The survey, which was conducted by the Consumer Reports National Research Center, rated Honda, as well as Ford, Nissan, Chevrolet, Toyota, Hyundai and Chrysler. 1,700 consumers, representing a nationally representative sample of adults with at least one vehicle in their household, were interviewed via phone calls, and asked to share their perceptions of customer service and quality commitment.

Honda scored at the top – overwhelmingly so – in both categories, scoring 71% and 73% respectively, with Ford and Nissan in the second and third positions. In fifth place (surprisingly high, considering the woes the Japanese automaker has been going through) was Toyota, with Hyundai and Chrysler trailing the others by a large margin.

Here’s an image of the actual survey results:

On Monday at the Moving Ahead sustainable transportation conference, Mendel said, “Light trucks seem to be growing pretty spry. We’re very short of inventory on the light-truck side, whether it’s Pilot or Ridgeline or Odyssey or CR-V. That seems to be growing for us and the industry. Demand seems to be stronger than the car side.”

Together, Honda and Acura posted a an April sales gain of 33 percent in American light trucks, as opposed to the same month last year. Total Honda sales increased by 13 percent last month, and there was an similar increase in truck sales over the first four months of this year, as compared to a 12 percent gain across the Honda-Acura company.

Nationwide, light truck sales had an overall increase of 24 percent in April and 15 percent for all of the first four months of the year, while vehicle sales in general improved 20 percent and 17 percent, respectively.

While sales have been increasing, inventories have been falling. As of April first, Honda averaged a 42-day inventory of trucks, down from 47 a month before, and had an average 56-day supply of all vehicles, down from 68 on March 1. Across the USA, light truck inventories stood at 53 days on the first of April, down from 66 on the first of March.

These impressive truck sales and smaller-than-average inventories have allowed Honda to keep consumer incentives small as well. Mendel said that Honda’s policy will continue to be minimal incentives, despite the incentive binge of arch-rival Toyota. Incentives are being offered for specific vehicles, however, like the Civic, which is currently in its fifth generation. But, Mendel said, “We don’t do 0 percent, we don’t do cash back, and that philosophy’s not changing.”

Mendel also said that Honda’s dealers are being cautioned to not overreact while sales improve from last year. He acknowledges that they probably will need to hire more salespeople, but shouldn’t “staff for Saturdays” (when peak shopping occurs).

“We’re saying don’t compare yourself to the last day you felt good, which was last year. Try to compare yourself to where you were in April, May of 2007, 2006, and try to focus on that in terms of, if you’re coming back, where should you be,” Mendel said. “Don’t go silly. It feels good, but don’t lose sight of the fact that we’re not where we were.”

According to GM spokesman Alan Adler, its vehicles either have brakes strong enough to allow a stop within 554 feet when traveling at 60 mph, or have override systems. Models sporting brake overrides already include the Cadillac CTS-V and STS-V, the Chevrolet Corvette, Camaro V8, Malibu L4, Colorado V8, Cobalt and HHR, and the GMC Canyon V8. He also said that adding the overrides to more of his company’s models will require the activation of a GM-developed algorithm that each vehicle’s brake system already includes.

In a statement to the press, GM Vice Chairman Tom Stephens said that installing this technology would give extra reassurance to consumers. Adding brake-overrides will also help GM be better prepared for any regulatory changes that may be caused by the aftermath of Toyota’s issues. Last month, U.S. Transportation Secretary Ray LaHood said that his agency may propose mandatory brake-override systems on all new vehicles. At that time only GM and Honda, among all major auto manufacturers, were without such systems – or firm plans to implement them – in their vehicles.

Automotive News reports that Toyota has issued a statement as well, stating that it will be installing brake-overrides on seven current models, and will introduce the system on all models for the American market by next year. Currently, about one-fifth of the U.S. Toyota vehicles sport this technology.

According to Tom Peyton, senior manager, national advertising for American Honda Motor Co., Inc., “Our newest Accord Crosstour spot, ‘Squirrel,’ is intended to leverage media’s largest stage to announce Honda’s newest entry into the world of next-generation, sporty, crossover vehicles.”

It’s also about to become a media star, because in addition to the Super Bowl, the Crosstour’s squirrel spot will be featured in these places on the web during the launch period from Saturday, February 6th – Monday, February 8th:

• MSN home-page (takeover on Sat., Feb.6–Sun., Feb. 7)
• Fox Sports (home-page roadblock on Sun., Feb. 7)
• YouTube (masthead on Mon., Feb. 8)

In addition, Crosstour spots will also air in prominent positions during the 2010 Winter Olympic Games, airing on NBC beginning on February 12th.

Despite the new push, branded entertainment spots, in the form of custom produced vignettes, actually began on January 1st of this year, during the 2010 NHL Winter Classic on NBC. Those vignettes ran all through the month of January, and co-promoted the return of the popular NBC television show Chuck as well as the Honda Accord Crosstour. The vignettes also followed a continuous storyline, beginning with the Winter Classic and ending with the Winter Olympics.

Other attempts to bring awareness of the Accord Crosstour to the target consumer group includes print ads in magazines ranging from Time and Forbes, to Men’s Health and the Sports Illustrated Swimsuit Edition. Beginning in February there will also be in-theater and outdoor ads, as well as sponsored content on various technology related websites.

In fact, John Mendel, executive vice president for automobile sales at American Hondo Motor Co says that not only is change inevitable at the retail automotive level, established automakers and dealers should be the force behind any change, lest eager entrants from emerging markets like China and India take the world stage instead.

Mendel, speaking at the Automotive News World Congress said, “We need to create a new sales and service environment that the customer doesn’t simply tolerate but desires.” He also said that he doesn’t know the specifics of any forthcoming changes, but that based on what he’s seen in his own company’s motorcycle division, the thought of similar changes in the retail automotive industry, “…keeps me awake at night.”

Currently, Honda’s motorcycle division is being challenged by else-branded motor scooters that are less technologically advanced, but lower priced, and with a look that is similar to the Honda machines. Such vehicles are not being sold at traditional motorcycle dealerships, but instead, are available at auto parts stores, discount stores, sporting goods stores, and even in shopping mall kiosks.

Mr. Mendel said that the sales process must change at the dealership level. He added that Honda has already begun brainstorming about added-value custolmer experiences at the point of purchase. The process is beginning with Acura, rather than Honda itself, because that brand’s network is smaller.

Mendel emphasised, “It’s going to change; somebody is going to change it. It might as well be us.”

He also said that he believes there have been industry-wide steps toward stability, but cautioned against assuming an improved market will solve the industry’s problems. Energy sustainability and security, and greenhouse gas reductions are all areas that must still be addressed.

“The key to the future will be our ability to anticipate the change and strengthen ourselves to prepare for it,” Mendel said.