Official Press Releases http://www.strategicvision.com/press.php Copyright 2008 Strategic Vision en-us Fri, 21 Nov 2008 5:10:41 alex.hare@strategicvision.com http://www.strategicvision.com/press_release.php?pr=33 San Diego – Strategic Vision today announced its 2008 Total Value Index® (TVI). TVI Scores fell across all brands reflecting economic concerns. During times of economic difficulties, automotive customers will examine the Total Value of potential vehicle choices with greater discrimination.

This greater customer scrutiny of automotive products will lead to new opportunities across all brands for the future. Customers are looking to the products to find the cues of quality that denote long term value with the best pricing, even among luxury vehicles. “When economic conditions become more favorable, the manufacturers who have focused their efforts in enhancing product quality and communicating messages of trustworthy products and overall value will be in a position to regain and even take over new market share,” reports Alexander Edwards, Strategic Vision’s president of automotive.

The economy has affected more than just the consumer’s willingness to spend money. As customers are bombarded with gloomy financial news on almost all fronts: stock markets down and fluctuating wildly, homes in foreclosure, plants closing and corporations laying off personnel, every decision has to be weighed against the individual consumer’s personal standard for Security. A vehicle purchased today must withstand even more demanding scrutiny. As a result, TVI brand scores are down across the board with a one notable exception. Pontiac made a stunning 25 point advance in TVI scores by combining competitive pricing with perceived interior quality. The Pontiac G6 is a good example of how Pontiac has exceeded customer expectations with price, value and interior quality cues.

Toyota Motor Sales is still the company to beat in customer value, although the Toyota brand was part of the overall trend of falling TVI Scores. Toyota Motor Sales has had 30 leaders in TVI over the past four years. In 2008, they add an astounding ten more: seven for Toyota (Yaris hatchback, Prius, Solara Convertible, RAV4, 4Runner, Sequoia and Tundra) and three for the Lexus (IS250/350, LS and RX400 Hybrid). Toyota’s consistent foundational messages of quality and reliability delivered over many years have generated consumer trust in Toyota products. “This trust is a crucial first step to success in today’s market,” says Dr. Darrel Edwards, Founder and CEO of Strategic Vision.

Ironically, Toyota’s strong perceived reliability and durability expectations may slow Toyota’s sales during this economic slowdown. Customers may begin to evaluate if now is the right time to purchase a new vehicle and many Toyota and Lexus buyers may decide to “put off” the purchase of their next vehicle and wait for more favorable economic conditions.

General Motors did well in Total Value with four segment leaders. Chevrolet’s strong tradition of value in both the sports car fun of the Corvette and the hardworking practicality of the Tahoe and Sierra were recognized. American Honda (with the Accord, Coupe, Odyssey and Ridgeline - all 2007 leaders) and Volkswagen of America (with the A3, Q7 and Passat Wagon) each had three models leading in their segments. Mazda is also worthy of mention as customers felt that they have received the “zoom-zoom” for their money in the Mazda3 Sedan and CX-9.

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

Segment	Winner(s)	TVI Score
Small Car	Mazda 3 Sedan	794
Small Multi-Function	Toyota Yaris Hatchback	787
Mid-Size Car	Toyota Prius	808
Mid-Size Multi-Function	Volkswagen Passat Wagon	727
Large Car	Kia Amanti	778
Near Luxury Car	Lexus IS 250/350	815
Luxury Multi-Function	Audi A3 Wagon	741
Luxury Car	Lexus LS Sedan Mercedes-Benz S-Class Sedan	798 797
Specialty Coupe	MINI Cooper Clubman	827
Premium Coupe	BMW 3-Series Coupe Chevrolet Corvette Coupe	797 796
Mid-Specialty Coupe	Honda Accord Coupe	782
Convertible	Toyota Solara Convertible	803
Premium Convertible	Chevrolet Corvette Convertible	833
Minivan	Honda Odyssey	765
Entry Utility	Toyota RAV4	742
Mid-Size Crossover Utility	Mazda CX-9	739
Mid-Size Traditional Utility	Toyota 4Runner	753
Large Utility	Toyota Sequoia Chevrolet Tahoe	737 736
Near Luxury Utility	Lexus RX 400 Hybrid Lincoln MKX	771 769
Luxury Utility	Audi Q7	780
Standard Pick-Up	Honda Ridgeline	717
Large Pickup	Toyota Tundra	726
Heavy Duty Pickup	GMC Sierra 2500/3500	636

