• Nov 23, 2009
Toyota bumped, VW and Ford lead

The 2009 Total Value Awards have been announced, and what do you know, it's more good news for Ford. First, a primer: the "the Total Value Index™" (TVI) took into account more than 48,000 buyers of 2009 models from September, 2008 to March, 2009. Assumptions made by owners of the car – expected reliability, fuel economy, price, etc – are then weighed against "the variables that make up the ownership experience," and voila, you have the TVI.

In last year's awards, Toyota took the top spot in seven of 23 categories, and three more if you count Lexus. The next best efforts were Honda and Chevrolet, each with three. Ford had none.

This year, Toyota and Lexus didn't win a single category. The Yaris hatch was bumped by the Ford Focus Coupe, the Prius was bumped by the Volkswagen Jetta and Passat sedans. The Toyota Solara convertible was ousted by the Ford Mustang convertible, and the Toyota Sequoia was beat by the Ford Expedition.

In all, Ford put four of its lineup in the winner's circle, with the F-250 and -350 bumping the GMC Sierra. VW had five in the top slots, making both Ford and VW the two best makers in the survey, with Honda again pulling up third with three. It's another bit of welcome press for Ford and VW. Now if Ford could just get those pesky labor contracts settled...

[Source: Strategic Vision]

PRESS RELEASE

The 2009 Total Value Awards®
Toyota led quality "Evolution" inspires Volkswagen, Ford "Revolution"

San Diego - Strategic Vision announces its 2009 Total Value Index™ (TVI) to help customers and automotive manufacturers understand what parts of the value equation are key motivators in the consumers' new car shopping process. Results show a revolution in buyer perceptions as, for the first time ever, Toyota Motor Sales does not have a vehicle leader in any segment. "Toyota has evolved to be defined by customers as a paradigm of reliable and durable vehicles," reports Darrel Edwards, Ph.D. Strategic Vision's Founder and Chairman. "Toyota meets an essential part of the purchase contract. Toyota provides buyers the Security needed to make the purchase. However, with so many manufacturers, inspired by Toyota, improving in perceived quality, customers have a wider range of options to choose from in our current economic climate. This allows them to find both value and love in their new vehicle."

Fueled in part by a recovering economy, this revolution has an impact across all vehicle segments, including luxury buyers. For example, the Hyundai Genesis is the Near Luxury Car Segment leader. The Genesis has brought luxury buyers to Hyundai as Genesis buyers have household incomes very close to BMW 3-Series and Mercedes C-Class buyers. We see many Lexus, Infiniti, Cadillac and BMW owners trading in their vehicles for the Genesis. Hyundai competes by meeting a customer's security needs with perceived quality and successful programs such as "Hyundai Assurance" combining price, warranty and value a customer can love.

"Durability alone and simply satisfying customers is not enough for buyers who demand both immediate and long term Value," says Alexander Edwards, President Strategic Vision. "Customers no longer feel constrained to consider only the 'usual suspects.' Because of increased quality, competitive prices and manufacturers fighting for their lives to provide Loveworthy℠ vehicles, this is truly an exciting time for car buyers, today and in the near future," says Edwards. "Manufacturers are listening and reacting quickly to stay competitive."

Ford Motor Company, the most improved brand and corporation, led many segments with Focus Coupe, Mustang Convertible, Flex, Expedition and F-250. Volkswagen of America delivered the following leaders: CC Sedan, rating the highest TVI score of any model, Tiguan, Jetta and Audi Q7. American Honda continues its' strength with Value leaders like Odyssey and Ridgeline, and provided revolutionary leadership with an affordable hybrid, the Insight (Small Car Segment winner). "Insight opens the door, leading to a larger number of hybrid "wanna be's" (a good thing by the way) who will 'do the math,'" says Christopher Chaney, Strategic Vision's Vice President. "People will not buy hybrids in larger numbers until they have all their demands/needs met and 'the math' (MPG + 'Eco' + 'I Love This Car' + 'Right Price'= Purchase) makes sense," says Chaney. "Not an easy task, but look at MINI Cooper as having a correct solution to the equation. They have the ratings and sales to back it up," continues Chaney.

