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Honda, Toyota, GM get to scores in Strategic Vision’s value study

November 22, 2010

Toyota’s Scion brand led the automaker to more segment victories than any other car company in a survey of buyer satisfaction. Honda was the overall winner, and GM was the top performer among U.S. brands. 

The Scion xA was the highest-ranking small car, and the Scion xB was tops in the small, multi-function segment, according to results announced by Strategic Vision, Inc., a marketing research firm and consultant to automakers.

 

Toyota had seven segment winners overall, including two Lexus sedans and the Toyota 4Runner sport utility vehicle, but Scion owners gave the strongest responses in terms of their vehicles’ affordability, fuel economy, standard equipment and other factors. 

Honda, which had four segment winners including the Acura RL sedan and the Honda Odyssey minivan, got the best responses overall. Honda was strong on fuel economy, resale value and technological innovations.

 

GM also had four segment winners: the Chevrolet Malibu Maxx, Cadillac XLR, Chevrolet Tahoe and GMC Sierra 2500/3500. Ford Motor Co. had one, the Ford F-150 pickup; and the Chrysler Group had none. 

The survey questioned 69,000 buyers of a 2005 model year vehicle from October 2004 to March 2005. Questions sought to capture emotional components and determine whether owners feel they made a smart buy.

 

Scores were tabulated using a Total Value Index (TVI), which measured the quality of the ownership experience—everything involved in buying, owning and driving a new vehicle. All economics issues, both immediate (price, affordability, deal offered, warranty and standard equipment) and expected (durability, future trade-in, mileage, economical to own, reliability and durability) are then factored against that perceived quality.

 

2005 Total Value Awards

Segment

Winner(s)

TVI Score

Small Car

Scion xA

791

Small Multi-Function

Scion xB

770

Medium Car

Nissan Altima

791

Medium Multi-Function

Chevrolet Malibu Maxx

742

Larger Car

Kia Armanti

773

Near Luxury Car

BMW 3-Series Sedan

790

Luxury Car (tie)

Lexus GS 300/400

778**

(tie)

Lexus LS 430*

777**

(tie)

Acura RL

777**

Luxury Multi-Function

Audi A4/S4 Avant

743

Small Specialty Under $25,000

Mini Cooper*

803

Small Specialty Over $25,000

BMW 3-Series Coupe

767

Medium Specialty Car

Honda Accord Coupe*

785

Convertibles Under $30,000

Mini Cooper Convertible

793

Convertibles Over $30,000

Cadillac XLR*

774

Minivan

Honda Odyssey

719

Small SUV

Honda Element

763

Medium SUV

Toyota 4Runner

721

Medium Crossover

Nissan Murano

733

Large SUV

Chevrolet Tahoe

716

Near Luxury SUV

Lexus RX 330*

763

Luxury SUV

Lexus GX 470*

772

Compact Pickup

Subaru Baja

753

Full-Size Pickup

Ford F-150*

721

Heavy Duty Pickup

GMC Sierra 2500/3500

708

** Differences of 1-2 points are not statistically significant

* 2004 Total Value Award winner

 

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