Strategic Vision unveils the new SmartGreen Index (SGI) which reflects the relationships between perceived quality plus overall value (Smart) and “green” issues such as fuel economy and environmental friendliness (Green). SGI is based on actual customer experiences and is weighted according to those aspects which best predict customer advocacy, overall satisfaction, future brand choices and loyalty, which ultimately result in increased model and brand sales.
“While all customers are looking for vehicles they can trust and depend on, a majority of customers also have vehicle priorities such as styling, capacity, comfort, capability, performance and price. Ideally, most customers are looking for a vehicle they can love and express a meaningful emotional connection to,” says Dr. Darrel Edwards, CEO of Strategic Vision. Vehicles such as the Land Rover LR2, Corvette Convertible, Kia Amanti and Chrysler 300C are not always thought of as Green but still score higher than others in their respective segments when it comes to SmartGreen. These vehicles are vehicles customers love and are emotionally connected to, providing exactly what customers desire in performance and capability while also providing the “best” Green-related issues in class.
“When customers do not have to compromise their desired vehicle styling, roominess, power and price to obtain the best fuel economy and environmentally friendliness in class, they have made the SmartGreen choice,” reports Alexander Edwards, President of Strategic Vision’s Automotive division. As SGI scores are based on those product attributes which best predict strong sales in segment, it is no surprise that the brands with the highest number of segment leaders are Toyota and Honda (with five and four leaders, respectively). Toyota’s best-in-class leaders are the Yaris Hatchback, Prius, Highlander Hybrid (tie), 4Runner and Tundra (tie). Honda’s leaders are the Accord Coupe, Odyssey, CR-V and Ridgeline. Lexus also had two segment leaders with the IS 250/350 and the RX400 Hybrid.
Being a hybrid vehicle alone is not enough to guarantee top SmartGreen marks. Industry-wide, some hybrids place at or below segment average in SGI when factors such as interior quality cues or overall perceived value are rated below their competition. While the Toyota Prius may be the obvious SmartGreen leader because of its fuel economy, it is easy to forget that the Prius also offers innovative interior styling which adds to making the Prius the SmartGreen choice and among hybrid models, highest in sales. “Even when fuel prices are highest, people will want more than a little box with good fuel economy,” says Chris Chaney, V.P. of Special Projects at Strategic Vision. “For example, the Mazda3 leads in its segment ahead of the hybrids, offering superior styling, innovation, performance and affordability coupled with good fuel economy, offering more than competitive hybrids.”
Chevrolet had the most segment leaders among the domestic corporations with the Tahoe, Avalanche (tie) and Corvette Convertible leading their respective segments. The Tahoe scored high in perceived quality, as did its competition; however, the Tahoe was rated exceptionally higher than the competition in environmentally friendliness and fuel efficiency. “Even SUV buyers are sensitive to Green issues. Flex-fuel and hybrid options provide Green choices to Tahoe owners which increase customer advocacy, retention and bring new buyers into the brand, even if the vehicle they finally purchase is not always the greenest option,” states Alexander Edwards.
The MINI Cooper Clubman and Convertible were leaders in their segments due to terrific performance, overall value and Green-related issues. The MINI Cooper Hatchback scored just below the MINI Cooper Clubman, with both vehicles taking the top places in Specialty Coupes. The BMW 3-Series Coupe was also a leader in its segment.
Other best in class SGI leaders were the Kia Amanti, Nissan Murano (tie), Audi Q7 and Mercedes S-Class for their excellence in quality, styling, performance and greenness. Buyers rated the following vehicles tops in their segments:
| Segment | Winner(s) | SGI Score |
| Small Car | Mazda3 Sedan | 697 |
| Small Multi-Function | Toyota Yaris Hatchback | 725 |
| Mid-Size Car | Toyota Prius | 749 |
| Large Car | Kia Amanti | 707 |
| Near Luxury Car | Lexus IS 250/350 | 765 |
| Luxury Car | Mercedes S-Class | 771 |
| Specialty Coupe | MINI Cooper Clubman | 751 |
| Premium Coupe | BMW 3-Series Coupe | 729 |
| Mid-Specialty Coupe | Honda Accord Coupe | 686 |
| Convertible | MINI Cooper Convertible | 719 |
| Premium Convertible | Chevrolet Corvette Convertible | 782 |
| Minivan | Honda Odyssey | 688 |
| Small SUV | Honda CR-V | 644 |
| Medium Crossover | Nissan Murano
Toyota Highlander Hybrid | 649
649 |
| Medium SUV | Toyota 4Runner | 664 |
| Large SUV | Chevrolet Tahoe | 641 |
| Near-Luxury SUV | Lexus RX 400 Hybrid | 742 |
| Luxury SUV | Audi Q7 | 711 |
| Standard Pickup | Honda Ridgeline | 602 |
| Large Pickup | Chevrolet Avalanche
Toyota Tundra | 630
628 |
According to Dr. Edwards, in addition to the SGI segment leaders, many manufacturers are “getting it right” with their model lineup. Included in Strategic Vision’s SmartGreen Report are vehicle Five and Four Star SmartGreen ratings, that are provided to manufacturers to better understand which of today’s vehicles are paving the way to help make their brand and their lineup the leaders of tomorrow.
For example, Five and Four Star vehicles are those like the Suzuki SX4 Sedan which offer fun and excitement through strong vehicle performance and styling in a fuel efficient package. These attributes and vehicle imagery are what can lead to increased awareness and potential consideration of the SX4 and other Suzuki models.
In addition to its segment-leading Amanti, Kia also has five other vehicles that scored highly in their respective segments: Spectra4, Rondo, Sedona, Sorrento and Sportage. Hyundai also placed well with four of their models — Azera, Entourage, Elantra and Santa Fe — demonstrating that thoughtfulness, value and overall economics all work together toward Hyundai’s future success.
Domestic corporations too have created some of the higher rated SmartGreen vehicles through perceived quality, innovative styling and capability. Chrysler had highly-rated vehicles with their 300C, Aspen, Dodge Caliber and Jeep Liberty while Ford’s Edge, Escape Hybrid, Focus, Mercury Mariner and Lincoln MKX were all strong competitors in their segments with Four Star ratings.
With shrinking automotive sales in the US, knowing which product perceptions direct customer interest, consideration and purchase is more critical than ever. Providing vehicles that delight customers with vehicle styling, innovative features, thoughtfulness and performance combined with increased fuel economy and environmental friendliness is the key to unlocking the hearts and minds of today’s automotive customer. Manufacturers who heed this message will gain an edge in today’s difficult market and sell more vehicles.
SGI is calculated from responses of 44,320 buyers who bought 2008/9 models from September 2007 to March 2008.
2009 BMW 3-Series, Diesel, X5 Diesel Photos
2008 Paris Auto Show
2009 BMW 7-Series