General Motors also provides some Value through innovation. Similar to perennial winner Honda Ridgeline, Chevrolet Avalanche is an example of the importance of "True Innovation" influencing Total Value. True Innovation is rich, makes an impact, is intuitive, motivational, in-depth and specific. "Truly Innovated" products are what will motivate fence sitters and initial consideration shoppers to become buyers. The Chevrolet Corvette Coupe continues to lead among Premium Coupe class and although some question Saab's future, the Saab 9-3 Convertible was the leader of Convertibles over $30k which is symbolic of buyers enjoying a sense of Value with unique character as an aspect of luxury.

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


Segment Winner(s) TVI Score
Small Car Honda Insight 795
Small Multi-Function Ford Focus Coupe 801
Mid-Size Car Volkswagen Jetta Sedan
Volkswagen Passat Sedan
808
807
Mid-Size Multi-Function Volkswagen Jetta Wagon 769
Full-size (Larger) Car Volkswagen CC Sedan 846
Near-Luxury Car Hyundai Genesis 838
Luxury Multi-Function Mercedes-Benz R-Class Wagon 792
Luxury Car Mercedes-Benz S-Class 828
Specialty Coupe MINI Cooper Hatchback 827
Premium Coupe Chevrolet Corvette Coupe 840
Mid Specialty Honda Accord Coupe 802
Convertible Ford Mustang Convertible 799
Premium Convertible Saab 9-3 Convertible 807
Minivan Honda Odyssey 745
Small (Entry) Utility Volkswagen Tiguan 801
Mid-Size Crossover Utility Ford Flex 784
Mid-Size Traditional Utility Chrysler Aspen 766
Large Utility Ford Expedition 803
Near-Luxury Utility BMW X3 806
Luxury Utility Audi Q7 792
Standard Pickup Honda Ridgeline 748
Full-Size Pickup Chevrolet Avalanche 787
Heavy Duty Pickup Ford F-250/350 709


The Total Value Index™ was calculated from 48,228 buyers who bought 2009 models during September 2008 to March 2009. Strategic Vision has presented Total Value Awards™ annually since 1995. The calculation of Total Value begins with clear statements that owners make about value (e.g. expected reliability, expected fuel economy, price paid, expected resale value, innovation, etc.). Total Value 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, value/emotions and images that drive perceptions and behaviors. J. Susan Johnson, CEO of Strategic Vision, coined the phrase "True Innovators" and we measure this construct in the detailed Total Value Index report. 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 or visit www.strategicvision.com.



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    • 1 Second Ago
  • 33 Comments
      • 5 Years Ago
      A Ford Focus Coupe? You've got to be kidding...

      Peace!
      • 5 Years Ago
      > Now if Ford could just get those pesky labor contracts settled...

      2009-11-14: "Ford says UAW issues resolved at Kansas City Assembly Plant"
      http://www.freep.com/article/20091114/BUSINESS0102/91114010/Ford-says-UAW-issues-resolved-at-Kansas-City-Assembly-Plant
      • 5 Years Ago
      OK this list is just hilariously terrible. An award that's supposedly based on value (although apparently based on some mystery formula that somehow takes into account what owners assume about their cars?!) that has not only the BMW X3, the Chrysler Aspen, but also the Mercedes-Benz R-Class taking first place?

      How can anybody take this stuff seriously:
      "General Motors also provides some Value through innovation. Similar to perennial winner Honda Ridgeline, Chevrolet Avalanche is an example of the importance of "True Innovation" influencing Total Value. True Innovation is rich, makes an impact, is intuitive, motivational, in-depth and specific. "Truly Innovated" products are what will motivate fence sitters and initial consideration shoppers to become buyers. The Chevrolet Corvette Coupe continues to lead among Premium Coupe class and although some question Saab's future, the Saab 9-3 Convertible was the leader of Convertibles over $30k which is symbolic of buyers enjoying a sense of Value with unique character as an aspect of luxury."

