SANTA BARBARA, Calif. -

Toyota’s rebound from negative recall ramifications appears to be gaining more steam thanks to the results of the spring 2011 Perceived Quality Study from ALG.

The study showed Toyota’s perceived quality score rose 4 percent during the last six months and Lexus once again captured the luxury category’s highest perceived quality rating in 2011.

On a 100-point scale, Toyota came in at 73.5, second only on the mainstream side to Honda, whose score of 81.2 was only topped by two luxury brands. One of those luxury brands was the leader, Lexus, which compiled an 83 in the survey as Mercedes-Benz came in close behind at 82.7.

Prior to their massive product recall in early 2010, ALG pointed out that Toyota held the perennial top spot in PQS since the survey’s inception. The last spring’s survey — a time that analysts said was “at the height of the media firestorm surrounding Toyota” — the firm recalled the brand plummeted from first to sixth place.

ALG predicted that given Toyota’s solid reputation for quality and ownership loyalty, the dip in PQS would be temporary and long term residuals and brand values would not be significantly impacted — pending no further recalls.

“The rebound of Toyota’s PQS scores in the fall 2010 survey and the continued growth in the spring 2011 survey have validated ALG’s prediction of recovery,” analysts explained. “Toyota has climbed back into second place among mainstream brands. However, Toyota is not out of the woods yet.”

Why would ALG make such a cautionary statement?

“Following the consumer survey portion for spring 2011 PQS, but prior to publication of this report, Toyota issued yet another recall for over 2 million vehicles,” analysts explained.

“ALG will continue to monitor this issue closely as it pertains to current market value, brand perception and future values of Toyota products,” they continued.

ALG emphasized that Lexus’ image also suffered due to the recalls of early 2010, “albeit much less so than the parent company Toyota.” The firm recalled Lexus dipped from No. 1 to the third spot in last spring’s survey. But now a year later, Lexus is back on top.

“The brand posted a modest improvement versus fall 2010, but the lead was secured by drops from top rival brands Mercedes-Benz and BMW,” analysts noted.

Beyond Toyota and Lexus, ALG spotted movements by some other brands, too, especially on the mainstream side of its study.

Analysts discovered Kia showed the greatest percent increase versus the fall 2010 survey, climbing by 5.6 percent.

“The consumer recognition is the payoff for a recent revolution in product quality and design supported by aggressive marketing campaigns,” ALG suggested.

“The Sorento just brought home Kia’s first ever Top Pick from Consumer Reports and the recently launched Optima has been a slam dunk among industry journalists and critics,” the firm added.

New to the mainstream chart is Fiat, which is re-entering the U.S. market with the 500. The nameplate came in last in ALG’s survey and analysts explained why.

“Fiat fled from the American market in 1984, but the brand’s poor reputation for quality has remained strong, leading to the lowest PQS score in the industry,” they shared.

“Fiat is banking on strong Italian heritage and a unique design to rebuild the brand’s image in the U.S. and drive demand for the new product which will be sold through an exclusive network of Chrysler stores,” analysts added.

On the luxury side of the survey, the biggest gains among these brands were Land Rover and two American luxury brands: Cadillac and Lincoln.

“Land Rover has long suffered near the bottom of ALG’s PQS ranking due to poor fuel economy and truck-like ride quality,” analysts surmised. “These are key areas of focus for the brand as they continue to find success in the more driver-oriented Range Rover Sport and launch new products like the Evoque.”

ALG went on to indicate Cadillac and Lincoln gains are being driven by all new product and sales strategies that “focus less on price and more on product.”

Analysts touched on Cadillac, praising the brand for expanding the CTS lineup to include coupe and wagon variants. They also believe the recently launched SRX has “finally given the brand a viable contender in the highly competitive premium CUV segment.”

ALG went into even more detail about Lincoln, stating “while the departure of the Mercury brand has frustrated many previously dual dealerships, the overall brand image of Lincoln may benefit due to less confusion of product differentiation and more marketing dollars available to Ford’s luxury nameplate.”

Analysts think no matter what the survey trends might be, Cadillac and Lincoln might be waging the same battle.

“Volatility reflects the fickle and varying opinion of the domestic brands among consumers that only long term consistent sales and product strategies can tame,” ALG surmised.

For its PQS, ALG explained that it surveys approximately 3,000 to 4,000 U.S. consumers twice a year to gauge perceptions of a number of luxury and mainstream automotive brands. Eric Lyman, director of residual value solutions at ALG, emphasized how important that process is.

“Perception is a powerful force in consumer buying behavior,” Lyman insisted.

“Our PQS has become the barometer by which the automotive retail industry measures consumer perceptions and beliefs,” he continued. “A negative perception can dramatically affect a brand’s entire lineup, while a positive perception can boost sales tremendously.”

After recapping the process, Lyman shared his thoughts about the overall results, returning to a discussion about Toyota.

“The continued rebound of Toyota is a testament to the brand’s solid reputation for quality and ownership loyalty. Toyota isn’t out of the woods yet, however, as the company faces the repercussions of another large recall earlier this year,” Lyman offered.

“We also see the success of Land Rover being fueled by the growing popularity of its driver-oriented Range Rover Sport and the Evoque, helping the brand slowly notch perception improvements,” he continued. “For Kia, the consumer quality recognition is the payoff for a recent revolution in product quality and design supported by aggressive marketing campaigns.”