T Mac
01-08-2008, 08:13 PM
San Diego — “Driver’s desires, needs and attribute priorities are called the customer’s vehicle DNA,” according to Alexander Edwards, Strategic Vision President of Automotive. “When you understand the emotional payoff delivered by each vehicle attribute measured against the customer’s vehicle DNA, you can truly know what sets leaders apart from the rest. These vehicles are Customer Delight leaders and build brand equity, increase customer advocacy and indicate future loyalty and retention.”
The Mazda3 was announced as the leader in the small car segment over strong competitors such as Toyota Yaris and Corolla as well as the Honda Fit and Civic (2006 Delight leader). The Mazda3 DNA includes leverageable attributes such as strong maneuverability and handling that speaks to the desires and priorities of smaller car buyers, creating a sportier, more energetic and fun vehicle over what the competition has to offer. The MINI Cooper’s DNA confirmed its performance lead for its sixth straight leadership position, while the Hyundai Santa Fe lead is created by strong exterior styling cues combined with roomy and comfortable second row seating that equated to overall thoughtfulness. “The customer perception of thoughtfulness comes from those cues that suggest the manufacturer was thinking about the customers individually,” says Dr Darrel Edwards, CEO of Strategic Vision and creator of the metrics used for thoughtfulness. “Thoughtfulness is always a keystone component of the truly Delightful.”
Customer Delight, Strategic Vision’s most stringent measure of product quality, captures the customer’s emotional response to each vehicle attribute from areas of power and performance to interior design. This in-depth examination looks at the vehicle attributes in many of their modes to the specificity of the A/C vent performance to the difference between the function and style design of headlights. For a vehicle to be a Delight leader, it must deliver against the highest standards and vehicle priorities that customer’s hold.
There are other vehicles such as the Lexus RX400H, Lincoln MKX and Saturn Outlook and Ford Expedition EL that have all broken the code of the customers’ vehicle DNA and have delivered the product that meets the customers’ needs. The criteria are no respecter of class – just performance. All of these vehicles clearly lead on the strongest factors for their respective segments, are clearly ahead of the nearest competition, and have important strengths that set them apart from others in their segments. Leaders demonstrate foundational strengths that create a sense of security for the drivers and add substantial leverage in performance, design, innovation and thoughtfulness over their competition.
One aspect that is important across all segments in creating Delight is the impression of reliability. “Reliability is a crucial factor in building a sense of emotional Security, which is the foundation of any ownership experience. Owners must know from the very beginning that they can rely upon the vehicle in order to trust that it will be there and be safe for them and their passengers,” says Alexander Edwards. The impression of reliability is influenced by any element of the vehicle that is either visible to – or interacting with – owners and passengers alike. There are many possibilities for enhancing overall Delight by increasing the sense of reliability created by a vehicle: ranging from exterior cues of quality (i.e., fit of body panels, paint work, etc.), to interior touch-points such as the parking brake release, turn signal indicator, or gauges and their character.
Buyers rated the following vehicles leaders in Customer Delight (CDI) in their segments:
Segment, Winner(s), CDI Score
Small Car: Mazda 3m 572
Small Multi-Function: Volkswagen Rabbit 613
Medium Car: Volkswagen Passat, Volkswagen Jetta 629 626**
Medium Multi-Function: Volvo V50 Wagon 533
Larger Car: Dodge Charger* 641
Near Luxury Car: BMW 3-Series Sedan* 690
Luxury Multi-Function: Audi A3 644
Luxury Car: Mercedes-Benz S-Class Sedan* 830
Small Specialty Under $28,000: Mini Cooper* 671
Small Specialty Over $28,000: Porsche 911 Coupe 735
Mid-Specialty Car: Chevrolet Monte Carlo Coupe 577
Convertibles Under $30,000: Mini Cooper Convertible* 652
Convertibles Over $30,000: Mercedes-Benz SL 713
Minivan: Honda Odyssey 598
Small SUV: Hyundai Santa Fe 589
Medium Crossover: Saturn Outlook 644
Medium SUV: Toyota 4Runner 593
Large SUV: Ford Expedition EL 686
Near Luxury SUV: Lexus RX 400H, Lincoln MKX 705 702
Luxury SUV: Land Rover Range Rover Sport 736
Standard Pick-Up: Honda Ridgeline* 598
Full-Size Pickup Truck: GMC Sierra 1500, Chevrolet Avalanche 1500 605 603
Heavy Duty Pickup Truck: Ford F-250/350 511
*2007 Customer Delight Award™ winners / **Differences of 1-2 points are not statistically significant.
