Audi best Premium Brand In Quality Study by Strategic Vision - 6SpeedOnline

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07-30-2010, 01:18 PM

catchmyshadow

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Audi best Premium Brand In Quality Study by Strategic Vision

Many studies released about new vehicles are based solely on the number of problems
reported, often times missing out on several key factors that fully define the vehicle
ownership experience – not so with the Total Quality Index study by Strategic Vision.
Strategic Vision’s latest study was interestingly titled “Stop the nonsense; it’s about
Love and Quality,” hinting at the idea that judging the true ownership experience
goes beyond simply counting problems.

Strategic Vision found Volkswagen of America to be a brand on the rise in
recent studies, and for 2010, VW and Audi produced several segment leaders.
Conversely, Toyota’s TQI results for the past few years seemed to be lower than
the image and reputation the automaker was awarded by the public – something
that has now begun to change following
the chain of recalls harming the automaker’s image in the past year.

How Total Quality Index is determined
The TQI score is calculated using multivariate statistical techniques that measure
several aspects of the vehicle ownership experience including product, reliability
and dealership (independent variables)
against multiple outcome measures (dependent variables) which include the following:
* Satisfaction with the complete ownership experience
* Perception of quality
* Owner reported delight
* Future purchase intent
* Emotional attachment to vehicle
Scores are on a 1,000 point scale, and according to Strategic Vision, tend to fall
between 700 and 900 on average, with scores over 800 typically being very competitive.

Standouts from TQI 2010
The results of the TQI study are very much in line with those of the recent J.D. Power
Appeal study, with both Ford and Volkswagen/Audi taking home the majority of segment
leading awards.
Ford managed to bring home the top score in four segments, earning awards for the
Fusion, Taurus, Flex and F-150. Between VW and Audi, the German automakers took
home the most awards with five, including the VW Golf, Audi A5/S5 Coupe, VW Tiguan,
Audi Q5 and Audi Q7.
the automaker bringing home the third most awards was Honda, with three awards,
including the Civic Coupe, Odyssey and Ridgeline. Toyota only managed to win one
segment, with the 4Runner taking home the top honors for the mid-size traditional
utility segment.

So how does “love” factor into the study?
“We [Strategic Vision] know Total Quality is strengthened by delighting customers and
getting them to love what you provide. A customer will remark they ‘love’ the way the
vehicle handles; the convenience of the controls for the radio; or the navigation system
that works with the satellite radio
to manage traffic problems. We are ready, after twelve years of experimentation with
the concept, to include Love in all the work we do since measuring how much love you
can create is the next step in discriminating between winning and losing in today’s
competitive environment,” said Dr. Edwards.
“Since 1999, our exploratory studies have shown the power of Love wins customers,
creates advocacy, strengthens commitment and builds loyalty. It is critical how we
measure Quality and Love if we are to help companies deliver what customers desire.”
The Total Quality Index was calculated from 29,037 buyers who bought 2010 models
between September and December of 2009.

Last edited by catchmyshadow; 07-30-2010 at 02:00 PM.

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