In a press release issued today, the San Diego-based consumer research firm announced a new automotive study based on the customer buying priorities of “Smart” and “Green.”
Mazda Mazda3
New study reflects quality, value and “green” issues
In the ever-expanding portfolio of consumer-based automotive studies, you can add yet another: Strategic Vision’s “SmartGreen Index.” This latest study is said to meld consumer attitudes towards the perceived quality of a vehicle into a mix that includes such eco-friendly issues such as fuel economy and environmental “friendliness” (a rather broad term, to say the least).
In any case, for your edification, here is the complete press release:
San Diego – Strategic Vision unveils the new SmartGreen Index℠ (SGI℠) which reflects the relationships between perceived quality plus overall value (Smart) and “green” issues such as fuel economy and environmental friendliness (Green). SGI℠ is based on actual customer experiences and is weighted according to those aspects which best predict customer advocacy, overall satisfaction, future brand choices and loyalty, which ultimately result in increased model and brand sales.
“While all customers are looking for vehicles they can trust and depend on, a majority of customers also have vehicle priorities such as styling, capacity, comfort, capability, performance and price. Ideally, most customers are looking for a vehicle they can love and express a meaningful emotional connection to,” says Dr. Darrel Edwards, CEO of Strategic Vision. Vehicles such as the Land Rover LR2, Corvette Convertible, Kia Amanti and Chrysler 300C are not always thought of as Green but still score higher than others in their respective segments when it comes to SmartGreen℠. These vehicles are vehicles customers love and are emotionally connected to, providing exactly what customers desire in performance and capability while also providing the “best” Green-related issues in class.
“When customers do not have to compromise their desired vehicle styling, roominess, power and price to obtain the best fuel economy and environmentally friendliness in class, they have made the SmartGreen℠ choice,” reports Alexander Edwards, President of Strategic Vision’s Automotive division. As SGI℠ scores are based on those product attributes which best predict strong sales in segment, it is no surprise that the brands with the highest number of segment leaders are Toyota and Honda (with five and four leaders, respectively). Toyota’s best-in-class leaders are the Yaris Hatchback, Prius, Highlander Hybrid (tie), 4Runner and Tundra (tie). Honda’s leaders are the Accord Coupe, Odyssey, CR-V and Ridgeline. Lexus also had two segment leaders with the IS 250/IS 350 and the RX400 Hybrid.
Being a hybrid vehicle alone is not enough to guarantee top SmartGreen℠ marks. Industry-wide, some hybrids place at or below segment average in SGI℠ when factors such as interior quality cues or overall perceived value are rated below their competition. While the Toyota Prius may be the obvious SmartGreen℠ leader because of its fuel economy, it is easy to forget that the Prius also offers innovative interior styling which adds to making the Prius the SmartGreen℠ choice and among hybrid models, highest in sales. “Even when fuel prices are highest, people will want more than a little box with good fuel economy,” says Chris Chaney, V.P. of Special Projects at Strategic Vision. “For example, the Mazda3 leads in its segment ahead of the hybrids, offering superior styling, innovation, performance and affordability coupled with good fuel economy, offering more than competitive hybrids.”
Kia Amanti
Chevrolet had the most segment leaders among the domestic corporations with the Tahoe, Avalanche (tie) and Corvette Convertible leading their respective segments. The Tahoe scored high in perceived quality, as did its competition; however, the Tahoe was rated exceptionally higher than the competition in environmentally friendliness and fuel efficiency. “Even SUV buyers are sensitive to Green issues. Flex-fuel and hybrid options provide Green choices to Tahoe owners which increase customer advocacy, retention and bring new buyers into the brand, even if the vehicle they finally purchase is not always the greenest option,” states Alexander Edwards.
The MINI Cooper Clubman and Convertible were leaders in their segments due to terrific performance, overall value and Green-related issues. The MINI Cooper Hatchback scored just below the MINI Cooper Clubman, with both vehicles taking the top places in Specialty Coupes. The BMW 3-Series Coupe was also a leader in its segment.
MINI
Other best in class SGI℠ leaders were the Kia Amanti, Nissan Murano (tie), Audi Q7 and Mercedes S-Class for their excellence in quality, styling, performance and greenness. Buyers rated the following vehicles tops in their segments:
According to Dr. Edwards, in addition to the SGI℠ segment leaders, many manufacturers are “getting it right” with their model lineup. Included in Strategic Vision’s SmartGreen℠ Report are vehicle Five and Four Star SmartGreen℠ ratings, that are provided to manufacturers to better understand which of today’s vehicles are paving the way to help make their brand and their lineup the leaders of tomorrow.
For example, Five and Four Star vehicles are those like the Suzuki SX4 Sedan which offer fun and excitement through strong vehicle performance and styling in a fuel efficient package. These attributes and vehicle imagery are what can lead to increased awareness and potential consideration of the SX4 and other Suzuki models.