Strategic Vision is part of StrategicVision Worldwide, 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, Procter & Gamble and Coca-Cola. Its unique expertise is in identifying individuals’, groups’ and societies’ comprehensive motivational hierarchies, including the descriptive attributes, personal consequences associated with experiences, the values and emotions that establish priorities and set motivation, and the deep-seated personal images that reveal meaning – all of which shape perceptions and cause behavior. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968. Strategic Vision was established in 1972 and incorporated in 1989.
The Mazda3 was announced as the leader in the small car segment over strong competitors such as Toyota Yaris and Corolla as well as the Honda Fit and Civic (2006 Delight leader). The Mazda3 DNA includes leverageable attributes such as strong maneuverability and handling that speaks to the desires and priorities of smaller car buyers, creating a sportier, more energetic and fun vehicle over what the competition has to offer. The MINI Cooper’s DNA confirmed its performance lead for its sixth straight leadership position, while the Hyundai Santa Fe lead is created by strong exterior styling cues combined with roomy and comfortable second row seating that equated to overall thoughtfulness. “The customer perception of thoughtfulness comes from those cues that suggest the manufacturer was thinking about the customers individually,” says Dr Darrel Edwards, CEO of Strategic Vision and creator of the metrics used for thoughtfulness. “Thoughtfulness is always a keystone component of the truly Delightful.”
Customer Delight, Strategic Vision’s most stringent measure of product quality, captures the customer’s emotional response to each vehicle attribute from areas of power and performance to interior design. This in-depth examination looks at the vehicle attributes in many of their modes to the specificity of the A/C vent performance to the difference between the function and style design of headlights. For a vehicle to be a Delight leader, it must deliver against the highest standards and vehicle priorities that customer’s hold.
There are other vehicles such as the Lexus RX400H, Lincoln MKX and Saturn Outlook and Ford Expedition EL that have all broken the code of the customers’ vehicle DNA and have delivered the product that meets the customers’ needs. The criteria are no respecter of class – just performance. All of these vehicles clearly lead on the strongest factors for their respective segments, are clearly ahead of the nearest competition, and have important strengths that set them apart from others in their segments. Leaders demonstrate foundational strengths that create a sense of security for the drivers and add substantial leverage in performance, design, innovation and thoughtfulness over their competition.
One aspect that is important across all segments in creating Delight is the impression of reliability. “Reliability is a crucial factor in building a sense of emotional Security, which is the foundation of any ownership experience. Owners must know from the very beginning that they can rely upon the vehicle in order to trust that it will be there and be safe for them and their passengers,” says Alexander Edwards. The impression of reliability is influenced by any element of the vehicle that is either visible to – or interacting with – owners and passengers alike. There are many possibilities for enhancing overall Delight by increasing the sense of reliability created by a vehicle: ranging from exterior cues of quality (i.e., fit of body panels, paint work, etc.), to interior touch-points such as the parking brake release, turn signal indicator, or gauges and their character.
Buyers rated the following vehicles leaders in Customer Delight (CDI) in their segments:
Segment, Winner(s), CDI Score
Small Car: Mazda 3m 572
Small Multi-Function: Volkswagen Rabbit 613
Medium Car: Volkswagen Passat, Volkswagen Jetta 629 626**
Medium Multi-Function: Volvo V50 Wagon 533
Larger Car: Dodge Charger* 641
Near Luxury Car: BMW 3-Series Sedan* 690
Luxury Multi-Function: Audi A3 644
Luxury Car: Mercedes-Benz S-Class Sedan* 830
Small Specialty Under $28,000: Mini Cooper* 671
Small Specialty Over $28,000: Porsche 911 Coupe 735
Mid-Specialty Car: Chevrolet Monte Carlo Coupe 577
Convertibles Under $30,000: Mini Cooper Convertible* 652
Convertibles Over $30,000: Mercedes-Benz SL 713
Minivan: Honda Odyssey 598
Small SUV: Hyundai Santa Fe 589
Medium Crossover: Saturn Outlook 644
Medium SUV: Toyota 4Runner 593
Large SUV: Ford Expedition EL 686
Near Luxury SUV: Lexus RX 400H, Lincoln MKX 705 702
Luxury SUV: Land Rover Range Rover Sport 736
Standard Pick-Up: Honda Ridgeline* 598
Full-Size Pickup Truck: GMC Sierra 1500, Chevrolet Avalanche 1500 605 603
Heavy Duty Pickup Truck: Ford F-250/350 511
*2007 Customer Delight Award™ winners / **Differences of 1-2 points are not statistically significant.
Strategic Vision is part of StrategicVision Worldwide, 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, Procter & Gamble and Coca-Cola. Its unique expertise is in identifying individuals’, groups’ and societies’ comprehensive motivational hierarchies, including the descriptive attributes, personal consequences associated with experiences, the values and emotions that establish priorities and set motivation, and the deep-seated personal images that reveal meaning – all of which shape perceptions and cause behavior. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968. Strategic Vision was established in 1972 and incorporated in 1989.