      Apparently to win one of these awards you have to aspire to be like the Honda Ridgeline. Also humorous? The fact that they mention that Saab has a questionable future while simultaneously declaring the 9-3 Convertible the winner.
      • 5 Years Ago
      Any company that tells you that getting the current, lame-duck (and ugly duckling...err, hideous duckling) Focus is a good deal should never be trusted. They're pretty much saying, "Yes, they're terrible, but they're cheap, so buy them!" as far as the Focus and Ass-pen are concerned. And how is the Ass-pen a good deal, anyway? Is it heavily discounted because people have figured out it's a marked up Durango with ridges on the hood, more chrome, and a fake wood dash with an analog clock?
        • 5 Years Ago
        My point is that the next Focus is coming soon, and so is the Fiesta. If you want a small car, that is where the smart money is, not a fugly-ass car with a cheap interior that people only buy because it's cheap, (somewhat) good on gas, and has Sync.
        • 5 Years Ago
        So the Focus is reliable, safe, fuel efficient, spacious (for a compact), inexpensive, and has tech features that buyers want. It's also cheap to insure because it can take a low-speed hit without exploding, and has an effective anti-theft mechanism built in.

        It may be based on an old architecture, but for people who don't know that (ie 99% of the population), the only thing against it is the styling. And that's subjective. I don't like it, but I know people who do.

        This award is supposed to provide an indication of value, not how new the vehicle platform is. So...what was your point?
      • 5 Years Ago
      How the heck did the Insight win an award?
      • 5 Years Ago
      Instead of dissing the Aspen, yes it's old and not to date..but it won..which speaks out to other automakers and makes me wonder why a 6 year old platform made the customers happiest out of all the other automakers? I personally liked the Aspen alot better than the ugly durango although the Aspen wasn't really that nice.. not even dual headlamps...weird.
      • 5 Years Ago
      Sure would like to see everyone stop feeding those asinine trolls.
      • 5 Years Ago
      Ford seems to be doing well in reliability and quality surveys lately.
      mansonjak
      • 11 Months Ago
      When you are needing to find a place that can help you out, you want to know that they are here for you and can help you out and get you into the car you want. They are here to help you out and you will be happy with what they can do for you. There is a site I know of called http://www.usedcarsinlehighvalley.com that can help you out.
      • 5 Years Ago
      They give an award to the Chrysler Aspen? Oh yea, this is an organization that I want to pay attention to. Or not.
        • 5 Years Ago
        Yeah, this is just bizarre.

        No thanks!
      • 5 Years Ago
      Considering that Strategic Vison's political polling has been shown to be complete fiction, I am not sure that automakers should be bragging about any of these awards.

      http://www.fivethirtyeight.com/2009/09/strategic-vision-polls-exhibit-unusual.html
        • 5 Years Ago
        That's a different company you're referring to.

        As Mark Blumenthal at National Journal noted in a 12/21/09 column about the political firm: "Strategic Vision LLC -- not to be confused with the highly respected research company Strategic Vision Inc. -- has released results from over 170 purported pre-election polls since 2004."

        These results are from the "highly respected research company," not the political firm that has not yet offered a shred of evidence to back up its poll numbers.
      • 5 Years Ago
      An award to the Aspen AND the fugly, long in the tooth, obsolete Focus? This organization is a joke.

      I wonder how much $$$ Ford paid to buy them off.
        • 5 Years Ago
        My God Waterboy......

        How can you sit there and post blatant lies like that?

        And talking about manufacturing.....

        When did the Edge, Flex, Lincoln Flex, Lincoln Edge, Escape, Mariner, F-150, Super Doodie, etc, become "cars".

        You should really stop posting such garbage...you are going to hurt yourself one of these days.
        • 5 Years Ago
        Hey Brian, Was that you and Matt standing next to Obamao bowing to the Emperor of Japan?
        • 5 Years Ago
        Probably as much as they paid for the MT COTY award.

        And you talk about the Focus being obsolete? What about the Fusion...it's using a platform that Mazda introduced in 2002. The Fusion is just like the Focus....a terrible, ugly, rehashed car that's roots are between 7-10 years old.

