Okay, let’s face it – 869 would not be the typical rating you’d assign to someone / something to get the point across of how great it is; for example…. Bo Derek: 10, the perfect score on a test: 100, getting a hit every time at bat: 1000. However, 869 is the number that Strategic Vision, Inc. has given to the FIAT 500 Hatchback, and we’re more than happy to take it!
Strategic Vision is a company of clinical psychologists and business professionals with more than 30 years of experience studying how and why consumers make buying decisions and the factors that drive owner satisfaction and loyalty. Strategic Vision is based out of San Diego and recently announced the results of its 2012 Total Quality Index™ (TQI) Study. Total Quality measures how closely the experience of quality matches the explicit desires of the customer. In terms of Total Quality, Volkswagen Group of America is the leading corporation, followed by a tie between Ford Motor Company and Chrysler Group.
Strategic Vision calculated their Total Quality Index from 45,390 buyers who purchased 2012 models during September to December 2011. They have a quantitative “ValueCentered®” NVES study in order to do their calculations. Chrysler Group is considered the most improved corporation. “They are definitely beginning to turn things around and the Fiat 500 (Small Car Segment winner) is just one example. Attributes like Fiat 500’s Exterior Styling and Workmanship, and even Sound Systems, all become part of the Total Quality equation when one explicitly captures the heart and mind of how customers think when spending $20,000 to $100,000 on a vehicle,” adds Darrel Edwards, Ph.D. and Strategic Vision Chairman/Founder.
“This is really great news for all those corporations, but the key to success and sales will be products that satisfy the customer’s increasingly insatiable need for innovation, and the complete picture of Quality,” says Strategic Vision President, Alexander Edwards…… “With Total Quality, we factor in all the perceptions that are proven to create the impression of Total Quality; this is ultimately how people think about vehicles and spend money,” concludes Alexander Edwards.
Here is a list of the Small Car Segment and their Scores.
Small Car Segment
|1||Fiat 500 Hatchback||869|
|2||Smart fortwo Coupe||858|
|5||Mazda Mazda3 Sedan||847|
|6||Hyundai Elantra Sedan||846|
Note that the Segment Average is 837….Fiat rises a full 32 points above, and beats the closest competitor by over 10 points. Not surprising to anyone here at Safford of Fredericksburg.
The real message is that innovation is connected to perceptions of quality. If innovation is strong, especially such that customers can say they “love it,” when referring to the product, then perceptions of quality will be greatly (positively) influenced. Strategic Vision research has proven that those who recognize and acknowledge innovation (most new car buyers) will purchase, and not just be driven by counting problems. With all manufacturers being in such close traditional quality proximity (counting problems only), there is little question that those car manufacturers who offer rich and impactful, intuitive, motivationally designed cars will have the advantage going into the future.
….rich and impactful? check
….motivationally designed? check
Do our customers love their FIATs? you be the judge: