Strategic Vision Blames Toyota Snubbing In 2009 Total Value Index On Boring Cars!

Strategic Vision announces its 2009 Total Value Index™ (TVI) to help customers and automotive manufacturers understand what parts of the value equation are key motivators in the consumers' new car shopping process. Results show a revolution in buyer perceptions as, for the first time ever, Toyota Motor Sales does not have a vehicle leader in any segment. "Toyota has evolved to be defined by customers as a paradigm of reliable and durable vehicles," reports Darrel Edwards, Ph.D. Strategic Vision's Founder and Chairman. "Toyota meets an essential part of the purchase contract. Toyota provides buyers the Security needed to make the purchase. However, with so many manufacturers, inspired by Toyota, improving in perceived quality, customers have a wider range of options to choose from in our current economic climate. This allows them to find both value and love in their new vehicle."

Fueled in part by a recovering economy, this revolution has an impact across all vehicle segments, including luxury buyers. For example, the Hyundai Genesis is the Near Luxury Car Segment leader. The Genesis has brought luxury buyers to Hyundai as Genesis buyers have household incomes very close to BMW 3-Series and Mercedes C-Class buyers. We see many Lexus, Infiniti, Cadillac and BMW owners trading in their vehicles for the Genesis. Hyundai competes by meeting a customer's security needs with perceived quality and successful programs such as "Hyundai Assurance" combining price, warranty and value a customer can love.

"Durability alone and simply satisfying customers is not enough for buyers who demand both immediate and long term Value," says Alexander Edwards, President Strategic Vision. "Customers no longer feel constrained to consider only the 'usual suspects.' Because of increased quality, competitive prices and manufacturers fighting for their lives to provide Loveworthy? vehicles, this is truly an exciting time for car buyers, today and in the near future," says Edwards. "Manufacturers are listening and reacting quickly to stay competitive."

Ford Motor Company, the most improved brand and corporation, led many segments with Focus Coupe, Mustang Convertible, Flex, Expedition and F-250. Volkswagen of America delivered the following leaders: CC Sedan, rating the highest TVI score of any model, Tiguan, Jetta and Audi Q7. American Honda continues its' strength with Value leaders like Odyssey and Ridgeline, and provided revolutionary leadership with an affordable hybrid, the Insight (Small Car Segment winner). "Insight opens the door, leading to a larger number of hybrid "wanna be's" (a good thing by the way) who will 'do the math,'" says Christopher Chaney, Strategic Vision's Vice President. "People will not buy hybrids in larger numbers until they have all their demands/needs met and 'the math' (MPG + 'Eco' + 'I Love This Car' + 'Right Price'= Purchase) makes sense," says Chaney. "Not an easy task, but look at MINI Cooper as having a correct solution to the equation. They have the ratings and sales to back it up," continues Chaney.

General Motors also provides some Value through innovation. Similar to perennial winner Honda Ridgeline, Chevrolet Avalanche is an example of the importance of "True Innovation" influencing Total Value. True Innovation is rich, makes an impact, is intuitive, motivational, in-depth and specific. "Truly Innovated" products are what will motivate fence sitters and initial consideration shoppers to become buyers. The Chevrolet Corvette Coupe continues to lead among Premium Coupe class and although some question Saab's future, the Saab 9-3 Convertible was the leader of Convertibles over $30k which is symbolic of buyers enjoying a sense of Value with unique character as an aspect of luxury.

Buyers rated the following vehicles top in Total Value (TVI) in their segments:

Segment	Winner(s)	TVI Score
Small Car	Honda Insight	795
Small Multi-Function	Ford Focus Coupe	801
Mid-Size Car	Volkswagen Jetta Sedan Volkswagen Passat Sedan	808 807
Mid-Size Multi-Function	Volkswagen Jetta Wagon	769
Full-size (Larger) Car	Volkswagen CC Sedan	846
Near-Luxury Car	Hyundai Genesis	838
Luxury Multi-Function	Mercedes-Benz R-Class Wagon	792
Luxury Car	Mercedes-Benz S-Class	828
Specialty Coupe	MINI Cooper Hatchback	827
Premium Coupe	Chevrolet Corvette Coupe	840
Mid Specialty	Honda Accord Coupe	802
Convertible	Ford Mustang Convertible	799
Premium Convertible	Saab 9-3 Convertible	807
Minivan	Honda Odyssey	745
Small (Entry) Utility	Volkswagen Tiguan	801
Mid-Size Crossover Utility	Ford Flex	784
Mid-Size Traditional Utility	Chrysler Aspen	766
Large Utility	Ford Expedition	803
Near-Luxury Utility	BMW X3	806
Luxury Utility	Audi Q7	792
Standard Pickup	Honda Ridgeline	748
Full-Size Pickup	Chevrolet Avalanche	787
Heavy Duty Pickup	Ford F-250/350	709

The Total Value Index™ was calculated from 48,228 buyers who bought 2009 models during September 2008 to March 2009. Strategic Vision has presented Total Value Awards™ annually since 1995. The calculation of Total Value begins with clear statements that owners make about value (e.g. expected reliability, expected fuel economy, price paid, expected resale value, innovation, etc.). Total Value then incorporates the importance of the variables that make up the ownership experience, and it is here that Strategic Vision finds "True Value" - the worth of the attribute weighed against the costs.