The calculation of TVI begins with explicit statements that owners make about value (e.g. expected reliability, expected fuel economy, price paid, expected resale value, etc.). TVI 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, values and emotions and images that drive perceptions and behaviors. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968.

For further information, contact Alexander Edwards or Dr. Darrel Edwards at (858) 576-7141 or visit www.strategicvision.com. Mon, 10 Nov 2008 http://www.strategicvision.com/press_release.php?pr=32

San Diego – 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.

Since its incorporation in 1989, Strategic Vision has studied consumer and constituent decision-making for the widest variety of clients, including most auto manufacturers, Coca-Cola, American Airlines, Procter and Gamble, as well as for most advertising agencies. Its unique expertise is identifying consumers’ motivational hierarchies, including the values that shape perceptions and capture the customers’ emotional responses and drive behavior. The firm’s in-depth Discovery Interviews and ValueCentered Surveys provide comprehensive, integrated and actionable outcomes. Please visit www.strategicvision.com to learn more. Mon, 29 Sep 2008 http://www.strategicvision.com/press_release.php?pr=31 San Diego – Toyota and Ford tied for leading in the most segments on Strategic Vision’s Total Quality Index™ (TQI), leading with three vehicles each. Toyota lead with its Yaris, 4Runner and Sequoia while Ford lead with the Edge, Mustang Convertible and F-250/350. The San Diego based research firm today announced the 2008 results that are based on the ratings by new vehicle owners in 19 product segments.

Toyota Motor Sales had two additional leaders with the Scion xB and the Lexus RX 350 (which tied with Land Rover’s LR2); while Ford Motor Company added two additional wins with the Mercury Sable and Volvo C30. “Ford is back, establishing its vehicle quality in the hearts and minds of its customers,” says Alexander Edwards, president of Strategic Vision’s automotive division. “The Ford Edge is one of the vehicles Ford can be proud of. By careful attention to key areas such as exterior styling, workmanship and performance, (which are the cues that signal quality for crossover customers), Ford is building vehicles that also build brand equity and perceived customer quality.”

The Total Quality Index™ is the premier measure of new vehicle owner satisfaction. It asks buyers to rate all aspects of the ownership experience, from buying and owning to performance and driving. It is much more than simply counting problems. “Innovation and thoughtfulness in functionality and design, keeping in mind how the customer will interact and use the vehicle, is essential,” reports Dr. Darrel Edwards, Founder and CEO of Strategic Vision. “Vehicles like the Volvo C30 and Toyota Sequoia are both terrific examples of providing customers with this ‘functional luxury’ in a very stylish design suggesting quality both on the inside and out.”

Mercedes, Honda and Chevrolet brands each had two leaders: Mercedes leading with the S-Class and SL, Honda with the Odyssey and Ridgeline, and Chevrolet with the Corvette Convertible and a tie with itself in full size trucks between the Avalanche and Silverado. From three leads last year, Hyundai took the lead in only one segment this year with its Santa Fe in one of the most competitive automotive segments, the Smaller SUVs. The Volkswagen Jetta, Chrysler 300C and BMW X5 were each TQI leaders. Also worthy of mention is the redesigned Chevrolet Malibu, now second in the highly competitive Medium Car segment.

“Over the past quarter century in the US, customer perceptions of quality of domestic and Asian manufacturers underwent large swings. Today, it doesn’t matter if you are a Toyota or a Ford, BMW or Hyundai, each manufacturer has the opportunity and mandate to produce a product with the right Cues of Quality — those product attributes that signal quality and create customer Trust — and present vehicles that have a greater impact on the purchase decision,” says Alexander Edwards.

