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December 17, 2012
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Consumers want quality vehicles, but what does that mean? “Quality” ranked first for what most influences car buying decisions for the third year in a row, according to a survey by CarMax Inc. Forty-one percent of Americans who have purchased a vehicle say that quality had the greatest impact on their car buying decision, followed by price and safety. Resale value and environmental concerns both registered less than 5 percent. “Consumers want to drive off the lot knowing they are in a high quality vehicle, and they also want to feel good about the price and safety of the vehicle,” said Troy Flaherty, CarMax’s Mid-Atlantic region vice president of purchasing. In many quality surveys, however, companies are punished when new tech-
nology struggles for consumer acceptance. For example, Ford fell in both the J.D. Power and Consumer Reports rankings due to issues with its MyTouch system. Another study, Strategic Vision’s Total Value Index, attempts to correct for that. The index puts a high value on what the company calls the Innovation Factor Score. “Innovation is the strongest single predictor of which cars, brands and corporations are seen as the best value, or Total Value in our study,” said Strategic Vision president Alexander Edwards. Ford had eight models finish near the top for their respective segments. Volkswagen of North America ranked highest of all brands with its four segment winners: Golf, Jetta Wagon, CC and Eos. The extra weight given to innovation worked both ways. American Honda Motor continues to do well in Total Value, finishing third overall. The Honda Ridgeline has been the Total Value winner among standard size pickups each year since being introduced, with Odyssey being a five-year consecutive leader among minivans. However, Honda lagged in the innovation scoring. “Corporations like Honda still do well, but must be careful when the driv-
ELECTRIFIED AND SATISFIED: Richard Harrison of Keego Harbor, Mich., charges his 2012 Volt at Serra Chevrolet in Southfield, Mich. Volt drivers really like their cars and would buy the same model again.
ing force in the algorithm for their score is mostly resale value and MPG factors,” said Darrel Edwards, co-founder and executive chairman of Strategic Vision. “Both of these factors are important, but are increasingly becoming ‘up-forgrabs’ to the accelerated competition.” The Chrysler/Dodge brands were named the most improved for Total Value. Chevrolet also received credit for innovations, with
its Volt named special category leader. The Volt has the second highest Total Value score in the industry. The electric car is developing a strong following despite its low sales. A Consumer Reports survey found 92 percent of respondents who own the Volt said they would definitely buy it again. At the other end of the spectrum, the redesigned subcompact Nissan Versa sedan came in with the lowest score in the survey, with
fewer than half of its owners saying they would definitely buy it again. Other low scorers include the V6 versions of the Chevrolet Silverado and GMC Sierra pickups, and the Nissan Armada, Suzuki SX4, and Mitsubishi Outlander SUVs. One of the features that didn’t seem to have a strong effect on owner satisfaction was brand nationality. The 44 top-rated models include 16 American, 14 Asian and 14 European vehicles.
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