New Survey Introduces the 'Love Index' for Cars
Monday, February 17, 2014 at 4:14PM Grant Gerke In September 2013, I wrote about a couple of surveys that showcased these customer preferences when buying a car: performance, styling and technology. Killer car design is getting people to look at electric cars and, of course, increased MPG helps drive down the overall car cost.
Last week, Strategic Vision unveiled a new survey, titled, “Most Loved Vehicles in America” and this is how it came up with the "love" formula. According to
Click on the image to see the entire list on Strategic Vision's web site. (Source: Strategic Vision) Strategic Vision, scores are calculated using the reported "Love score" for each of the attributes delivered by the vehicle and the dealership experiences weighted by each vehicle’s outcome scores – commitment, overall satisfaction, total top emotional responses, proposed repurchase loyalty and actual repurchase loyalty – to provide a Most Loved Index™.
A lot of good looking cars made the list, including the Dodge Challenger, MINI Cooper convertible and the Telsa Model S—Chevy's Volt achieved most loved "mid-size alternative powertrain car."
Tesla’s Model S won the “most loved vehicle-industry” category at 852. Interesting, one component in this survey formula is the “dealership” experience and maybe that pushed Tesla to the top spot due its retail showrooms and no dealers.
To view all the categories and the “love” rankings, click here.
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StoryMap on EV Design | Sept 13, Blog Post "How to Sell Electric Vehicles, See Design"
San Diego, Calif.-based Strategic Vision unveiled a press release in late August and reported that “Tesla owners rank Performance—particularly "Handling and Cornering"—as their top priority at 90 percent while Fuel Economy is the top priority for Volt, Leaf and Prius Plug-In owners (97, 94 and 98 percent, respectively).” This survey was part of Strategic Vision's New Vehicle Experience Study that draws upon a list of more than 450,000 new vehicle buyers.
And, a recent article via Plugincars.com by Mark Braunstein featured and a suvery via the Ford Fusion Energi Forum site (fordfusionenergiforum.com) with a much smalller sample—25 Energi owners. However, Braunstein reported similar results with the stylish Ford sedan, “75 percent of respondents mention styling and technology, and 25 percent mentioned 'saving gas.” Also according to Braunstein, " all the respondents are men: 90 percent describe themselves as "techno-geeks;" and 75 percent are sure global warming is happening, caused largely or entirely by human activities.
This poses the question, does a well-executed design for an electric vehicle push the consumer past the security and trust stages of car buying. According to Alexander Edwards, president, Strategic Vision, security and trust are the building blocks for a consumer buying all cars.
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