Over the last two decades, Asian brands have been gaining stronger foothold in the global automobile industry, however is this indication of superior quality? This study is a brand-quality assessment, aim to explore consumers’ cognitive categorisation structure of perceived quality for Asian motor vehicle brands. Cue utilisation was used to gain insights into how consumers make use of cues to form perception and judgment of product quality. Findings support a multidimensional measurement model of perceived quality, consisting of salient components–functional attributes, brand personality, after-sales support and perceived costs–that consumers use during their evaluation of perceived quality. There are evidences that consumers combine a variety of cues during assessment of perceived quality, and effective branding and communication efforts are crucial in shaping perceived quality of Asian automobile brands.