Imports Lead in Value, Says Strategic Vision
2 November 1999
Imports Lead in Value, Says Strategic Vision
SAN DIEGO, Nov. 1 -- Despite all the cash incentives by
domestic auto manufacturers, European and Asian brands top Strategic Vision's
1999 Total Value Index(TM) (TVI), with eight of the top 10 marques. The San
Diego research firm annually measures how new vehicle buyers assess the short-
and long-term economic issues against the quality of the total ownership
experience: did they get their money's worth?
Results are based on the responses of more than 47,000 new buyers who
purchased in January through March and had owned their vehicles for at least
90 days. The index measures perceived Total Quality against the affordability
and the deal offered, as well as whether or not the vehicle is economical to
own, gives good fuel economy, warranty coverage, durability and expected
resale value.
Volvo (750) was the leading brand, followed closely by BMW (748), Saturn
(747), Volkswagen (747) and Lexus (745). "Volvo adds a real jewel to Ford's
somewhat tarnished crown," says Strategic Vision vice-president Daniel
Gorrell. "All the corporation's other brands had mediocre showings in
perceived value for the money."
By segment, Volkswagen was a real winner, topping all but one of the
segments in which it has models. Golf, Jetta, Passat and Cabriolet offer
their owners much better than average total quality and expected durability.
Lexus was the luxury leader, with the ES 300, LS 400 and RX 300 ahead in their
respective categories due to good deals and exceptional expected durability.
With the Saturn Coupe scoring the highest of any model to head the Sporty
Cars Under $30,000 class, GM was the leading domestic with four winners.
By segment, the TVI winners for 1999 were:
Small Car Volkswagen Golf 755
Compact Car Volkswagen Jetta 769
Mid-Size Car Volkswagen Passat 741
Mid-Size Coupe Toyota Solara 765
Larger Car Chrysler Concorde 722
Sporty Car (Under $30,000) Saturn Coupe 781
Near-Luxury Car Lexus ES 300 771
Luxury Car Lexus LS 400 776
Convertibles (Under $30,000) Volkswagen Cabriolet 727
Roadsters/Convertibles (Over $30,000)
BMW Z3/BMW 3 Series Convertible (TIE) 732/731
Minivan Honda Odyssey 694
Small SUV Honda CR-V/Toyota RAV4 (TIE) 704/704
Mid-Size SUV Toyota 4Runner 678
Full-Size SUV GMC Yukon 672
Luxury SUV Lexus RX 300 728
Compact Pickup Chevrolet S10 681
Full-Size Pickup GMC Sierra Classic C/K 701
This marks the fourth straight win for both the Saturn Coupe and the Honda
Odyssey. The Volkswagen Cabriolet and the Lexus LS 400 lead their segments
for the third consecutive year. This is also the third win for the Volkswagen
Passat and its second year in a row.
Despite the interest in trucks, cars score much higher in Total Value.
That mirrors their higher scores in Total Quality, their better gas mileage,
and their owners' belief that they are more economical to operate.
The most improved brand was Hyundai at 705. "They've steadily improved
their product, particularly the new Sonata," says Gorrell, "so that buyers
believe they're getting something for their money. With an improved warranty
program, only Volkswagen, Saturn and Honda in brands selling under $20,000 are
ahead of them, and those are some pretty awesome competitors."
The Total Value Index(TM) has a possible score of 1,000, which represents
customers' ideal. "When you're playing off quality, price and the economic
consequences, you obviously have compromises," says Strategic Vision
president, Dr. Darrel Edwards. "Because of that, a perfect score is probably
impossible, but a score above 700 is pretty good.
Strategic Vision is a San Diego, California, based research and consulting
company that specializes in understanding consumer and constituent motivation.
It monitors and reports on trends in the automotive industry in addition to
conducting proprietary research for both automotive and non-automotive
clients.
This is the fourth year Strategic Vision has published the Total Value
Index(TM). Complete scores are available at http://www.vision-inc.com. For
questions or additional information, please contact Daniel Gorrell at
(714) 544-3466.