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The bad news for General Motors: The ongoing recall of 1.6 million vehicles is doing serious damage to the auto-maker’s reputation. The good news: GM’s consumer perception is not falling as far, or as fast, as Toyota’s brand image did after it recalled 3.8 million vehicles from 2009-2010.

That’s the finding of consultancy YouGov BrandIndex, which tracks consumer perception of brands. Over the past six weeks, GM’s so-called Buzz Score dropped to -15 on March 25 from a +8 on Feb. 12. That marked GM’s worst score in three years. It’s even below the -12 in 2012 when the nation’s largest auto-maker’s hovered near bankruptcy.

YouGov’s Buzz scores are measured by asking respondents if they’ve heard anything positive or negative about brands over the last two weeks via advertising, news or word of mouth. A brand’s scores can range from -100 to +100, with a zero score spelling equal positive/negative feedback. Around 180,000 adults were interviewed in the survey with a margin of error of +/- of 3%.

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