Buyers rated the following vehicles tops in their segments:

Segment	Winner(s)	TQI Score
Small Car	Toyota Yaris	860
Small Multi-Function	Scion xB	876
Medium Car	Volkswagen Jetta	911
Large Car	Mercury Sable	877
Small Specialty Under $25,000	Volvo C30 T5 Hatchback	908
Near Luxury Car	Chrysler 300C	927
Luxury Car	Mercedes-Benz S-Class Sedan*	950
Convertibles Under $30,000	Ford Mustang Convertible	896
Convertibles Over $30,000	Chevrolet Corvette Convertible* Mercedes-Benz SL	940 939
Minivan	Honda Odyssey	864
Small SUV	Hyundai Santa Fe*	866
Medium Crossover	Ford Edge	877
Medium SUV	Toyota 4Runner	891
Large SUV	Toyota Sequoia	897
Near Luxury SUV	Lexus RX 350* Land Rover LR2	913 912
Luxury SUV	BMW X5	907
Standard Pick-Up	Honda Ridgeline*	878
Large Pickup	Chevrolet Avalanche 1500 Chevrolet Silverado 1500	880 880
Heavy Duty Pickup	Ford F-250/350	863

*2007 Total Quality Award™ winner

The Total Quality Index™ was calculated from the responses of 20,655 buyers who bought 2008 models in September, October and November of 2007. Strategic Vision has presented Total Quality annually since 1995.

Since its incorporation in 1989, Strategic Vision has studied consumer and constituent decision-making for the widest variety of clients, including most auto manufacturers, Coca-Cola, American Airlines, Procter and Gamble, as well as for most advertising agencies. Its unique expertise is identifying consumers’ motivational hierarchies, including the values that shape perceptions and capture the customers’ emotional responses and drive behavior. The firm’s in-depth Discovery Interviews and ValueCentered Surveys provide comprehensive, integrated and actionable outcomes. Wed, 28 May 2008 http://www.strategicvision.com/press_release.php?pr=30 San Diego – “Driver’s desires, needs and attribute priorities are called the customer’s vehicle DNA,” according to Alexander Edwards, Strategic Vision President of Automotive. “When you understand the emotional payoff delivered by each vehicle attribute measured against the customer’s vehicle DNA, you will know why an African American views the Chrysler 300 as a vehicle of choice while an Asian American chooses an Acura MDX or BMW 3-Series (accounting for price). This understanding can provide automotive manufacturers with the knowledge of how to create the right product and communicate the right messages that will sell more vehicles, build brand equity, increase customer advocacy and develop future loyalty and retention.”

Everyone wants a great deal on a quality vehicle that meets his or her needs and desires (e.g. affordable with great styling, performance and innovation). However, according to Dr. Darrel Edwards, CEO and Founder of Strategic Vision, “Attitudes, images and personal values ranging from desired security and trust to displaying one’s individuality and success are distinctive in that they differ in the strength or magnitude of their importance among ethnic groups. When the essences of these values are accurately addressed in product, communication and dealership, the best opportunity to capture shopping and purchasing interests and priorities becomes available.”

Differences that clearly stand out with African Americans are greater desires for success and the ability to show it. African Americans are much more likely to advocate vehicles that express their individuality and success to family and friends. Latinos have a greater concern for the impact on the environment while also exhibiting a greater desire to experience exhilarating driving and performance than others. Asian Americans have stronger demands for a balanced, complete vehicle performance and style that matches their lives.

“Understanding the hearts and minds of the ethnic buyer is relevant for the entire automotive industry as the likes and preferences of African Americans, Asian Americans and Latinos are more likely to shape opinions in the US,” reports Christopher Chaney, Director of Special Projects for Strategic Vision. “For example, the true or pure innovators (sometimes called early adopters) – those whose reactions usually best predict the success of new and innovative ideas and products – are more likely to be African Americans (11%) and Latinos (13%) while only 6.5% of Caucasians and Asians see themselves as true innovators. ”

So what is the essence of the images that the ethnic profiles of the African American, Hispanic and Asian communities are looking for? When examining Strategic Vision’s New Vehicle Experience Study (NVES™) some trends become clear. African Americans are attracted to vehicles that are Powerful and Classy (e.g. Chrysler 300). Hispanic buyers look for Aggressive and Powerful, but Confident and Protective, vehicles (e.g. Kia Sedona). Asian buyers, looking for the “complete” package, choose vehicles that are Pleasant yet Powerful, Easy Going yet Protective – all with modern design and technology (e.g. Acura MDX).

