“American Quality is Already Great Again! Domestic Vehicles Win Majority of Total Quality Awards,” Says Strategic Vision.

SAN DIEGO--(BUSINESS WIRE)--Domestic automotive manufacturers won more Total Quality Awards than their foreign competitors, according to the latest results of Strategic Vision’s Total Quality Impact^TM (TQI) measure. Vehicles from Ford Motor Company, General Motors Company, Fiat Chrysler Automobiles, and Tesla combined for 16 winning vehicles, compared to 15 winning models from abroad. The victory was close, but significant. After almost a decade of lopsided defeats, American manufacturers have prevailed over imports for the second time in four years. The signs are clear. America is back.

The journey to the top did not happen by playing it safe. Manufacturers took bold, innovative, game-changing risks with several models that ended up winning Total Quality Awards this year. “We see time and again that for consumers, innovation does more to communicate quality than an absence of problems does,” says Christopher Chaney, Senior Vice President at Strategic Vision. Whether it comes in the form of breakthrough technology (Tesla Model S, Chevrolet Volt, Ford C-MAX Energi), re-engineering a vehicle (Ford F-150), or creating a new model (with the resurrected GMC Canyon), consumers feel the positive impact of bold new directions taken by manufacturers. The future of quality that is meaningful to buyers will reach beyond “no squeaks and rattles” and reside in the successful deployment of engineering innovation and technology that is relevant, intuitive, and impactful.

FORD F-150

When Ford announced plans to put an aluminum body on their signature product, many in the industry were cautious or skeptical. Since then, F-150 buyers have largely put those concerns over the truck’s quality to rest. An abundance of data from the New Vehicle Experience Study (NVES) shows that the truck’s aluminum body does not detract from the driver’s impression of its durability. In fact, the sense of security that the vehicle provides actually increased when Ford made the switch to aluminum. The lighter frame also improves economic factors such as fuel economy and cost of ownership, while adding other important benefits over the competition such as increased acceleration.

“Some auto manufacturers are hoping that attack ads on the Ford F-150 will convince shoppers of the lack of quality, hoping for similar success in election commercials,” says Strategic Vision President Alexander Edwards. “However, the Ford F-150 has provided a quality product combined with a strong positive emotional experience that makes it a leader. Ford buyers will continue to cast their vote with the F-150.”

TESLA MODEL S

The Tesla Model S was again rated as the highest quality vehicle in the entire industry. The electric performance car consistently reinforces the fact that according to consumers, quality is far more than simply a lack of problems. The Model S does have its share of minor issues, but the innovation and excitement of the product overpowers any lasting negative feelings regarding those issues.

According to Karl Miller, Director of Marketing at Strategic Vision, “Even the way Tesla fixes problems often turns a product drawback into a benefit. To be able to fix problems and add features through a software download overnight instead of a trip to the dealer is a powerful tool. In many cases, it actually enhances their confidence in the product more than if the problem had never existed in the first place.”

OTHER INDUSTRY NOTES

Asian products generally did well in the more value-related categories. Subaru in particular had a strong showing, tying with Buick as the Best Mass-Market Brand and taking home Total Quality Awards for both the WRX and the XV Crosstrek.

The luxury-oriented segments saw a healthy dose of European winners. BMW, which was the Best Luxury Brand, has hit its stride with its hatchback and crossover offerings. The 3-Series Gran Turismo, X4, and X6 all won Total Quality Awards, and the X1, X3, and X5 were near the top of their segments.

Here is the full list of Total Quality Award winners:

Micro Car	Fiat 500 Hatchback	640
Small Car	Toyota Corolla	615
Small Multi-Function Car	Mazda3 Hatchback	563
Small Alternative Powertrain (APT)	CarFord C-MAX Energi	688
Mid-Size Car	Subaru WRX	706
Mid-Size APT Car	Chevrolet Volt	595
Full-Size Car	Nissan Maxima	720
Near-Luxury Car	Mercedes CLA-Class	744
Near-Luxury APT Car	Lincoln MKZ Hybrid	656
Luxury Car	Jaguar XJ	765
Luxury Multi-Function Car	BMW 3-Series Gran Turismo	717
Specialty Coupe	Dodge Challenger	736
Premium Coupe	Chevrolet Corvette Coupe	812
Standard Convertible	Ford Mustang Convertible	692
Premium Convertible/Roadster	Chevrolet Corvette Convertible	772
Standard Pickup	GMC Canyon	573
Full-Size Pickup	Ford F-150	665
Heavy Duty Pickup	GMC Sierra 2500/3500	643
Entry SUV	Jeep Wrangler Unlimited	606
Entry CUV	Subaru XV Crosstrek	623
Mid-Size SUV	Jeep Grand Cherokee	619
Mid-Size CUV	Kia Sorento	646
Full-Size Utility	Chevrolet Tahoe	683
Near-Luxury Utility	BMW X4	741
Luxury SUV	Cadillac Escalade	694
Luxury CUV	BMW X6 / Porsche Macan	725 / 725
Minivan	Kia Sedona / Toyota Sienna	504 / 503
Best Model	Tesla Model S	829
Best Brand Under $26,000	Fiat / Kia	557 / 554
Best Mass-Market Brand	Buick / Subaru	588 / 585
Best Luxury Brand	BMW	699
Best Full-Line Corporation	Ford Motor Company / General Motors	588 / 586

Strategic Vision’s Total Quality Impact (TQI) is based on results from the New Vehicle Experience Study® surveying over 39,000 Jul.-Dec. new vehicle buyers after the first 90 days of ownership.

Strategic Vision is a research-based consultancy with over thirty-five years of experience in understanding the consumers’ and constituents’ decision-making systems for a variety of Fortune 100 clients, including most automotive manufacturers. Its unique expertise is in using ValueCentered® Psychology to identify consumers’ comprehensive, motivational hierarchies, which include the product attributes, personal benefits, value/emotions, and images that drive perceptions and behaviors. The newly enhanced Total Quality metric further incorporates the impact of problems with the vehicle as well as the drivers’ analytical and emotional evaluations of quality. These aspects are inseparably connected and crucial to measuring the impact of quality on the overall new vehicle experience. For further information contact Alexander Edwards or Christopher Chaney at [phone].