In a turmoil stricken year for the automotive industry it will likely come as no surprise that there was a monumental shift in the Total Value Award winners compared to just a year ago. Strategic Vision announced their new list of winners and it is hard to find much in common with last year’s list that was dominated by Toyota, Honda and Chevrolet.
For 2009 the winners circle was dominated by VW and Ford – each with five total awards. Although VW and Ford each obtained a total of five awards, Ford won five different award categories and VW won four categories with the mid-size car award being awarded to both the Jetta and Passat sedans in a statistical tie.
The biggest surprise was likely the total absence of Toyota and Lexus from the list – compared to their dominant list of 10 combined awards out of the 23 categories just a year ago.
The shift from Japanese import dominance can largely be explained by their replacement by VW and Ford counterparts. The Prius was replaced by the VW Jetta and Passat sedans (tie). Ford replaced the Yaris hatchback with the Focus coupe, the Solara converible with the Mustang convertible and the Sequoia with the Expedition. Ford’s Flex also obtained an award for the mid-size crossover utility and the F250 and F350 Superduty variants bumped the GMC Sierra for Ford’s final award.
Honda has retained a spot on the podium with four TVI awards across their lineup. The new Insight took the small car award, the Accord Coupe received the mid specialty award, the Odyssey obtained the minivan award and the Ridgeline brought home the standard pickup award.
Chevrolet’s Avalanche obtained the full-size pickup award and the Corvette brought home the premium coupe award for a total of two awards for 2009.
Strategic Vision’s awards were established by polling buyers (48,228) who bought their 2009 models between September 2008 and March 2009. The calculations are based on clear statements made by the owners in regards to value (expected reliability, expected fuel economy, price paid, expected resale value, innovation, etc.) and then Total Value incorporates the importance of the variables that decide the ownership experience to determine the “True Value” based on the worth of each attribute weighted against the costs.
11/23, 7:20 PM
posted by:
DenverGuy217
What? No Acuras? Sacre bleu
11/23, 8:08 PM
posted by:
DB9
As the old saying goes nothing lasts forever; the conditions, the confluence of factors, which set the stage for the ascendancy of the Japanese Automakers in the NA market, have waned. Similar to the prominence of Detroit the apex was not evident till after the descent had begun.
The simple fact of the matter is this: the global credit crisis ushered in a long overdue rationalization of foreign exchange rates, which is not finished yet, and commenced the readjustment of the competitive dynamics, strength and weaknesses, among trading blocs. In essence, the conditions that gave rise to Japan Inc. are now falling by the way side. This is what was behind Toyoda’s somber tone about Toyota when he took the helm this year. It’s also the reason for Honda completely refocusing its strategy going forward – a return to their roots: No RWD Acura’s or new NSX, instead, straightforward simple designs such as the CRX and Civics etc. of the past.
The times they are a changing and it’s going to be interesting indeed to see how it will all play out over the next few years or so. Hey, maybe something radically different; something unknown as of now – an anti-grav Tata Nano lol:-))
DB9;-)
11/23, 8:22 PM
posted by:
Borat
“Strategic Vision’s awards were established by polling buyers (48,228) who bought their 2009 models between September 2008 and March 2009″ – is this really scientific method for measuring quality? After studying six sigma I find this new methodology fascinating, just like science fiction.
11/23, 10:41 PM
posted by:
Mark Kleis
Borat- I think it is important to understand that the intention of this award is to measure owner’s perceptions of their vehicles. In other words, how satisfied are people with their purchases when compared to everything out there.
It is based on opinion on purpose -with a scientific approach for compiling and comparing the data. It isn’t intended to claim which car is the best in quality/fuel efficiency/resale etc, but instead it is meant to show the shift in owner’s opinions. That I do find to be important and relevant.
11/23, 10:47 PM
posted by:
johnnycanuck
Wow… A4 said how his head hurt after he found himself agreeing with the Doc on the Infiniti G article above. Imagine how I feel about what DB9 just posted.
Well put DB. I might have added a more layman’s interpretation, and if I may be so bold as to quote your 43rd…
“You can fool some of the people all the time, and those are the ones you want to concentrate on.”
The likes of Toyota and Honda had better hope there’s still enough of them left.
11/23, 10:52 PM
posted by:
DB9
Most major corporations use some form of quality management process, one of the most common is Six Sigma. However, in most competitive markets, such as the auto sector, brand differentiation is mostly a qualitative measure of quality (people’s perceptions) not “engineered or quantitative quality.”
Perception drives the market. The standard quantitative measures of quality indicate that differences in “measured Quality” among major manufacturers are for the most part statistically insignificant. What has kept the J2 at the apex is perception. Change perception, you change the competitive environment.
Standard survey methodology and design is not adequate in measuring expectations or perception based consumer rankings.
DB9;-)
11/23, 11:12 PM
posted by:
johnnycanuck
Perception doesn’t just drive the market… for far too many years it’s been on cruise control.
11/23, 11:25 PM
posted by:
DB9
JC, you and I are old enough to have watched the NA auto sector coaster over the past 25 years; the rise of Japan Inc., and the fall of the D3 and now a possible replay in reverse. Hey, they always say that life/history is circular, makes for a great spectator sport. Cruise control, well, they couldn’t compete… nothing like a global financial collapse to reset the game lol
DB9;-)
11/23, 11:30 PM
posted by:
johnnycanuck
Here’s hoping. Cheers!
11/24, 12:51 AM
posted by:
Zesty Honda
Perception is not reality; these awards are as reliable/relevant as Chinese Dry-Wall!!!
11/24, 6:27 AM
posted by:
carstuff
Yea, when I read the last paragraph I see a lot of “expected” inputs. Kudos for Ford to have customers who expect their cars to be the best.
Shows how customers feelings/perceptions can be measured. Ford is on top right now in the perception of most Americans and this survey confirms that (even though it was done 6 months ago).
But I would not use this survey to see if the car I was going to buy has a quality history.
It is what it is.
11/24, 7:28 AM
posted by:
easyrider
UNREAL, the Insight is an effin joke, and the Ridgeline is a bigger effin joke.
11/24, 8:36 AM
posted by:
idrinorbarsaku
Both my dad and I think this survey made a lot of sense for what it was. We have a 2009 focus and a 2008 passat and we are unbelievably happy with both! It’s good to see the perception move to cars that actually deserve it! I guess toyoda pissed off a LOT of people…
11/24, 11:39 AM
posted by:
Bubs Solo
DB9 and JC
good thing Ford did a recall on their cruise controls in 2005 because that is when the turnaround started for them. It is 2009 and although they and still turning at least people are taking notice. Ford is going in the right direction but they still need to keep the wheel turned and keep the cruise control off.