Click here for full report with tables.

How do the various manufacturers rate in meeting the desires of the ethnic communities? One rating used throughout the industry is Strategic Vision’s Total Quality Index (TQI). TQI captures the more complete experience buyers have with his or her vehicle including rational and emotional connection. TQI calculates the owners’ responses to product weighted by the overall emotional response that the experience creates and transforms the responses to a 1000 point scale for comparisons. Following is an array of TQI scores for luxury and non-luxury brands that were leaders for the various ethnic communities in 2007:

Click here for full report with tables.

Once personal priorities and vehicle/brand perceptions of the new vehicle customer are understood, it becomes clearer why those of differing ethnicities purchase the brands and models they do. For example: for African Americans the Chrysler 300 matches their desired imagery of being Powerful and Classy. The Chrysler 300 is also one of the highest TQI rated vehicles for African Americans and therefore, it should be no mystery as to why 2% of all vehicles sold to African Americans are Chrysler 300s. In short, if you understand customer values and provide a vehicle that delivers the right product and message, you will sell more vehicles.

Click here for full report with tables.

The purchase behaviors of new vehicle buyers are directly influenced by the ability of the manufacturer and dealer to satisfy their needs and desires. Those who understand the essence of cross-cultural and cultural distinction will be the ones to lead the automotive industry among the innovative and early adopters. Also, it is through understanding the desired and chosen imagery connected to personal values that correct messages increase sales, higher advocacy, better retention and greater customer loyalty.

Strategic Vision is part of StrategicVision Worldwide, 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, Procter & Gamble and Coca-Cola. Its unique expertise is in identifying individuals’, groups’ and societies’ comprehensive motivational hierarchies, including the descriptive attributes, personal consequences associated with experiences, the values and emotions that establish priorities and set motivation, and the personal images that reveal meaning. ValueCentered® psychology and methods were defined by Dr. Darrel Edwards in 1968.

For further information, contact Alexander Edwards, President Automotive; Christopher Chaney, Director of Special Projects; Susan Johnson, President of Strategic Vision; or Dr. Darrel Edwards, CEO at (858) 576-7141; or visit www.strategicvision.com. Tue, 15 Jan 2008 http://www.strategicvision.com/press_release.php?pr=29 San Diego — “Driver’s desires, needs and attribute priorities are called the customer’s vehicle DNA,” according to Alexander Edwards, Strategic Vision President of Automotive. “When you understand the emotional payoff delivered by each vehicle attribute measured against the customer’s vehicle DNA, you can truly know what sets leaders apart from the rest. These vehicles are Customer Delight leaders and build brand equity, increase customer advocacy and indicate future loyalty and retention.”

The Mazda3 was announced as the leader in the small car segment over strong competitors such as Toyota Yaris and Corolla as well as the Honda Fit and Civic (2006 Delight leader). The Mazda3 DNA includes leverageable attributes such as strong maneuverability and handling that speaks to the desires and priorities of smaller car buyers, creating a sportier, more energetic and fun vehicle over what the competition has to offer. The MINI Cooper’s DNA confirmed its performance lead for its sixth straight leadership position, while the Hyundai Santa Fe lead is created by strong exterior styling cues combined with roomy and comfortable second row seating that equated to overall thoughtfulness. “The customer perception of thoughtfulness comes from those cues that suggest the manufacturer was thinking about the customers individually,” says Dr Darrel Edwards, CEO of Strategic Vision and creator of the metrics used for thoughtfulness. “Thoughtfulness is always a keystone component of the truly Delightful.”

