A major survey has been done in Sweden, 6.000 persons were asked by TNS ( a global Gallup companyhttp://text.tns-global.com/) about what they think about 30 car brands. TNS uses a newly developed method to evaluate the image of the different car brands in Sweden.

Here's an extract:
You want to show power, elegance, self confidence and enterprise spirit - choose Mercedes, Jaguar, Lexus or BMW.

You sympatise with social democratic values - choose Volvo.

You sympatise with liberal-conservative (ie the political party "Moderaterna") values - choose Audi

You like to be seen as a friendly person who value social justice, friendship and a feeling of affinity/kinship - choose Skoda, Renault, Toyota or Opel (Vauxhall)

You like to be seen as an environmentally friendly guy - choose Ford, Toyota, Smart or a Saab.

You want to come across as a sporty, exiting, interested in cars och in technical matters - choose Subaru

You like to be seen as a someone in the middle of the road, mainstream, sligthly conservative but with interest in new ideas - choose Volvo or Saab.