        And the same for the Taurus, Flex, Lincoln's rebadged Taurus and Flex, and the so-called "new" Explorer...Volvo introduced the (failed many times over) D3 platform (AKA P2) in 1998...12 model years ago.
        • 5 Years Ago
        "Seriously Matt, shut up! You have to be one of the biggest loosers I've ever seen on the internet."

        That will show me. Call me a "loser" all while spelling "loser" wrong.

        "Despite anything you have just said, Ford is having no trouble selling the Focus, Fusion, or Taurus. Grow up..."

        Except...

        The Civic and Corolla murder the Focus in sales.
        The Camry and Accord murder the Fusion in sales.
        The Impala murders the Taurus in sales.

        ------------
        "The Fusion IS NOT in the same class as the Prius"

        So the US Government is wrong?

        "And Matt, don't be sore that Ford was able to take a "10 year old platform" and make it the best selling American car"

        Facts or shut up. The Fusion IS NOT ANYWHERE NEAR the best selling car in America. You are sounding just like the Ford PR Spin machine.....with all of the incorrect things you post.

        ----------------------------

        "I wouldn't call the Fusion "American" since it has a very low amount of domestic content, is based on a Japanese engineered platform, and is hecho en Mexico, amigo."

        X2!!!

        Only about 50% of the Fusion is American compared to around 80% for the Camry.

        -------------------------
        "The Fusion is one of the few cars from Ford not made in America,"

        Wrong again Waterboy.

        Fiesta, Mondeo, Fusion, Milan, MKFusion, Falcon, Ka, Crown Victoria, Grand Marquis, Town Car, etc.

        Actually, the list would be shorter if we just listed the cars that Ford actually made here...The Focus, Taurus and the (terrible and cheap) Lincoln rebadge of the Taurus.

        2.5 cars are made here.....the rest are not.
        • 5 Years Ago
        Hey Merlot, the Fusion is BARELY in the top ten for cars sold in America....guess who is NUMBER ONE and NUMBER TWO?

        Caddy-v, my Accord is made in America, and you're right there with Obambi bowing down to union parasites and welfare looters like Government Motors.
        • 5 Years Ago
        Wow Matt, I don't think you've ever posted so much stupid crap in one post EVER (oh wait you had to put it in two)

        "The Civic and Corolla murder the Focus in sales."
        We know the Focus sucks
        "The Camry and Accord murder the Fusion in sales."
        Camry sales are down 24% for the year, Accord sales are down 27% for the year, and Fusion sales are UP 15%.
        "The Impala murders the Taurus in sales."
        Hmm, you compare Honda and Toyota to ford for compact and mid-sized cars, but not for full sized cars? Is it because the Taurus is handing everyone else their own asses? So the Taurus is #2 in full sized sales, and it's number 2 to a cheap, dated, boring snooze box (although those excessive GM rebates are tempting, what is the average rebate? $4,100-ish?).

        " 'don't be sore that Ford was able to take a "10 year old platform" and make it the best selling American car.'
        Facts or shut up. The Fusion IS NOT ANYWHERE NEAR the best selling car in America."
        Umm... learn to read or SHUT UP. The Fusion is the best selling AMERICAN CAR, better than the Malibu, and obviously better than the Sebring.

        ""The Fusion is one of the few cars from Ford not made in America,"

        Wrong again Waterboy.

        Fiesta, Mondeo, Fusion, Milan, MKFusion, Falcon, Ka, Crown Victoria, Grand Marquis, Town Car, etc.

        Actually, the list would be shorter if we just listed the cars that Ford actually made here...The Focus, Taurus and the (terrible and cheap) Lincoln rebadge of the Taurus.

        2.5 cars are made here.....the rest are not."

