US Owner Satisfaction Survey 2007: Hyundai-3, Toyota-0

Still wondering why Hyundai announced a 10-year/100.000 mile powertrain warranty on certified used vehicles? According to Strategic Vision, Hyundai produced the most leaders on the San-Diego-based research firm’s Total Quality Index (TQI), leading in three segments Large Car – Hyundai Azera, Minivan – Hyundai Entourage and Small SUV – Hyundai Santa Fe. The only other brand to produce three leaders was Nissan. The TQI is the premier measure of new vehicle owner satisfaction. It asks buyers to rate all aspects of the ownership experience, from buying and owning to driving.

Hyundai Motors had a total of five leaders (the Kia brand earning two more), Ford Motor and BMW Group each earned three (one for BMW, two for Mini); GM, Honda, and Mercedes each earned two with Dodge, Lexus and Volkswagen each earning one. BMW repeated as the top scoring brand, the eighth time in nine years, and Volkswagen of America kept its claim as the best full-line corporation. See someone missing here? We’ll help you out; starts with T and ends with oyota. -Continued: Click "Read More…" below

Despite the fact that Toyota improved overall its TQI scores, the Japanese firm didn’t manage to top in any segments. Strategic Vision supports that, by examining the number of problems or Things-Gone-Wrong per vehicle (the traditional definition of quality), Toyota and Lexus are still among the best. However, Toyota’s lead in this narrower definition of quality is now shared with other brands like Honda, Hyundai, Infiniti and domestic brands such as Ford –surprise, surprise…

“With automotive corporations now doing a terrific job in providing vehicles with minimal problems, the Cues of Quality (those product attributes that signal quality and create customer Trust) have a greater impact on the purchase decision. Perceived Quality has the power to change customer’s perceptions of a vehicle from being ‘interesting’ to eventually considered and purchased,” says Alexander Edwards, Strategic Vision President. “In the past, one could count the number of problems per vehicle; but for automotive customers today and tomorrow, a comprehensive and integrated perception of the ownership experience will be what drives the decision making process.”

“Even though Hyundai is often overlooked by the US customer, Hyundai’s success in 2007 is not surprising given its’ current products and press in leadership that is looking to the near and distant future with new designs from styling to powertrain,” reports Dr. Darrel Edwards, Founder and CEO of Strategic Vision.

“Unlike last year, we’re seeing many new or redesigned vehicles not ranking near the top of their segments.“ says Alexander. “These vehicles typically have the potential to deliver more rational and emotional elements which are relevant to buyers. Although the Honda Fit, Nissan Versa and Toyota Yaris all did well, they did not hit the same emotional chord which resounded in the DNA of the Volkswagen Rabbit buyers."

Via: Strategic Vision