Tuesday, June 30, 2009 6:14 PM
The cars we love
Jeremy Cato
Here’s a quality study you might have missed: Strategic Vision Inc.’s 2009 Total Quality Index (TQI).
This study is less about “things gone wrong” than it is about “things gone right.” And according to the ’09 research, Volkswagen and Ford are doing many things right.
The TQI assesses not just problems and broken bits and pieces, but also looks at the relative enthusiasm owners have for their new rides. This study goes after the emotional piece of vehicle ownership.
VW and Audi models ranked first in five of the 17 segments measured by Strategic Vision. Very, very good. The result clearly speaks to design, ride quality and functionality, as well as brand loyalty and appreciation.
Ford, meanwhile, placed first in just one segment – the Focus sedan was ranked highest among small cars – but Ford’s overall score got a boost from high marks for a range of Ford, Lincoln and Mercury models. (The Mercury brand is not sold in Canada.)
"Across their various brands, both corporations are consistently producing vehicles judged high in perceived quality and emotional delight," Strategic Vision said in a release.
General Motors had four segment leaders: the Pontiac G8 sedan, Chevrolet Corvette sports car and GMC Envoy and Yukon XL SUVs. The Corvette had the highest rating of any vehicle.
Chrysler's Dodge Ram pickup got the highest score of any truck in the history of the 15-year study.
The Corvette gets love for being a Ferrari killer at a quarter of the price. The Ram has that bold design, especially the front end. On top of that, Dodge had the good sense to give its new 2009 Ram a coil spring rear suspension for better ride quality, more cabin storage and those nifty Ram Boxes in the bed’s walls. Surprise and delight personified.
VW for its part, was awarded top spots with its Rabbit, Jetta, CC and New Beetle cars and Tiguan SUV (sport-utility vehicle), as well as the Audi A4 sedan.
The TQI differs from J.D. Power and Associates’ Initial Quality Study (released last week) in that the former study puts the greatest emphasis on what owners like, rather than what breaks during the first 90 days of ownership.
Both matter, but buyers who really love a product will often tolerate niggling flaws if the overall experience is exceptional. Both VW and Ford have emphasized the importance of thrilling owners in unexpected ways. Apparently it is paying off.
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Strategic Vision's 2009 Total Quality Index Buyers rated the following vehicles tops in their segments:
Small cars – Ford Focus sedan
Small Multi-Function (MFV) -- Volkswagen Rabbit
Medium Car -- Volkswagen Jetta
Large Car -- Nissan Maxima/Pontiac G8
Near-Luxury Car -- Volkswagen CC/Audi A-4 sedan
Luxury Car -- Mercedes S-Class
Small Specialty Coup -- Volkswagen New Beetle
Premium Coupe -- Chevrolet Corvette
Minivan -- Honda Odyssey
Entry Utility -- Volkswagen Tiguan
Medium Crossover -- Toyota Venza
Medium SUV -- GMC Envoy/Toyota 4Runner
Large SUV -- GMC Yukon XL
Near-Luxury SUV -- Infiniti FX/Infiniti EX/BMW X3
Luxury SUV -- Land Rover Range Rover
Standard Pickup -- Honda Ridgeline*
Large Pickup -- Dodge Ram 30