Strategic Vision is a research-based consultancy with thirty-five years of experience in understanding the consumers' and constituents' decision-making systems for a variety of clients, including most automotive manufacturers, American Airlines and Procter & Gamble. Its unique expertise is in identifying consumers' comprehensive motivational hierarchies, including the product attributes, personal benefits, value/emotions and images that drive perceptions and behaviors. J. Susan Johnson, CEO of Strategic Vision, coined the phrase "True Innovators" and we measure this construct in the detailed Total Value Index report.+

2011 BMW 5-Series Photo Gallery

The most comprehensive Lexus GX460 and GX470 Photo Gallery anywhere!

2010 Lexus LS Sport and Hybrid Photo Gallery

2010 BMW 7-Series M-Sport Photo Gallery

2009 SEMA AUTO SHOW Photo Gallery Now LIVE!

AutoSpies.com Photo Galleries

If you want to see your photos running on our homepage photo ticker, be sure to upload your photos on the go by sending them to Mobile@AutoSpies.com

Share on Facebook

WorldofLuxury - 11/25/2009 9:54:21 AM

+8 Boost

Although I kinda agree with the results, I have to say... these surveys are always biased and very ignorant.

enthusiastx11 - 11/25/2009 12:51:43 PM

-4 Boost

it's neither biased nor ignorant.

do you understand the methodology? it's based on data from 48,000 buyers of 2009 cars.

but feel free to argue with methodology or the criteria....

WorldofLuxury - 11/25/2009 11:38:26 PM

+2 Boost

I know the problems with surveys. Take a stats course, and you'll understand. If you don't have time for that, then simply skim through a book called How to Lie with Statistics.

enthusiastx11 - 11/30/2009 8:42:49 PM

+1 Boost

thanks world of luxury. get an mba and then we'll talk.

kpaxx - 11/25/2009 9:54:39 AM

+2 Boost

Wow toyota has been getting slammed the past couple of days with their poor quality products.

Strategic Vision, Rusting tundra frames, poorly engineered cars that accelerate unintended.

Anthony - 11/25/2009 10:06:17 AM

+2 Boost

Toyota has been getting slammed for all these things for a while now. It's common knowledge at this point.

Agent009 - 11/25/2009 11:00:00 AM

0 Boost

Yep they are getting beat up pretty badly, but it is purely a timing issue where everything is hitting around the same time.

But there is a point here, if you are really thinking about how to spend your hard earned money on a car you now look around more. After all you may hang on to this one for a while and you really want to enjoy it.

The question is has everyone else caught up on reliability so much that other factors matter more?

Agent009 - 11/25/2009 11:00:07 AM

+1 Boost

enthusiastx11 - 11/25/2009 12:54:26 PM

+2 Boost

"but it is purely a timing issue where everything is hitting around the same time." really agent 009? very naive.

toyota has made a classic business mistake...they sacrificed quality (of manufacturing as well as design) for growth. however, they have realized--and admitted--this vital error. within a few years they should be back on track.

Anthony - 11/25/2009 10:10:09 AM

+2 Boost

"Toyota meets an essential part of the purchase contract. Toyota provides buyers the Security needed to make the purchase. However, with so many manufacturers, inspired by Toyota, improving in perceived quality, customers have a wider range of options to choose from in our current economic climate."

In response to the title of this article, this basically sums up the situation. The only reason most of the cars in the list are as good as they are is from benchmarking Toyota. It is weird to basically admit that most people are going to buy a Toyota and then omit all of their line-up from a survey about the "total value" of new cars.

I mean come on:

Mid-Size Traditional Utility Chrysler Aspen 766

Really?

800over - 11/25/2009 3:33:33 PM

+3 Boost

Would you be surprised if I told you that Strategic Vision has come in to question about how they do their "polling"

http://www.graphictruth.com/2009/09/strategic-vision-llc-false-front-fraud.html

Here's a direct quote from the above site:

"Strategic Vision LLC was the only polling firm that did not provide sufficient methodological information (as defined by the AAPOR Code) about its surveys and refused to provide that information in response to AAPOR’s repeated direct requests.