Customer Delight, Strategic Vision’s most stringent measure of product quality, captures the customer’s emotional response to each vehicle attribute from areas of power and performance to interior design. This in-depth examination looks at the vehicle attributes in many of their modes to the specificity of the A/C vent performance to the difference between the function and style design of headlights. For a vehicle to be a Delight leader, it must deliver against the highest standards and vehicle priorities that customer’s hold.

There are other vehicles such as the Lexus RX400H, Lincoln MKX and Saturn Outlook and Ford Expedition EL that have all broken the code of the customers’ vehicle DNA and have delivered the product that meets the customers’ needs. The criteria are no respecter of class – just performance. All of these vehicles clearly lead on the strongest factors for their respective segments, are clearly ahead of the nearest competition, and have important strengths that set them apart from others in their segments. Leaders demonstrate foundational strengths that create a sense of security for the drivers and add substantial leverage in performance, design, innovation and thoughtfulness over their competition.

One aspect that is important across all segments in creating Delight is the impression of reliability. “Reliability is a crucial factor in building a sense of emotional Security, which is the foundation of any ownership experience. Owners must know from the very beginning that they can rely upon the vehicle in order to trust that it will be there and be safe for them and their passengers,” says Alexander Edwards. The impression of reliability is influenced by any element of the vehicle that is either visible to – or interacting with – owners and passengers alike. There are many possibilities for enhancing overall Delight by increasing the sense of reliability created by a vehicle: ranging from exterior cues of quality (i.e., fit of body panels, paint work, etc.), to interior touch-points such as the parking brake release, turn signal indicator, or gauges and their character.

Buyers rated the following vehicles leaders in Customer Delight (CDI) in their segments:

Segment	Winner(s)	CDI Score
Small Car	Mazda 3	572
Small Multi-Function	Volkswagen Rabbit	613
Medium Car	Volkswagen Passat Volkswagen Jetta	629 626**
Medium Multi-Function	Volvo V50 Wagon	533
Larger Car	Dodge Charger*	641
Near Luxury Car	BMW 3-Series Sedan*	690
Luxury Multi-Function	Audi A3	644
Luxury Car	Mercedes-Benz S-Class Sedan*	830
Small Specialty Under $28,000	Mini Cooper*	671
Small Specialty Over $28,000	Porsche 911 Coupe	735
Mid-Specialty Car	Chevrolet Monte Carlo Coupe	577
Convertibles Under $30,000	Mini Cooper Convertible*	652
Convertibles Over $30,000	Mercedes-Benz SL	713
Minivan	Honda Odyssey	598
Small SUV	Hyundai Santa Fe	589
Medium Crossover	Saturn Outlook	644
Medium SUV	Toyota 4Runner	593
Large SUV	Ford Expedition EL	686
Near Luxury SUV	Lexus RX 400H Lincoln MKX	705 702
Luxury SUV	Land Rover Range Rover Sport	736
Standard Pick-Up	Honda Ridgeline*	598
Full-Size Pickup Truck	GMC Sierra 1500 Chevrolet Avalanche 1500	605 603
Heavy Duty Pickup Truck	Ford F-250/350	511

*2007 Customer Delight Award™ winners / **Differences of 1-2 points are not statistically significant.

Strategic Vision is part of StrategicVision Worldwide, 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, Procter & Gamble and Coca-Cola. Its unique expertise is in identifying individuals’, groups’ and societies’ comprehensive motivational hierarchies, including the descriptive attributes, personal consequences associated with experiences, the values and emotions that establish priorities and set motivation, and the deep-seated personal images that reveal meaning – all of which shape perceptions and cause behavior. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968. Strategic Vision was established in 1972 and incorporated in 1989.

For further information, contact Alexander Edwards, President Automotive; Sharon Shedroff, President of Consumer Insights and Communication; Susan Johnson, President of Strategic Vision; or Dr. Darrel Edwards, CEO at (858) 576-7141; or visit www.strategicvision.com. Tue, 08 Jan 2008