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2006 Total Quality Awards


Strategic Vision's 2006 Total Quality Awards

June 19, 2006 -- For the second straight year, General Motors scored the most wins on Strategic Vision's Total Quality Index (TQI), leading in five segments out of the eight won by domestics. The San-Diego-based research firm's 2006 results are based on the ratings of new vehicle owners.

No one corporation dominated, with Toyota leading four segments, BMW and American Honda three each and Chrysler Group two. BMW repeated as the top scoring brand, the seventh time in eight years, and Volkswagen of America reemerged as the best full-line corporation. Ford's only win was significant, as its much-heralded Fusion took top honors.

“We're seeing many new or redesigned vehicles at the top of their segments, “ says Strategic Vision CEO Darrel Edwards, Ph.D. “These vehicles typically deliver more tangible and intangible emotional elements which are relevant to buyers. That measured importance should be part of any quality measurement today though it is often missing. When importance is included in the calculation, BMW does not suffer from innovation. Actually, the BMW 7-Series receives the highest scores from its owners compared to any other model.”

Of the 20 vehicle award segments, the domestics captured 8, or 40%. Japanese firms won the same number (40%), with European marques taking the remaining 4, or 20%. Though scoring well in TQI, Korean companies were shut out of top spots this year. Perennial winner Honda Odyssey (five years in a row), and small specialty leaders Mini Cooper (three out of four years) and Chevrolet Corvette (three years in a row) were again at the top of their class.

The Total Quality Index 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. This is how buyers gauge quality, including attributes and the emotional response to vehicle. To view Strategic Vision's 2006 Total Value Awards, click here.

Buyers rated the following 2006 vehicles tops in their segments. Click on Segment name to see rankings of contenders.

Segment
Winner(s)
TQI Score
Honda Civic
871
Chevrolet HHR
865
Ford Fusion
884
Dodge Charger
906
Lexus IS 250/350
919
BMW 7-Series Sedan
928
Mini Cooper
909
Chevrolet Corvette Coupe*
908
Mini Cooper Convertible*
896
Chevrolet Corvette Convertible
912
Honda Odyssey*
876
Saturn VUE
870
Dodge Magnum
880
Toyota 4Runner
878
Nissan Armada*
907
Lexus RX 330/400H
904
Land Rover Range Rover Sport
910
Toyota Tacoma*
849
Honda Ridgeline
885
Chevrolet Silverado 2500/3500
870
*2005 Total Quality Award winner

Responses from more than 29,000 buyers who bought 2006 models in October and November of 2005 were used to calculate the Total Quality Index. Strategic Vision has calculated TQI annually since 1995. In addition, the firm releases a Customer Delight Index followed by a Total Value Index that focuses on different aspects of new vehicle owners' experiences.


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