The study found that love--how much or what part of a car that people like--is more important than the number of problems a car has when choosing a vehicle.
For example Ford, which was a quality leader in the study, received a number of complaints about its Sync system. But the driver/owner experience trumps the small stuff, giving a greater perception of quality, according to the study.
The Volkswagen Jetta and the Hyundai Sonata, two more vehicles that ranked highly, had a higher incidence of problems (30 percent) than the segment average of 20 percent. But the impact of those problems, which mostly fell in the “not serious” category, was small because of quick fixes at the dealership, good overall vehicle performance and other general happiness about the car.
“When customers explicitly state ‘I love [this] about my vehicle,' it results in increased sales,” said Alexander Edwards, president of Strategic Vision. “We explicitly measure the emotional impact of each vehicle attribute and ask the customer what they love about their vehicle. Jetta and Sonata owners report more love than most all of their competitors. That is why it is no surprise to us that the Jetta and Sonata have had their best sales ever with their 2011 models.”
Volkswagen was rated as the best full-line corporation in Strategic Vision's study. VW had three models--the Golf, the Jetta and the Tiguan--that were total quality leaders, with attributes such as design and exterior styling that impressed owners.
Ford had the second best total quality score, just one notch ahead of Honda and Nissan. Ford got a boost from segment leaders the Mustang, the Flex and the F-150, along with other high-ranking models. The company as a whole had more problems than the industry average, but again, it fostered enough love to eek out the second best rating.
by Jake Lingeman
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