Press Release

Tesla Best Model; Audi, Jaguar and Kia Top Brands in 2014 Total Quality: TQI Helps Predict Success
The 2014 Total Quality Awards

For immediate release - Monday, June 30, 2014

[Adobe PDF version available]

San Diego — Strategic Vision has released the results of its 19th annual Total Quality Index™ (TQI) study with thought-provoking results. “What we learn from this year’s Total Quality results is the need for complete understanding of how buyers are influenced and it’s not just by counting problems. TQI absolutely offers a glimpse into the future, as it did seven years ago when we headlined our TQI results, ‘… Perceived Quality the New Paradigm …’ where we predicted Hyundai’s successes through 2013,” says Alexander Edwards, President of Strategic Vision. “Back then, many people may have questioned our 2007 results, but no one can deny the success Hyundai enjoyed. With all the attention on furthering Alternative Powertrains (APT) (plug-in electrics, hybrids, etc.), the most competitive landscape in history, Tesla Model S being the Best Model in Total Quality, and Kia being one of the Best Brands, it seems very predictive to pay close attention to the Total Quality concept of measuring how customers judge quality,” continues Edwards.

Audi and Jaguar shared leadership as the best Luxury brands in Total Quality and remarkably, Kia had the highest Total Quality score of non-Luxury brands. “All I can say to manufacturers is prepare to listen carefully to what car buyers are saying through these scores, be nimble and include ‘True Innovation’ that is bold and smart,” says Christopher Chaney, Strategic Vision Senior Vice President. “Tesla built a vehicle that generated love in attributes that were most important to segment buyers. Tesla isn’t an electric vehicle that just has good features, but instead it’s a luxurious sports sedan that has ‘True Innovation,’ as well as a rocket-like speed and drive feeling, that just happens to be an electric vehicle. I would call on all manufacturers looking toward electrification to implement a mantra of building super cool transportation that impresses the heck out of customers, and ‘happens to be electric.’ Very few people are looking for an overpriced electric breadbox/toaster with nothing cool. Consumers are powerful, have the Internet and know how to use calculators,” continues Chaney.

Audi’s unique exterior styling and interior appointments helped it produce segment winners A5 Coupe, Q5 and Q7. Jaguar did not have a segment leader, but had several models ranked very high and likewise gave customers something uniquely appealing. The Kia brand has come on strong with segment winners Soul and Optima, with models strong in youthful, cool styling cues and that not only make a strong statement but offer a solid foundation of quality. As if to highlight these results, although not included in this TQI analysis, Strategic Vision’s New Vehicle Experience Study (NVES) data shows the Kia K900 as taking some sales from luxury brands.

The Strategic Vision Total Quality Index score is a holistic measure that encompasses positive and negative product experiences including reliability, actual problems, driving excitement and other measures that collectively are energized by the emotional response associated with the aggregate of all those experiences hence Total Quality. “Quality is much more than simply counting problems and watching for the horse race,” says Darrel Edwards, Ph.D. Founder and Executive Chairman of Strategic Vision. “When we declare Total Quality rankings, you’re seeing results of something meaningful and predictive, which are the result of measuring what matters to the customer. We use discriminating survey scales that capture the contraction of values and emotions: Love-it, Delightful, Excellent, Satisfactory, Unsatisfactory, a Failure and Hate-it,” says Dr. Edwards who promoted use of the scale decades ago.

In addition to the vehicles mentioned, other manufacturers like Volkswagen continue leading with Golf and other models. Chrysler continues a strong presence in Dodge Dart, a Small Car Segment co-leader with Mitsubishi Lancer, and Dodge’s Charger and Durango models in their segments. Ford continues to improve and in this study having segment winners C-MAX Energi, Flex and Expedition with Lincoln MKZ Hybrid. Strategic Vision’s study of Total Quality not only reflects how owners experience quality, but also offers a look into the future of what is needed to sell. Toyota/Lexus had segment leaders Tundra, IS Sedan and GX 460 and still provides class-leading foundational attributes of quality. These elements should not be counted out according to researchers. Likewise, other domestics are staying close with GM having four leaders, despite recent challenges.

Based on Strategic Vision’s quantitative “ValueCentered®” NVES study of 38,361 owners the Total Quality Index results presented contain the number one ranked vehicles in Total Quality in their segments as rated by new vehicle buyers:

SegmentWinner(s)TQI Score
Micro CarSmart fortwo Coupe855
Small CarDodge Dart
Mitsubishi Lancer
Small Multi-Function CarKia Soul
Volkswagen Golf
Small Alternative Powertrain (APT) CarFord C-MAX Energi865
Mid-Size CarSubaru Impreza Sedan
Kia Optima
Mid-Size Multi-Function CarHonda Accord Crosstour885
Mid-Size Alternative Powertrain (APT) CarChevrolet Volt
Hyundai Sonata Hybrid
Full-Size CarDodge Charger912
Near-Luxury CarLexus IS Sedan938
Near-Luxury Alternative Powertrain (APT) CarLincoln MKZ Hybrid902
Luxury CarBMW 6-Series Gran Coupe937
Luxury Multi-Function CarVolvo XC70897
Specialty CoupeMINI Cooper Countryman915
Premium CoupeChevrolet Corvette Coupe
Audi A5 Coupe
Standard ConvertibleMINI Cooper Roadster931
Premium Convertible/RoadsterMercedes SL-Class957
Standard PickupHonda Ridgeline845
Full-Size PickupFord F-150
Toyota Tundra
GMC Sierra 1500
Heavy Duty PickupFord F-250/350
Chevrolet Silverado 2500/3500
Ram 2500/3500
Entry SUVJeep Wrangler Unlimited870
Entry CUVHyundai Tucson887
Mid-Size SUVDodge Durango889
Mid-Size CUVFord Flex915
Full-Size UtilityFord Expedition905
Near-Luxury UtilityAudi Q5926
Luxury SUVLexus GX 460933
Luxury CUVAudi Q7942
MinivanNissan Quest856

Strategic Vision is a research-based consultancy with over thirty-five years of experience in understanding the consumers’ and constituents’ decision-making systems for a variety of Fortune 100 clients, including most automotive manufacturers. 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 and implemented measuring scales of “True Innovators” (or “True Innovation”), meaning innovation that is rich, makes an impact, intuitive, motivational, in-depth and specific. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968, and enhanced by co-founders J. Susan Johnson (1972) and Sharon Shedroff (1975). For further information, contact Alexander Edwards or Christopher Chaney at (858) 576-7141.

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