Value Sparks Increase in Auto Buyer Satisfaction Says Strategic Vision
SAN DIEGO--July 15, 2002--Seeking to revive an industry hard-hit by the events of September 11, auto manufacturers' incentives led to more satisfied new vehicle buyers. This was one of the reasons sparking a 12-point industry-wide increase on Strategic Vision's 2002 Total Quality Index(TM) (TQI).Calculated annually by the San Diego-based research firm, the widely watched index measures the complete ownership experience, including the emotions generated. It surveyed October and November 2001 buyers of 2002 models after 90 days of ownership.
"From our work, we know value is a vital part of new owner satisfaction," says Dr. Darrel Edwards, Strategic Vision president. "It influences in a positive or negative way how buyers view their new vehicle. Zero percent financing and hefty incentives seem highly positive."
Though well-regarded new models also added to the increase, 10 of the leaders in the 17 segments were repeat winners. Six of those were Toyota/Lexus products, the largest number captured by one company.
Yet Volkswagen, ahead in three segments, continued to lead in both full-line corporations and brands $22,000 - $30,000. BMW remained the highest scoring brand, while winning two Total Quality Awards(TM).
Just under 47,000 buyers rated the following vehicles tops in their segments:
Small Car Volkswagen Golf(a)
Compact Car Chrysler PT Cruiser(a)
Mid-Size Car Volkswagen Passat(a)/Nissan Maxima
(tie)
Larger Car Oldsmobile Aurora
Small Specialty
(Less than $25,000) Volkswagen New Beetle(a)
Mid-Specialty Car Honda Accord Coupe(a)
Near-Luxury Car BMW 3-Series(a)
Luxury Car Lexus LS 430(a)
Convertible (Less than $30,000) Toyota Solara
Convertible/Roadster
(Greater than $30,000) Lexus SC 430
Minivan Honda Odyssey
Small SUV Honda CR-V
Medium SUV GMC Envoy/Toyota 4Runner (tie)
Large SUV Toyota Sequoia(a)
Luxury SUV BMW X5
Compact Pickup Dodge Dakota(a)
Full-Size Pickup Toyota Tundra(a)
(a) 2001 Total Quality
Award(TM) winner
Kia was the most improved brand, with Suzuki, Jeep, Subaru, Volvo and Nissan all showing increases of more than 20 points. The most improved vehicle was the new model of the Nissan Altima, which jumped 72 points.
Among domestics, both the Chrysler Group and General Motors had two winners each. For the second year, Ford was absent from the winners' list.
"Toyota has a strong foundation in reliability and craftsmanship," says Daniel Gorrell, Strategic Vision vice president. "In their trucks and Lexus luxury cars they add delightful touches that make them leaders. Though the LS 430 was the highest scoring model at 934, buyers are not rating Toyota brand cars, except for the new Solara convertible, at the top of their segments."
"Reliability is important," continues Gorrell, "only if a defect is major or doesn't get fixed. Thus brands that depend on reliability to set them apart are falling by the wayside to those who deliver thoughtful, delightful touches that create commitment and loyalty."
TQI measures satisfaction as consumers define it: the whole experience of buying, owning and driving a new vehicle. "It's a very complex calculation," says Edwards, "to accurately measure what's really going on for new vehicle buyers. At the core are the values and feelings that drive decision-making."
"Understanding the emotional response," says Edwards, "helps make sense of what buyers' really want. Understanding that there is a hierarchy of emotions brings consumer needs clearly into focus."
Each 2002 Total Quality Award(TM) winner had individual areas of strength, though most scored well in all areas. The number of consecutive wins is marked in brackets.
Volkswagen Golf 881 (5). Perennial winner Golf offers excellent emotional delivery of freedom, esteem and harmony on a very strong base of security. Added to that are VW strengths in handling and exterior craftsmanship offered in a lower-priced car.
Chrysler PT Cruiser 891 (2). Winner again in its second year, PT Cruiser blows away the competition not only in styling, but also on room and innovation. This truly capable and very individual car strongly delivers on esteem and harmony issues.
