Monday, October 09, 2006

Honda still rates as best brand overall; Toyota falls behind in Strategic Vision poll.

Sarah Karush / Associated Press


Strategic Vision Inc., a San Diego-based marketing research company and consultant to automakers, released Monday the results of its annual vehicle value survey.


DETROIT -- Toyota Motor Corp. lost some ground to the competition in an annual vehicle value survey released today.

Honda Motor Co. held onto its overall ranking as the best full-line automaker, while General Motors Corp., which won in four segments, was the only domestic automaker with any top-ranked vehicles.

Toyota, which had seven segment winners in 2005, took only three categories in this year's study by Strategic Vision Inc. Meanwhile, Hyundai Motor Co. gained ground, with its Kia Optima taking the top spot for medium car, the Hyundai Azera winning for larger car, and the Kia Sedona ranking as the top minivan. The Hyundai Tucson tied with GM's Saturn Vue for top-ranked small sport utility vehicle.

San Diego-based Strategic Vision surveyed more than 64,000 people who purchased new vehicles from October 2005 to March 2006. Participants were questioned after 90 days of ownership. The study, separate from Strategic Vision's quality survey, tries to capture whether consumers believe they got their money's worth and factors in emotional components.

Honda took top honors in the small car category for the Civic and in the compact pickup segment with the Ridgeline. The Accord Coupe was the top mid-specialty car, and the Pilot was the top medium crossover SUV.

"One thing about Honda that is just really clear: They have the strongest brand equity of any brand out there," said Alexander Edwards, president of Strategic Vision's automotive research group.

Honda has also done an excellent job at innovation, Edwards said. He cited the Ridgeline, which is more expensive than other compact pickups but has features such as a folding rear bench seat and a tailgate that can open either by folding down or by swinging open like a door. Such features, combined with Honda's "perceived reliability and durability," help boost the brand's value, Edwards said.

Toyota is a close second when it comes to brand equity among current owners of the company's vehicles and has done a better job than Honda at using its image to win new buyers, Edwards said. But Toyota has been moving slower than other brands when it comes to innovation, he said.

Edwards said Toyota must be careful not to become complacent.

"Everybody is looking at them and asking, where are they weak?' " he said.

GM, in addition to its tie for small SUV, had segment leaders with the Chevrolet Corvette (small specialty over $25,000), the Corvette convertible (convertible over $30,000), and the Chevrolet Silverado (heavy-duty pickup).

Edwards praised GM for focusing on improving its products and taking steps to wean itself from incentives, which erode a brand's value.

Ford Motor Co. and DaimlerChrysler AG's Chrysler Group had no winners in any of the categories.

source : Detroit News

 

Funny. Whatever happened to "If it ain't broke, don't fix it"?

Toyota is rather innovative for their products, and consumers like it. They have a recipe and they stick to it.

Toyota can spend lots of $$ for R&D for things that people want such as excessive technology or performance, but they don't. Toyota does a good job in providing consumers with what they need. They keep innovative by making what people need better.

And although that may not be innovative in the eyes of research companies, it does however sell a hell of a lot of cars...

 

If you want to follow Strategic Vision's ratings just out of curiosity, fine.........post them....... but we have all discussed this company and its lack of credibility several times. There is no need to bring that arguement up again.

 

Lack of credibility? Splain please.

Personally I think Honda won because they include almost everything for one price - so in terms of thinking you got your money's worth, I can see them being on top.

 

Honda does nothing but disappoint me in the past 5 or so years.

 

Good, let's hope that keeps your parents from leasing one - we don't need any price increases due to warranty claims!