The 2005 Total Quality Awards™
Nissan, GM Biggest Quality Winners Says Strategic Vision
For immediate release - Monday, May 16, 2005
San Diego -- Drawing a blueprint for domestics on company turnaround, Nissan North America led five segments (one a tie) on Strategic Vision’s 2005 Total Quality Index™ (TQI). General Motors products also led five segments (one a tie) according to new owners, the San Diego-based research firm announced today.
New this year are multi-function vehicle (MFV) categories. Not all garnered awards as these segments are still developing. A medium crossover class makes its debut this year as well. “Trying to peg the growing number of these ‘capable cars’ into traditional categories just didn’t make sense,” says Gorrell.
“Buyers’ rational and emotional needs differ from vehicle segment to segment,” says Strategic Vision president Dr. Darrel Edwards. “Psychologically, MFV buyers’ emotional needs and responses to the vehicles are so different from those associated with purchases of traditional SUVs that it only made sense to create separate classes that capture those differences.”
More than 40,793 buyers who bought 2005 models in October and November of 2004 supplied data. “We gather comprehensive data that reflects the breadth and depth of the ownership experience, including emotions. The information is used to calculate ‘Total Quality’ indices. These integrated relationships between attributes and emotions mirror how people respond to their new vehicle. Those product and performance characteristics that deliver more desired emotions more strongly impact the perception of Total Quality,” opines Dr. Edwards.
“As the number of new vehicles and segments continues to grow, understanding the emotional needs of buyers in each segment will be critical,” continues Dr. Edwards. “Successful companies will be able to deliver products generating such positive emotional experiences that they delight their customer. That builds loyalty with significant monetary implications.”
Strategic Vision has calculated the Total Quality Index™ annually since 1995. In addition, the firm releases a Total Value Index™ and a Total Delight Index™ that focus on different aspects of new vehicle owners’ experiences.
Since its incorporation in 1986, the research-based consultancy that was founded in 1972 has studied consumer and constituent decision-making for a wide variety of clients, including most auto manufacturers, Coca-Cola, American Airlines, and Procter and Gamble, among many. Its unique expertise is identifying consumers’ motivational hierarchies, including the values and emotions that drive perceptions and behavior.
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