Toyota Motor Captures 6 Winners Of Strategic Vision's 2001 Total Quality Index
SAN DIEGO--July 2, 2001--Toyota Motor Sales, USA, Inc., came out the big winner on Strategic Vision's 2001 Total Quality Index(TM) (TQI), with six vehicles (three Toyota and three Lexus models leading their segments). The San Diego-based research firm calculates the index, the premier measure of new vehicle owner satisfaction, annually.Joining the Lexus flagship LS 430 in top honors were the IS 300 (tie), RX 300, Toyota Sequoia, Tundra and MR2 Spyder. "The Tundra and Sequoia wins should be warning shots for Detroit," says Daniel Gorrell, Strategic Vision vice president. "In segments traditionally owned by the domestics, they're deeply satisfying their owners."
Volkswagen continued to lead both full-line corporations and brands $21,000 -- $30,000. It's cars won three Total Quality Awards(TM) (one tied). The Chrysler Group's four winners were the only domestics to take top place. BMW remained the highest scoring brand.
More than 31,000 buyers rated the following vehicles tops in their segments:
Small Car Volkswagen Golf(a)
Compact Car Chrysler PT Cruiser
Mid-Size Car Volkswagen Passat(a) / Infiniti G20 (tie)
Larger Car Chrysler LHS(a)
Small Specialty (<$30,000) Volkswagen New Beetle(a)
Mid-Specialty Car Honda Accord Coupe
Near-Luxury Car BMW 3-Series(a) / Lexus IS 300
Luxury Car Lexus LS 430
Convertible (<$30,000) Toyota MR2 Spyder
Minivan Chrysler Town & Country
Small SUV Hyundai Santa Fe
Medium SUV Land Rover Discovery II
Large SUV Toyota Sequoia
Luxury SUV Lexus RX 300
Compact Pickup Dodge Dakota(a)
Full-Size Pickup Toyota Tundra(a)
(a) 2000 Total Quality Award(TM) winner
Strategic Vision's TQI offers the most complete measure of the ownership experience, including the emotional response to the vehicle. Toyota Motor winners rated high in craftsmanship and reliability, traditional strengths for this manufacturer. Their owners find a strong sense of security and think their refined vehicles were a smart choice.
"Building on strong foundation, Toyota Motor is starting to add the fun, delightful touches that put vehicles at the top of their class," says Gorrell. "Owners rated Sequoia and Tundra very strong in delight, with Sequoia also high in pride and fun."
DaimlerChrysler followed with a total of four winners, three from the Chrysler brand (LHS, PT Cruiser and Town & Country) and one from Dodge (Dakota). The strong showing of Cruiser helped make Chrysler the most improved brand, versus full-year 2000 data. Hyundai also showed a double-digit increase.
BMW remained the highest scoring brand at 901. It's 3-Series was co-winner in the Near-Luxury class. In contrast, Hyundai (Santa Fe in Small SUV) and Land Rover (Discovery II in Mid-Size SUV) won their first ever Total Quality Awards(TM).
The Total Quality Index(TM) (TQI) measures satisfaction as consumers define it: the whole experience of buying, owning and driving a new vehicle. "Owners don't rate features of their vehicles, they compile their experiences, including the feelings generated. Thus, our TQI had to be very complex enough to accurately measure that," says Dr. Darrel Edwards, Strategic Vision president.
"Emotions drive the ownership experience," says Edwards. "That's why you need to measure and understand buyers' emotional response, or you can easily draw inaccurate conclusions about what people want, need and expect."
Owners who participated in the study purchased their new vehicles in October, November and December of 2000. They were surveyed after they had had at least 90 days to experience their car or truck. Total Quality Award(TM) winners had to be 2001 models.
The winners generally satisfied their owners with a strong base of security, including comfort, confidence, trust and safety, then added esteem, with some more focused on fun and others that they made a smart choice.
Volkswagen Golf 874. Golf delivers strongly to its owners on all emotional levels -- security (safety), freedom (control), esteem (fun) and harmony. Added to that are strong craftsmanship, handling characteristics and quietness.