Volkswagen Passat (5) / Nissan Maxima 895 (tie). Maxima, a newcomer to the winner's circle, tied with perennial leader Passat. Maxima scores very high on the crucial issue of power, while the VW sedan delivers benefits in handling and craftsmanship. Both offer strong emotional responses.
Oldsmobile Aurora 878. Aurora, a surprise winner, beat the competition with handling and roadability. Owners scored it well in the emotional arenas of feeling in control and harmony. A strong warranty and incentive pricing affected buyers' responses.
Volkswagen New Beetle 899 (4). New Beetle wins again for the fourth straight year on styling, handling and craftsmanship among other strong deliverables. It provides even more fun in a fun-seeking segment built on a very strong base of security. It also delivers a sense of harmony in its finished completeness.
Honda Accord Coupe 886 (2). To the usual Honda strengths of great reliability and craftsmanship, the Accord Coupe adds handling. Emotionally it bestows on its owners a feeling that they made a smart choice and a sense of harmony, both hallmarks of the Honda brand.
BMW 3-Series 919 (4). The 3 Series continued its four-year winning streak with high marks on its roadability, handling and craftsmanship. It revs up the emotional cylinders for its owners in all three aggregate areas of freedom, esteem and harmony on a very strong base of security.
Lexus LS 430 934 (2). The LS 430 wins for the second year in a row with top-rated ride, craftsmanship and quietness. Emotionally it makes its owners feel very secure and provides strong peace of mind and a sense of being at ease. It also achieves a high level of balance with its refinement and finish.
Toyota Solara Convertible 880. Camry Solara excels in its category with its roadability, handling and ride with a much higher degree of comfort and room. While strong on the segment's usual emotional hot buttons, it also gives its owners superior levels of security (particularly trust, dependability and comfort).
Lexus SC430 931. Wedding style, handling and innovation to craftsmanship makes the SC430 a winner. It makes its owners feel secure while delivering a sense of individuality, and excitement in a vehicle that is refined and finished.
Honda Odyssey 870. Odyssey regains its spot at the top in 2002 with advantages in power, room and innovation. It gives buyers an extremely strong sense of security, peace of mind, control and the feeling of being a very smart buyer, a Honda trademark.
Honda CR-V 884. The new CR-V does particularly well versus its competitors on all aspects, particularly in the areas of room and innovation. Emotionally it has "Honda" written all over it, providing higher scores in smart choice and harmony.
GMC Envoy / Toyota 4Runner 878 (tie). GMC's new entry excels in power, innovation and room/capacity. It sparks emotions of power, control and balance. The 4Runner scores highly in the traditional Toyota areas of craftsmanship, reliability, comfort and quietness. It delivers a strong emotional base of security and "smart choice."
Toyota Sequoia 876 (2). Added to the usual Toyota strengths of craftsmanship and reliability are room, styling and comfort. It delivers strong feelings of security and control and a sense it meets buyers' needs.
BMW X5 904. Consistent with the brand, the X5 scores well in craftsmanship, ride and handling, as well as roadability and style. It provides a great sense of freedom, especially in power and control, esteem and balance.
Dodge Dakota 854 (4). Dakota, in its fourth win in a row, excels in styling, handling, roadability and room. These attributes and others provide superior levels of freedom and esteem to its buyers.
Toyota Tundra 896 (3). The surprise is that besides the usual Toyota craftsmanship and reliability, Tundra adds handling, power and roadability. Owners feel a great sense of freedom and peace of mind in a vehicle that enhances their sense of esteem and offers a feeling of harmony and balance.
This is the eighth year Strategic Vision has calculated the Total Quality Index(TM), beginning in 1995. The firm also releases a Problem Impact Measure(TM) and the Total Value Index(TM) that measures all economic issues in September.
The research firm, founded in 1986, studies consumer and constituent decision-making on a variety of topics in diverse industries. Clients include various auto manufacturers, Coca-Cola, American Airlines, and Procter and Gamble.
