Pontiac, MI
DMB&B, Bloomfield, MI
Sales: 262,310
Media Exp.: $54.7
5. Chevy Cavalier General Motors, Warren, MI
Lintas: Campbell-Ewald, Warren, MI
Sales: 187,263
Media Exp.: $3.4
Source: J.D. Power & Associates (sales); Competitive Media Reporting
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