“Best 2013 Total Quality™ Vehicles; Winners May Surprise You,” Says
SAN DIEGO -- May 13, 2013
Strategic Vision declares the results of its 18^th annual Total Quality Index™
(TQI) study. With new model vehicles like Chrysler’s Town & Country, Dodge
Dart, Buick Enclave, Chevrolet Traverse and Ford Fusion all being Total
Quality winners in their respective segments, it is clear that domestic
manufacturers restated their position in some very competitive segments.
“There’s no questioning domestic car makers want to lead. For the first time
in over a decade our comprehensive and complete study of Quality resulted in
more domestic winners than imports,” says Alexander Edwards, President of
Strategic Vision. “Don’t misunderstand, imports like Hyundai are a force to be
reckoned with and Toyota has regrouped with Total Quality winners Lexus LS,
Tacoma and FJ Cruiser. However, domestics are running in the tight race also,
and it’s now forcing all manufacturers to build the most superior, innovative
and holistically Quality vehicles possible to gain the hearts and minds of the
customer,” concludes Alexander Edwards.
Strategic Vision has been measuring quality since 1994, using a comprehensive
and actionable concept called “Total Quality,” which not only factors in
counting problems but includes multiple aspects of influence and perception
that customers use as a base for all their decisions. In addition to a
multivariate examination of 155 specific aspects of Total Quality, Strategic
Vision uses a discriminating scale to accurately measure the most meaningful
Quality experience products are generating to customers. “In our vehicle study
we look at over 442 variables, many using a scale that involves Love,” says
Darrel Edwards, Ph.D., Founder and Executive Chairman of Strategic Vision.
“Our on-going, revolutionary goal is always capturing the hearts and minds of
the customer’s decision-making. That is why we use scales that include: 5) I
Love It, 4) Delightful, 3) Excellent, 2) Satisfactory and 1) A Failure. We use
specific aspects of specific emotions to create a scale that captures concrete
judgments with great clarity, thus we have Total Quality,” expounds Dr.
Strategic Vision’s Total Quality Index study summarizes how individual models,
brands and corporations all performed. Volkswagen Group of America was again
the best overall corporation in Total Quality for the eighth consecutive year,
with its luxury brand Audi tied with Lexus for the best individual brand. Ford
Motor Company is second, followed by a statistical tie for third place with
General Motors Corporation and Hyundai Motor Corporation. GM had remarkable
success with Buick Enclave, Chevrolet Volt, Traverse, Corvette
Coupe/Convertible, Avalanche and GMC Yukon, as all are Total Quality winners.
Ford Fusion was a co-leader in the very competitive Mid-size Car Segment, with
F-250/350 leading Heavy Duty Trucks.
“Dodge Dart’s win in the small car segment is extraordinary when you consider
how much focus, design and competitive engineering exists within this
important segment,” says Strategic Vision Vice President Christopher Chaney.
“Dart is essentially ‘proof of concept’ that when you mix super exceptional
versatility, motivating exterior styling, and a strong array of high quality
performing components and concepts, customers respond. The challenge then
becomes getting the word out,” states Chaney.
Other Total Quality winners from Chrysler were the 200 Convertible and Dodge
Durango. Hyundai Genesis and Audi A4 Sedan tied as winners in the Near-Luxury
Car Segment. Kia Soul was the leader in the popular Small Multi-Function
Segment and Kia had several others of its models finishing near the top.
Toyota Motor Sales has regrouped well with redesigned Lexus LS being the best
among demanding Luxury Car buyers.
Strategic Vision has presented Total Quality™ annually since 1995. Based on
Strategic Vision’s quantitative “ValueCentered®” NVES study, the Total Quality
Index was calculated from 17,568 buyers who purchased 2013 models during
September to November 2012. The following list contains the number one ranked
vehicles in Total Quality in their segments as rated by new vehicle buyers:
Small Car Dodge Dart 884
Small Multi-Function Kia Soul 868
Medium Car Ford Fusion / Chevrolet 908/907
Medium Multi-Function Honda Accord Crosstour* 877
Larger Car Volkswagen CC 920
Near-Luxury Car Hyundai Genesis / Audi 922/921
Luxury Car Lexus LS 955
Specialty Coupe MINI Cooper Hardtop 913
Premium Coupe (>$28,000) Chevrolet Corvette Coupe 931
Convertible (<$30,000) Chrysler 200 Convertible 917
Premium Conv./Roadster Chevrolet Corvette Conv. 959/957
(>$30,000) / Porsche Boxster
Minivan Chrysler Town & Country 850
Small SUV Volkswagen Tiguan** / 885/883
Toyota FJ Cruiser
Medium SUV Dodge Durango 881
Medium Crossover Chevrolet Traverse 900
Large SUV GMC Yukon 893
Near Luxury SUV Buick Enclave 928
Luxury SUV Porsche Cayenne 948
Standard Pickup Toyota Tacoma 847
Full-Size Pickup Chevrolet Avalanche 896
Heavy Duty Pickup Ford F250/350** 892
* 2011 - 2012 Leader
** 2010 - 2012 Leader
Strategic Vision is a research-based consultancy with over thirty-five years
of experience in understanding the consumers’ and constituents’
decision-making systems for a variety of Fortune 100 clients, including most
automotive manufacturers. Its unique expertise is in identifying consumers’
comprehensive, motivational hierarchies, including the product attributes,
personal benefits, value/emotions and images that drive perceptions and
behaviors. J. Susan Johnson, CEO of Strategic Vision, coined the phrase “True
Innovators” and we measure this construct in the detailed Total Value Index
report. The ValueCentered® psychology and research methods were defined by Dr.
Darrel Edwards in 1968, and enhanced by co-founders J. Susan Johnson (1972)
and Sharon Shedroff (1975). For further information, contact Alexander Edwards
and Christopher Chaney at (858) 576-7141 or visit www.strategicvision.com.
Alexander Edwards / Dr. Darrel Edwards
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