What Vehicles Have Highest Perceived Value?

November 10, 2008

Email this story Printer Friendly Version

SAN DIEGO — As consumers scrutinize the benefits of making auto purchases more carefully during this rough economic patch, it appears their perceptions of total vehicle value have gone down.

According to Strategic Vision's 2008 Total Value Index, scores were down for every automaker with "one notable exception."

Pontiac earned a 25-point improvement from a year ago, as officials praised the automaker for "combining competitive pricing with perceived interior quality."

"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," officials explained. "A vehicle purchased today must withstand even more demanding scrutiny."

Basically, TVI ratings include statements that vehicle owners make about value (including reliability, fuel economy, price and resale value). Then, the index incorporates the importance of the ownership variables and weighs these values against the costs.

When it comes to consumers' value perceptions of individual segments, Toyota still leads the pack, even though its scores have declined.

The OEM took 10 vehicle categories, with the Toyota division grabbing seven (Yaris hatchback, Prius, Solara Convertible, RAV4, 4Runner, Sequoia and Tundra) and Lexus was tops in three (IS250/350, LS and RX400 Hybrid).

According to Strategic Vision, Toyota's emphasis on quality and reliability has helped to build strong trust with consumers.

"This trust is a crucial first step to success in today's market," commented Darrel Edwards, founder and chief executive officer of Strategic Vision.

General Motors also performed well, taking four Total Value category winners. Honda and Volkswagen brands were represented in three categories each.

Mazda, meanwhile, took top honors for its Mazda3 sedan (small car) and its CX-9 (midsize CUV).

"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," explained Alexander Edwards, Strategic Vision's president of automotive.

The complete list of winners is as follows:

—Small Car: Mazda 3 Sedan, 794

—Small Multi-Function: Toyota Yaris Hatchback, 787

—Midsize Car: Toyota Prius, 808

—Midsize 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: (two awarded) Lexus LS Sedan, 798; Mercedes-Benz S-Class Sedan, 797

—Specialty Coupe: MINI Cooper Clubman, 827

—Premium Coupe: (two awarded) BMW 3-Series Coupe, 797; Chevrolet Corvette Coupe, 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

—Midsize Crossover Utility: Mazda CX-9, 739

—Midsize Traditional Utility: Toyota 4Runner, 753

—Large Utility: (two awarded) Toyota Sequoia, 737; Chevrolet Tahoe, 736

—Near Luxury Utility: (two awarded) Lexus RX 400 Hybrid, 771; Lincoln MKX, 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

For more information, visit www.strategicvision.com.

Trends & Stats