For more than one year, AAPOR was unable to obtain the following basic information about Strategic Vision LLC’s polling in New Hampshire and Wisconsin: who sponsored the survey; who conducted it; a description of the underlying sampling frame; an accounting of how “likely voters” were identified and selected; response rates; and a description of any weighting or estimating procedures used. AAPOR considers the release of this information for public polls to be a minimum requirement for professional behavior among those who conduct public opinion research."

And this is where Agent 009 gets his info...

kpaxx - 11/25/2009 4:08:09 PM

-3 Boost

Yeah and consumer report does not disclose their formulas for how they generate there ratings, nor does JD Power fully disclose everything...

800over - 11/25/2009 11:21:19 PM

+4 Boost

Kpaxx: Except that consumer reports DOES tell you their methodology it's inside every car report they do.... What's it like to have a permanent ice cream headache?

Did you read the above post.....the part that says "only polling firm".

Joe_Limon - 11/25/2009 10:23:45 AM

-1 Boost

Corvette wins again with the highest score :)

IVANURI97 - 11/25/2009 2:40:35 PM

+4 Boost

Did you see the score of the VW CC? It was higher.

Joe_Limon - 11/25/2009 2:51:46 PM

+2 Boost

oop! missed that one.

LexSucks - 11/25/2009 1:13:10 PM

+4 Boost

Toyota Boring cars? Tell us something we don't know.

theoptimisticpessimist - 11/25/2009 4:14:40 PM

+4 Boost

Wow is this the only award that the R class M/B has ever won?

Agent63 - 11/26/2009 12:16:38 AM

+1 Boost

I wouldn't consider an R class on any list no matter what people say. The S-Class is a commendable car and a great car. But an R class I never favored to begin with. Sorry MB fans I don't want to let you down but you can't say it's an expensive Mercedes Van.

Joe_Limon - 11/25/2009 6:31:28 PM

0 Boost

Why are you resorting to attacking the reputations of the writers with such childish insults?

cdoke - 11/25/2009 6:01:14 PM

+2 Boost

I think you mean "know-nothing", and there is nothing wrong with being a nerd- in general, that is.

delan - 11/25/2009 10:54:20 PM

+3 Boost

What a poorly constructed title for this article!

lexworld - 11/26/2009 1:35:25 AM

+3 Boost

Wow!...i see Agent009 and his co-harts really think Toyota is on it's way to a point of no return. Patience is a virtue...and new president Akio Toyoda has plenty. To all my Toy/Lex brothers from other mothers the LF-A halo, Akios bar-raiser( as in raise the stakes even higher) is in the house!........ Happy Thanksgiving, Merry Christmas and a happy New Year to all Toy/Lex lovers and haters alike.

XYZZ - 11/27/2009 2:23:45 AM

+1 Boost

800over:

"For more than one year, AAPOR was unable to obtain the following basic information about Strategic Vision LLC’s polling in New Hampshire and Wisconsin: who sponsored the survey; who conducted it; a description of the underlying sampling frame; an accounting of how “likely voters” were identified and selected; response rates; and a description of any weighting or estimating procedures used. AAPOR considers the release of this information for public polls to be a minimum requirement for professional behavior among those who conduct public opinion research."

"And this is where Agent 009 gets his info..."

i've considered Stragegic Vision a JOKE from the very beginning.

just how the hell can they attribute ANY meaningful measure of customers' "expectations?" and then use that as a measure of value???

and what happens, AFTER the survey is taken, when the vehicles DO NOT measure up to the expectations? does strategic vision go back for follow ups and print "corrections" like any honest journalist would?

there was a survey i saw by some german magazine. they put numerics on different vehicles based on owners' initial expectations. AND also how these sometimes CHANGED after actually living with the cars for awhile.

this survey was FAR MORE revealing. especially in the cases where certain brands who likely oversold their products with glitz ended up with customers who WERE NOT as highly satisfied down the road.

i think it is truly relevant that SV completely DODGED queries about "weighting or estimating procedures used." probably because their procedures are unadulterated POOP.

XYZZ - 11/27/2009 2:28:49 AM

+1 Boost

jdpower makes their living by SELLING their survey results to carmakers. just so certain poor underperforming brands can have SOMETHING to advertise and brag about, JDP is not above CREATING some category or other to make ANY mfgr. have something to boast about.

i consider SV to be even worse than JDP. no one can match CR as far as HONEST, objective, surveying goes.

XYZZ - 11/27/2009 2:35:45 AM

+1 Boost

considering how many VW models "won" their categories, despite the fact that VWs cost more than direct competitors and yet have among the LOWEST reliability records, its not hard to figure out just WHO sponsored this bogus survey.

either that, or the VW owners polled --ALL of 'em-- are easily impressed by nice interiors, and think it is perfectly NORMAL to have repeated visits to the dealer's service dept.