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DaimlerChrysler Leads 4 Categories in Strategic Vision's Awards

3 May 2000

DaimlerChrysler Leads Four Categories in Strategic Vision's Total Quality Awards(TM)
    AUBURN HILLS, Mich., May 2 Four DaimlerChrysler vehicles
led their segment in consumer satisfaction according to Strategic Vision's
Total Quality Index(TM) (TQI) owner survey.
    The annual survey measured 41,000 owners' experiences with their new 2000
model year vehicles after at least 90 days of driving.  The Chrysler LHS,
Dodge Dakota, Dodge Durango and Mercedes-Benz S-class each received top marks
in their category.  DaimlerChrysler customers cited reliability, craftsmanship
and styling most often as reasons for their satisfaction.  The Strategic
Vision survey also noted the following:

    *  The Chrysler LHS owners feel confident, in control and proud of a car
that is fun to drive, handles well and meets their needs.
    *  The Dodge Dakota's style and exterior craftsmanship on the outside and
reliability, power and safety behind the wheel gave it top marks in its
category.  It also evoked emotions of safety, confidence, control, pride and
fun from its owners.
    *  The Dodge Durango was recognized for power, room/capacity, reliability
and fun-driving while making owners feel safe and confident.
    *  The Mercedes-Benz S-class had the highest satisfaction rating of any
vehicle.  The dealership experience, safety, comfort, quietness, power and
confidence make S-class owners proud.

    "We're happy to see our efforts to delight our customers being
recognized," said Cindy Hess, Vice President - Corporate Quality for
DaimlerChrysler Corp.  "While it's great to be noted for quality vehicles,
it's perhaps even more important to know consumers are giving us high marks
for the ownership experience."
    The TQI measures satisfaction as consumers define it: the whole experience
of buying, owning and driving a vehicle.  Owners do not rate their vehicles in
the survey, but rather evaluate their various experiences, including the
feelings generated.
    "Emotions are at the core of experience, and drive it," said Dr. Darrel
Edwards, Strategic Vision President.  "Unless you measure and understand
buyers' emotional response, you're just looking at the tip of the iceberg."