you're absolutely correct.
It's all about marketing and the perception that the marketing people have made you believe.
the import companies are masters of marketing, honda's to me handle poorly, and the handling hasn't changed since the early 80's. But honda makes you believe that that's how a car should handle, so people believe in it.
in the 70's & 80's American car companies got lazy and decided that quality wasn't important and put out some very poor cars.
they're unionized dealerships also benefited from it as well.
while the Americans were lazy and carefree, the imports were concentrating on quality and marketing and style.
and that alone began to win people over. they kept it up and while the American companies scrambled to catch up, they only were winning in the SUV and truck markets. They excelled at that, and well with the gas prices skyrocketing, they lost again.
the imports haven't succeeded too well in the suv and truck markets, but as a whole, they've kicked out butts.
Car magazines like car & driver, were and to me still are biased against anything American. consumer reports is the same, and I believe it's because whoever pays more for a review, gets a favorable review.
although consumer report did put an article in about a guy with a 1997 Ford Ranger with over 465,000 original miles. And they've begun to place some smackdown on the imports for their quality as well.
toyota was having major issues with quality for several years and they couldn't figure out how where or why so they slowed production down and audited themselves to find out, and I believe they're still in that holding pattern.
Ford has gotten very high marks on their cars lately, but it's still all about the stigma and perception. Somebody's going to remember that 1989 Ford Tempo way back that had a headgasket leak at 20,000 miles and the dealership that wouldn't fix it under warranty.
I've been reading articles from people at GM who are retired, or laid off, etc.. who've said quality control is higher than that of any import plant, nothing is taken for granted and the parts manufacturers are held to a higher standard for all GM products. Yes a few issues get through the system, but that happens for every manufacturer.
as our economy is in the dumps, the import companies are struggling more than the American companies.. they rely on US for their profits, they don't sell worldwide as much as a GM or Ford does.
It also boils down to regular maintenance.. simple oil changes do wonders.