Strategic Vision: Volvo, Volkswagen Top 1998 Value List
31 August 1998
Strategic Vision: Volvo, Volkswagen Top 1998 Value List SAN DIEGO, Aug. 31 - With its S70 heading the list and its
S90 third, Volvo ranked as best brand on Strategic Vision's 1998 Total Value
Index(TM). The San Diego-based research firm today released the winners of
its Total Value Award(TM) in 14 segments, as well as the highest scores.
Volvo scored 770 points out of an ideal 1,000. Lexus was second at 749
and Volkswagen third with 745.
Volkswagen's resurgence was the really big news. With fewer defects and
new products generating excitement for the brand, the German firm led every
segment in which it had a vehicle: Golf in small cars; Jetta in compact cars;
Passat in mid-size cars; and the Cabriolet in convertibles under $30,000. It
was the top full-line corporation.
Volkswagen owners rated their purchases high in value because of good
warranty coverage, strong expected durability and good value for the money.
They also rated them well in Total Quality, which measures the product,
dealership and emotions generated by the ownership experience.
"The new Beetle generated a lot of excitement for the brand," said
Strategic Vision vice-president Dan Gorrell, "but it's the craftsmanship,
durability and performance for the price that make Volkswagen owners so
satisfied."
The ten top-scoring vehicles were exclusively cars, five from the
near-luxury segment, three from luxury and two from the mid-size segment.
Winning vehicles in each of fourteen segments (ties signify no statistical
difference between the top two vehicles) and areas in which their owners found
good value are:
Small Car: Volkswagen Golf (TVI = 737). Besides good Total Quality, Golf
owners thought they got a good price/deal as well as strong warranty coverage,
and durability.
Compact Car: Volkswagen Jetta (TVI = 719). The Volkswagen hallmarks of
warranty, durability and value for the money are the economic strengths of
owning Jetta.
Mid-Size Car: Volkswagen Passat (TVI = 758). Very strong Total Quality,
good fuel economy, warranty, durability and value for the money make Passat a
smart choice.
Larger Car: Ford Crown Victoria (TVI = 732). Crown Victoria owners think
they got an exceptional deal. Expected durability and resale as well as value
for the money are above segment average.
Sporty Car Under $30,000: Saturn Coupe (TVI = 745). This Saturn is
extremely affordable for the class, economical to own and offers its owners
good fuel economy, durability and strong resale value.
Near-Luxury Car: Volvo S70 (TVI = 789). The top-scoring S70 excels in
Total Quality and the price paid. Its owners find it economical to own, with
good fuel economy, warranty coverage, durability and resale value: in all, an
excellent value for the money.
Luxury Car: Lexus LS 400 (TVI = 772). LS 400 owners believe they got a
good deal on their car. Versus others in this class, it is economical to
own, offers good fuel economy, excellent warranty, exceptional durability and
good resale value.
Convertibles Under $30,000: Volkswagen Cabriolet (TVI = 731). Its owners
see it as strong in Total Quality, as well as affordable, economical to own
with good fuel economy, warranty coverage, expected resale and excellent
durability.
Minivans: Honda Odyssey (TVI = 697). Odyssey adds a strong brand
identity to good Total Quality, fuel economy, durability and resale value.
Small Sport Utility Vehicle: Honda CR-V / Toyota RAV4 tie (TVI = 687 / 687 ).
These co-winners each excel in different areas to top their segment. The RAV4
is seen as economical to own with good fuel economy and the CR-V is strong in
durability and resale value.
Mid-Size Sport Utility Vehicle: Mercury Mountaineer (TVI = 671 ). A good
price combined with good warranty, durability and above average value for the
money makes Mountaineer a Total Value winner.
Full-Size Sport Utility Vehicle: Chevrolet Tahoe / GMC Yukon tie
(TVI = 662 / 661 ). These vehicles show stronger than average Total Quality
and strong warranty coverage. To this Tahoe adds better than segment average
economy of ownership and fuel economy. Yukon owners perceive that they got
good value for the money.
Compact Pickup: Chevrolet S10 (TVI = 696 ). S10 value strengths are in
the price/deal offered, being economical to own and good fuel economy for the
segment.
Full-Size Pickup: Toyota T-100 / Ford F Series tie (TVI = 666 / 663 ).
Besides being economical to own, the T-100 is strong in the traditional Toyota
areas of durability and resale value. The F Series tops the list because of
its Total Quality and price.
Strategic Vision's Total Value Index(TM) is based on the responses of more
than 49,000 new vehicle buyers who purchased 1998 models in January, February
and March of this year and who had owned their vehicles at least 90 days.
After calculating a Total Quality score of owners' complete experience
with their vehicles, the San Diego firm looks at the positive economic
consequences buyers believe came with their choice. Especially important are
perceptions that the buyer got a "good deal," the vehicle will have strong
resale value and it will be durable.
All short- and long-term economic issues are then factored into a value
equation along with Total Quality. The final numbers produce the Total Value
Index(TM) (TVI) score.
Since 1995, Strategic Vision has annually conducted a syndicated Total
Quality survey of new car buyers that measures the complete ownership
experience. From that it calculates a Total Quality Index(TM), Dealer Total
Quality Index(TM), Total Value Index(TM) and, new this year, a Problem Impact
Measure(TM).
The firm also researches consumer decision-making and experiences in a
variety of industries. Clients include Coca-Cola, American Airlines and
Procter and Gamble, in addition to various automotive manufacturers.
For further information and TVI scores, visit Strategic Vision's website
at http://www.vision-inc.com or contact Daniel Gorrell at 714-544-3466.
Brands Over 700
TVI Score
Volvo 770
Lexus 749
Volkswagen 745
BMW 735
Mercedes Benz 734
Saturn 726
Acura 716
Audi 716
Honda 715
Infiniti 712
Buick 709
Cadillac 706
Top 10 Models
TVI Score
Volvo S70 789 (near luxury cars)
Mercedes Benz C-Class 782 (near luxury cars)
Volvo S90 778 (near luxury cars)
BMW 318ti 778 (near luxury cars)
Lexus LS 400 772 (luxury cars)
Volkswagen Passat 758 (mid-size cars)
BMW 5 Series 756 (luxury cars)
Mercedes Benz S-Class 751 (luxury cars)
Lexus ES 300 747 (near luxury cars)
Honda Accord 746 (mid-size cars)