        Umm, did you even try to think?
        The Focus is made in Michigan
        The Fusion is made in Mexico (GASP)
        The Taurus is made in Chicago
        The Crown Vic is made in Canada (GASP AGAIN)
        The Mustang is made in Michigan
        The Edge is made in Canada (GASP SOME MORE)
        The Flex is made in Canada (are you still gasping for air?)
        The Escape is made in Missouri
        The Explorer is made in Kentucky
        The Sport Trac is made in Kentucky
        The Expedition is made in Kentucky
        The Ranger is made in Kentucky
        The F-150 is made in Michigan
        The Super Duty is made in Missouri
        The Econoline is made in Ohio
        The Transit Connect is made in Turkey and it is currently planned for it to move production here by 2011.
        The Milan is made in Mexico
        The Mariner is made in Missouri
        The Grand Marquis is made in Canada
        The MKZ is made in Mexico
        The MKS is made in Chicago
        The MKX is made in Canada
        The MKT is made in Canada
        The Navigator is made in Kentucky
        The Town car is made in Canada.

        Umm, I'm sorry but any basic math ability would suggest that more than "2.5" of Ford's vehicles are made in the US.

        "Fiesta, Mondeo, Fusion, Milan, MKFusion, Falcon, Ka, Crown Victoria, Grand Marquis, Town Car, etc."
        Yeah, Ford is completely wrong for making the Modeno in another country, they should do what the rest of the automakers do and build their cars in America and export them all to Europe, SO MANY other companies do that (sarcasm/)

        "#1. The Fusion is NOT the most efficient mid-sized car sold in America...that would be the Prius."
        Umm besides the fact that you are completely retarded and the Prius is a hybrid, the technical class is mid-sized sedans (and the fact that is a gas-only sedan is pretty common knowledge, unless you're an idiot and simple logic goes right over your head... ahem... you)

        "As for sales.....wake me up when the Fusion comes EVEN REMOTELY CLOSE to the Camry/Accord numbers."
        Will do, and I'll wake Brian up when Ford goes Ch. 11 in 10 months (more sarcasm/ in case that went right over your head too).

        "The people who have the money and buy the cars have spoken.....the Camry and Accord are the better car."
        Actually people have spoken and they are choosing the Fusion at an ever increasing rate. Cry some more rivers Matt, but people THINK the Camry/Accord is better, but given the Fusion's 15% sales increase and the Camcord's 20% sales decrease you don't need to be a rocket scientist to see that people are realizing that the Fusion is ACTUALLY better than the Camcord (however your extremely below average intellect allows such simple things to go right over your head).

        So, try again matt.
        • 5 Years Ago
        "The Prius STILL outdoes the Fusion in fuel-economy, even though both are "mid-size" and it has all the functionality of a hatchback, and carries a lower base price. So suck on that one, Blue Oval Mafia."

        So much failure in one sentence. I'll dumb this down for you like I have to with Matt. The Fusion IS NOT in the same class as the Prius. Maybe you feel bad that the Camry hybrid sucks so much, but get over it. The Fusion is bigger in EVERY SINGLE CATEGORY except the .2 inches less front leg room. The Fusion is 15 inches longer, 4 inches wider, and about 300 pounds heavier. The Fuison Hybrid also does things like... pulls a 0-60 in under 10 seconds and succeeds in not looking like a foot.
        • 5 Years Ago
        Hey Brian guess which cars are down more than 20% so far compared to this time last year, and guess which car is up more than 15% from last year? Ghess what car is MT car of the year, guess which car is the most fuel efficent mid-sized car in America, guess which car is the #1 selling American car. If you said Camry, Accord, Fusion, Fusion, Fusion, and Fusion, then you are correct, way to go.
        • 5 Years Ago
        And I wouldn't call anything Toyota touches American either. They make 1/4 of their cars in America, and they are incorporated 日本 (in Japan). The Fusion is one of the few cars from Ford not made in America, and either way the profits go back to America/ Michigan where Ford is incorporated. If you don't like the fact that Ford makes three of it's cars in Mexico then bitch about Clinton and NAFTA, otherwise go cry about the camcord's tanking sales somewhere else.
        • 5 Years Ago
        I wouldn't call the Fusion "American" since it has a very low amount of domestic content, is based on a Japanese engineered platform, and is hecho en Mexico, amigo.
        • 5 Years Ago
        Cry more, jesters!
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