For the fourth consecutive year, MINI has come out on top in Strategic Vision’s 2004 Total Value Index(TM)(TVI). The MINI Cooper achieved the highest score of any model in the survey, followed by the MINI Cooper Convertible which was the second highest scoring model overall. With a TVI score of 800, the MINI brand has achieved the highest ranking of all brands surveyed including single and multi-model brands.
The MINI Cooper with a TVI score of 803 also topped its category of “Small Specialty Car Under $25,000”, The MINI Cooper Convertible, with a TVI score of 793 was also awarded top honors in the “Convertible under $30,000” category. This compares an industry average TVI score of 717. Furthermore, MINI was a top rated brand in the Technical Innovation, Fuel Economy and Resale Value categories.
The index measures buyers’ views of whether they received value from their car purchase and is calculated by correlating all economic issues against the quality of the ownership experience. The study measure immediate economics (value for the money, affordability, price/deal offered, warranty, technical innovation and standard equipment level) and expected economics (durability, resale value, mileage, economical to own and reliability).
“What you get for your money,” said Dr. Darrel Edwards, Strategic Vision president, “is vital in the value equation. A cheap price for a vehicle that doesn’t stir the buyer’s values and emotions will never be more than a cheap vehicle. One with strong perceived quality that scores well on the value factors will make a buyer feel like a real winner who made a smart choice.”
“We are extremely pleased with the results of this survey,” said Jim McDowell, vice president, MINI USA. “MINI instills a strong sense of passion in our customers and the results of this survey underscore the value we provide throughout the complete ownership experience.”
Buyers participating in the study purchased their new vehicles between October 2004 and March 2005. They had at least 90 days of ownership experience before being questioned. All Total Value Award winners had to be 2005 models.
(MINI USA Press)
Here’s more on the award from Strategic Vision themselves:
Strong anticipated resale value, reliability and durability helped propel Japanese brands to top spots on 12 of 23 segments on Strategic Vision’s 2005 Total Value Index (TVI). The San-Diego based research firm today announced results of its value calculations that factor economic issues against the quality of the complete ownership experience.
Toyota Motor Sales repeated as the corporation with the most winners, four for Lexus (one a tie), one for Toyota and two for upstart Scion, which was the top-rated brand. General Motors won four segments, as did Honda/Acura (one a tie) and BMW/Mini. Nissan scored two wins, while Audi, Ford, Kia and Subaru had one apiece.
“A strong brand reputation equates in owners’ minds to value,” says Strategic Vision CEO Darrel Edwards, Ph.D. “The expected economic issues of reliability, durability and resale value can carry more weight than incentives since buyers define value not just by price paid, but what they get for their money.”
“For 2005,” continues Strategic Vision Vice-President Daniel Gorrell, “we’re seeing brands, such as Honda, Lexus and BMW, winning many segments on the strength of their reputations in long-term economic issues. In some cases they offered attractive leases on soon-to-be replaced models, and those soared to the head of their class. Incentives on less respected brands do not have the same effect.”
Scion showed major gains for 2005, unseating sister brand Lexus as highest scoring in Total Value. Two of its three models (xA and xB) led their segments, scoring well in value for the money, economical to own, extremely affordable, standard equipment and fuel economy.
Mini Cooper was the highest scoring model (803), followed by its convertible versions (793), Scion xA and Nissan Altima (tied at 791) and the BMW-3-Series (790).
You can see all the winners below:
[ The 2005 Total Value Awards ] Strategic Vision