May 24, 2004
Korean manufacturer Hyundai surged ten points in this year's Strategic Vision Total Quality Index (TQI) while General Motors scored solid gains among domestic brands.
Even in segments it didn't win, Hyundai scored in the top five. "Hyundai's ascent," said Daniel Gorrell, Strategic Vision vice president, "is nothing short of amazing. We measure their products against the best in the business, and they score well. People are no longer buying their vehicles just for price or warranty."
Gorrell said the results show that General Motors is starting to deliver on its promise of better products, at least in the minds of those who buy them. The auto giant led in 11 of 19 segments (five ties).
Among GM brands, Chevrolet led with four wins (1 a tie), followed by Cadillac (3 wins; 1 a tie), Saturn (tied in 2 segments) and Buick (tied in 1 segment).
In addition to the Santa Fe's repeat win in the small SUV segment, Hyundai's Elantra and Sonata were co-leaders in their segments. Nissan Motors also had three wins (2 were ties), two for Infiniti and one for Nissan.
The other domestic manufacturers each had two wins, as did Honda (with one for each a tie). The Lexus 430 was Toyota's only top scorer.
TQI assesses new buyers' responses to the "complete ownership experience," including buying, owning and driving their new vehicles, the company said. The calculations also include the "emotional response" to that experience.
Infiniti and Mercedes Benz were the highest scoring brands, while Cadillac continued in second place, tying with Jaguar and Lexus. Mitsubishi and Dodge were the most improved brands.
"The real challenge for GM and other brands who are turning their products around," says Gorrell, "is to convince potential buyers, particularly entrenched Toyota and Honda owners, to take a look."
Buyers rated the following vehicles tops in their segments: (closely ranked scores, if the differences are not statistically significant, are considered ties)
| Small Car | Hyundai Elantra / Saturn Ion(a) (tie) |
| Compact Car | Chevrolet Malibu / Hyundai Sonata (tie) |
| Mid-Size Car | Acura TSX |
| Larger Car | Buick LeSabre / Chrysler Concorde |
| Small Coupe less than $25,000 | Mini Cooper(a) |
| Small Coupe greater than $25,000 | Chevrolet Corvette |
| Mid-Size Coupe | Chevrolet Monte Carlo |
| Near-Luxury Car | Infiniti G35(a)/ Cadillac De Ville (tie) |
| Luxury Car | Lexus LS 430 |
| Convertible (greater than $30,000) | Cadillac XLR |
| Minivan | Mercury Monterey / Honda Odyssey(a) (tie) |
| Small SUV | Hyundai Santa Fe(a) |
| Mid-Size SUV | Nissan Murano / Saturn Vue (tie) |
| Large SUV | Ford Excursion(a) |
| Near-Luxury SUV | Infiniti FX |
| Luxury SUV | Cadillac Escalade |
| Compact Pickup | Dodge Dakota |
| Large Pickup | Chevrolet Avalanche 1500(a) |
| Heavy Duty Pickup | Chevrolet Silverado 2500/3500 |
(a) = 2003 Total Quality Award winner
Volkswagen kept its place as the top-scoring full-line corporation, followed by Nissan, Honda and General Motors, which ranked above Toyota. "General Motors is the really big story for 2004," continues Gorrell. "Just to turn, let alone turn around such a giant is a major victory."
Data came from more than 39,290 buyers who bought 2004 models in October and November of 2003. "Their responses go into complex calculations that mirror the way people really respond to the vehicle ownership experience," says Dr. Darrel Edwards, Strategic Vision president and founder. "Accurate measures of customers' reactions have to include the emotions generated by the experience."
This is the tenth year Strategic Vision has calculated the Total Quality Index.
