Survey:
BMW Brand Scores Highest in
'Total Quality' with New Car Buyers
New
vehicle buyers determine quality by the whole experience, not
just parts, says San-Diego based research firm Strategic Vision.
The company recently released the results of its 2003 Total Quality
Index™ (TQI), that measures the complete ownership experience,
including the emotions generated—the same criteria buyers
use to measure quality.
Problems
reported in other indices had less bearing on owners’ satisfaction
with vehicles such as the MINI Cooper (912 out of 1000 possible)
and the Hummer H2 (902). “Minor problems detract little,”
says Strategic Vision President Dr. Darrel Edwards, “when
the overall experience, and especially the emotional response,
is so positive.”
Though
imports headed the majority of segments, the domestic auto manufacturers,
particularly General Motors, are making gains. New vehicle buyers
rated GM tops in three segments with a tie in a fourth. Ford,
after four years out of the top spot, won in two segments.
BMW
remained the highest scoring brand, while Cadillac moved into
second place, ahead of Lexus and Mercedes. Compared to full-year
2002 results, it was the most improved brand. “People who
buy Cadillac today are really pleased with their products,”
says Daniel Gorrell, Strategic Vision vice-president. “Now
the task is to convince non-owners to take a look.”
New
vehicle buyers rated the following tops in their segments:
-
Small Car - Saturn Ion
- Compact
Car - VW Golf*/Chrysler PT Cruiser*/Pontiac Grand Am (TIE)
- Mid-Size
Car - Honda Accord Sedan
- Larger
Car - Pontiac Bonneville/Oldsmobile Aurora* (TIE)
- Small
Specialty Coupes - Mini Cooper
- Medium
Specialty Coupes - Honda Accord Coupe*
- Near-Luxury
Car - Infiniti G35 Sedan
- Luxury
Car - Mercedes S-Class/BMW 5-Series (TIE)
- Convertible
(<$30,000) - Ford Mustang Convertible
- Convertible
(>$30,000) - Porsche Boxster
- Minivan
- Honda Odyssey*
- Small
SUV - Hyundai Santa Fe
- Medium
SUV - Toyota 4Runner/Kia Sorento (TIE)
- Large
SUV - Ford Excursion
- Near
Luxury SUV - Volvo XC90
- Luxury
SUV - Land Rover Range Rover
- Compact
Pickup - Subaru Baja
- Full-Size
Pickup - Chevrolet Avalanche 1500
* 2002 TQA Winner (CONTINUE...)
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