Strategic Vision Survey Shows Saturn's Owners Value Their Vehicles
8 September 1997
Strategic Vision Survey Shows Saturn's Owners Value Their Vehicles
SAN DIEGO, Sept. 8 -- Value in big ticket cars and trucks is
more than mere price, according to Strategic Vision, the San Diego,
California-based research firm. The company today released its 1997 Total
Value Index(TM) naming the winners in 14 categories.
"New car and truck owners consider the totality of what they got for their
money -- the product itself, the dealership experience as well as the cost of
ownership, durability, expected resale value, in addition to the price -- when
they decide whether or not they won or lost in buying a new vehicle,"
according to Daniel A. Gorrell, Strategic Vision vice president.
"Our study shows clearly," Gorrell said, "that Saturn owners as a group
believe they got a terrific value when they bought their cars. The survey
results show these owners are more satisfied with the value of their purchase
than the owners of considerably more expensive and luxurious cars."
Here, based on Strategic Vision's study, are the 1997 Total Value
Winners(TM):
Small Car Saturn Sedan
Compact car Honda Accord
Mid-Size Car Buick Regal Sedan
Large Car Buick LeSabre/Ford Crown Victoria
(co-winners)
Lower-Price Sports Car Saturn Coupe
Mid-Specialty Car Pontiac Grand Prix
Near Luxury Car BMW 318ti/Lexus ES 300 (co-winners)
Luxury Car Acura RL/Lexus LS 400 /Lexus SC 300
and SC 400 (co-winners)
Lower Price Convertible Volkswagen Cabriolet
Minivan Honda Odyssey
Mid-Size SUV Mitsubishi Montero
Full-Size SUV Ford Expedition
Compact Pickup Dodge Dakota/Ford Ranger/
Mazda B Series/Toyota Tacoma
(co-winners)
Full-Size Pickup Dodge Ram
The survey's results are based on the responses of 54,749 new vehicle
owners who purchased their 1997 models in the first quarter of 1997 and had
driven them for a least 90 days. Vehicles with less than a statistically
adequate sample were not included. Where no vehicle was statistically ahead
of others in its segment, co-winners were named.
"General Motors Corp. emerges as the company with the most value winners,"
Gorrell said. "And there are several factors to explain it.
"Saturn is the clear leader of all brands because of its high resale value
and because of its positive dealer relationship that helps buyers believe they
are treated fairly. Other GM divisions are putting the Saturn lessons into
practice.
"And then there's the new GM products. Owners of the new Regal and Grand
Prix love their cars, and our survey numbers show it," Gorrell said.
After Saturn, the brands scoring the highest were Lexus and Volvo, which tied.
The complex Total Value score includes owner assessments of the price/deal,
warranty coverage, expected resale value, expected affordability, durability
and anticipated operating costs as well as a measure of the total quality of
the vehicle and the owner's overall satisfaction with it and delight in the
deal.
Dr. Darrel Edwards, Strategic Vision president, said, "Central to
understanding what goes on for new vehicle buyers is the interaction among the
many parts of value. Isolating any part gives a very distorted picture. You
can't ignore the dynamics, since improvements in one area can affect the
entire picture for the consumer."
Here are some of the reasons the winning vehicles won:
Saturn Sedan: Exceptional dealership experience coupled with strong
expected durability and resale value for a car in its price class.
Honda Accord: Renowned Honda reliability and craftsmanship with strong
expected durability and resale value.
Buick Regal Sedan: Strong new entry with style, handling, ride and power
strengths combined with good expected resale value.
Buick LeSabre and Crown Victoria: Both rated well in reliability and
expected durability. Crown Victoria was seen as very affordable.
Saturn Coupe: An exceptional dealership experience, reliability and
craftsmanship at a good price. Owners believe their Saturn will be durable
and offer good resale value.
Pontiac Grand Prix Coupe: Hot styling, handling, power and roadability
combined with strong expected resale value.
BMW 318ti/Lexus ES 300: The small BMW excels in handling and roadability
at a good price. Lexus provides exceptional reliability, craftsmanship,
quietness and good dealership experience with good resale.
Lexus SC 300/SC400/LS 400/Acura RL: All models offer high reliability,
craftsmanship and quietness with expected durability and resale value. RL
owners like the deal, and Lexus offers a strong dealership experience.
VW Cabriolet: A ragtop with reliability and European craftsmanship coupled
with strong expected durability and resale value.
Honda Odyssey: This small minivan offers hallmark Honda attributes of
reliability and craftsmanship with superior expected durability and resale.
Mitsubishi Montero: Strong reliability, styling and handling with strong
durability and resale at a good price or deal.
Ford Expedition: With exceptional room and style, this vehicle also offers
strong perceived durability.
Toyota Tacoma/Ford Ranger/Mazda B Series/Dodge Dakota: The larger Dakota
offers many product advantages while the smaller trucks deliver affordability.
Dodge Ram: Offers buyers strong styling and roominess with expected
durability and resale value.
Strategic Vision, founded in 1986, studies the decisions and experiences
consumers have with products and services in a wide range of industries.
Clients include Coca-Cola, American Airlines, Procter and Gamble and the
American Broadcasting Company, in addition to many automotive manufacturers.
Because vehicle quality, dealer and economic issues are so important in
the vehicle ownership experience, Strategic Vision calculates separate indices
on these issues. The Total Quality Index which measures "things gone right"
with a vehicle as well as defects is issued in April. The Dealer Total
Quality Index is released in May.
Further details of the Total Value Index are available at the Strategic
Vision Website at http://www.vision-inc.com.
SOURCE Strategic Vision