Chrysler PT Cruiser 895. Style, craftsmanship, ease of use, thoughtfulness and innovation get especially high marks, delivering strong emotions of freedom, esteem and harmony. This is a smart choice that's fun to drive and gives its owners great delight.
Volkswagen Passat 879 / Infiniti G20 879. Taking different roads to the top, Passat excels in craftsmanship, handling, room and power, while G20 offers strong dealership and reliability. Both offer a great sense of security, to which Passat adds pride and fun and G20 adds success, prestige and "a smart choice."
Chrysler LHS 858. Owners liked the styling, handling, room, ride, craftsmanship and reliability of this larger car. That gave them a strong sense of esteem and harmony.
Volkswagen New Beetle 901. Versus other coupes, New Beetle delivers great roominess, ease, ride and craftsmanship and is still seen as innovative. Those attributes create a strong emotional response in all areas, especially a sense of ease, friendliness and harmony.
Honda Accord Coupe 891. To the usual Honda attributes of reliability and craftsmanship, the Accord Coupe adds handling and roadability to become a winner. It offers its owners a strong sense of harmony, the marker of a strong brand.
BMW 3-Series 903 / IS 300 901(difference not statistically significant). Repeat winner BMW 3-Series scores big in roadability, handling, power and innovation, while newcomer IS 300 shines in style, reliability and dealership. While 3-Series owners feel a strong sense of security, control, esteem, harmony and refinement, IS 300 buyers get a sense of individualism, fun, success and prestige in making a smart choice.
Lexus LS 430 925. Lexus' new top-of-the-line excels in ride, craftsmanship, reliability and power to earn the highest score of the 2001 TQI. Feeling a sense of security, esteem, pride and harmony make its owners believe their choice was a smart one.
Toyota MR2 Spyder 872. Toyota took a different road with its new Spyder, emphasizing roadability, handling, power and style. Owners find control, individuality, fun and harmony in their ragtop.
Chrysler Town & Country 838. Craftsmanship, ride, handling and innovation are just some of the factors on which Town & Country scores above its segment. Owners feel a sense of pride, prestige and harmony in a minivan they believe is a smart choice and a leader.
Hyundai Santa Fe 857. Craftsmanship, quietness, ease of use, thoughtfulness and style are only some of the areas where Santa Fe owners rate it highly. Hyundai's first attempt at a sport utility vehicle delivers a stronger emotional response in security, freedom, esteem and harmony than others in its class.
Land Rover Discovery II 846. A strong dealership experience gives Discovery II an edge, along with its craftsmanship, roadability and innovation. New buyers get a sense of security, individualism, pride, prestige and fun in vehicle they think is refined and a leader.
Toyota Sequoia 865. Besides the Toyota hallmarks of craftsmanship and reliability, all that room and its ride are what owners especially like about this giant. They feel a sense of fun and pride as well as harmony in a vehicle they see as a smart choice.
Lexus RX 300 899. To the strong Lexus dealership experience, add craftsmanship, reliability and ride to create this winner. New buyers feel secure and at ease in a vehicle they believe is refined and a smart choice.
Dodge Dakota 836. For the third straight year, Dakota leads its class because of its roadability, power, handling and ease of use. Besides a strong sense of security, it delivers pride and fun that help its owners feel it's a smart choice.
Toyota Tundra 862. To the usual Toyota strengths of craftsmanship and reliability, Tundra adds power, ride and quietness. Owning one generates a sense of security, esteem and leadership in a refined vehicle that is a smart choice.
Strategic Vision has assessed new vehicle owner satisfaction and calculated the Total Quality Index(TM) annually since 1995. In addition, the firm issues its Problem Impact Measure(TM) in August, and the Total Value Index(TM) in September.
Founded in 1986, the company conducts leading-edge research in consumer and constituent decision-making for diverse companies. Clients include various auto manufacturers, Coca-Cola, American Airlines, and Procter and Gamble.
