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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    

    Among the Japanese makers, Honda was the only multi-segment winner with three. Infiniti G35's top honors in the near-luxury car category were the first for the brand. Subaru led one segment, and Toyota had a tie with its redesigned 4Runner.

    Korean manufacturers Hyundai and Kia continue to improve, especially their newer products. Both won sport utility segments (Kia in a tie with the redesigned Toyota 4Runner), and all Hyundai vehicles, except Accent, were above segment average. The XG 350 outscored mid-size rivals Volkswagen Passat and Toyota Camry.

    Despite gains by the domestics, Volkswagen remained the top-scoring full-line corporation, followed by Honda, Nissan and Toyota. At 932, the Porsche Boxster was the highest rated model.

    Size and price increases caused realignments in some segments. Perennial winners Volkswagen Golf (six in a row) and Chrysler PT Cruiser (three in a row) are now pitted head to head, resulting a three-way tie with Pontiac Grand Am.

    TQI measures satisfaction as consumers define it: the whole experience of buying, owning and driving a new vehicle. “Our goal was to measure quality as new vehicle owners define it,” says Dr. Darrel Edwards, Strategic Vision president, “and that meant the index had to be as complex as people, specifically new vehicle buyers, are.

    “At the heart are measures of the values and feelings that drive decision-making,” says Edwards. “These are the key to what buyers really want. Recognizing this hierarchy of emotions brings consumer needs clearly into focus.”

    Strategic Vision surveyed more than 31,000 October – November buyers of 2003 models at least 90 days after their purchase. TQI is then calculated from the responses in a very complex correlation of expectations, emotions, and attributes.

    This is the ninth year Strategic Vision has calculated the Total Quality Index™, beginning in 1995. It also releases a Problem Impact Measure™, Total Value Index™ and Total Delight Index™ that further examined buyers’ responses to their new vehicles.

    Source: Strategic Vision

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