I can agree with the stories--if you had lousy vehicles from GM or Ford, but great ones from Toyota, why would you switch back?
BUT what I HATE hearing about is Consumer Reports and their stupid quality rankings. Check out this blurb:
According to our latest (2005) subscriber survey, Japanese and Korean vehicles still have the fewest problems on average: 12 problems per 100 vehicles. This number, however, has held steady for the newest models since 2002, when they improved from 15 problems per 100 in the previous year. On average, Asian vehicles are by far the most reliable, but their improvement has slowed.
Look at those first words. "According to our SUBSCRIBER SURVEY..." As anyone who has ever done statistical work can tell you a SUBSCRIBER SURVEY CAN NEVER BE ACCURATE. Your sample size is totally unpredictible. Who returns the cards? Who SUBSCRIBES TO YOUR MAGAZINE? All this becomes not truly random, and hence is suspect.
An accurate survey must randomly select people from the entire population who owns that car, and it MUST interview each person selected.
If more import owners subscribe to CR (and I'm SURE that they do) then the sample size for import owners surveyed will be huge--leading, perhaps, to more accurate results. If fewer domestic owners subscribe, the sample size will be small--leading to drastically inaccurate results.
This might not be a problem except that these reliability ratings come down to 6 problems per hundred vehicles. Now, that is quite a few problems, but with such bad data, their results may not be statistically significant at that level. What that means is that the bias in their sample (the fact that only import owners subscribe to CR and, hence, get surveyed) means that they may not be able to tell you anything to that level of accuracy.
Also, this doesn't really explain the difference in perception. Everybody loves VW and other imports (at least where I live in Chicago) but the European cars are up at like 21 problems per 100 (by far the worst). So I wonder whether reliability is really what's causing the drive to imports.