BMW Named Best Of The Best in Total Quality Experience
Reflecting the sentiments of automobile consumers, on May 28 BMW was named the top leader of Strategic Vision's Total Quality Index™ in the categories of Best Brand and Luxury Utility for its 2008 X5 Sports Activity Vehicle. The San Diego research firm based its Total Quality Experience™ rankings on the ratings received by new vehicle owners in 19 product segments.
The Strategic Vision Total Quality Index™ is the premier measure of new vehicle owner satisfaction, asking buyers to rate all aspects of the ownership experience, from buying and owning to performance and driving. It is a unique and complete measure of the total ownership experience that encompasses positive and negative product experience, reliability and dealership experience energized by the emotional response.
"BMW is honored to be named leader in the categories of Best Brand and Luxury Utility on Strategic Vision's Top Quality Index," said Tom Purves, President and CEO of BMWNA. "As the index rankings directly reflect the views and opinions of our target audience, these honors serve as a tribute to the hard work of everyone at BMW and are affirmation that we are continuing to be successful in providing the ultimate ownership experience for our customers."
The Total Quality Index™ score is calculated using multi-variate statistical techniques that measure the correlations of all aspects of the vehicle ownership experience with initial perception of quality; overall perception of satisfaction; willingness to be an advocate for the brand; emotional attachment to vehicle; future purchase intention associated with the brand; and overall experience with the vehicle.
The Total Quality Index™ was calculated from the responses of 20,655 buyers who bought 2008 models in September, October and November of 2007. In the category of Best Brand, BMW received a top score of 911 and in the category of Luxury Utility, BMW's X5 SAV earned the top score of 907. Based on a 1000 point scale, scores typically range from 750 to 900. Segment leaders range from 880 to 930, with segment averages ranging between 825 to 900. Generally, scores over 800 are good and those over 850 are terrific, although in some segments a score in the low 800's is not very competitive. Scores in the 900's are exceptional. Strategic Vision has presented Total Quality annually since 1995.
Since its incorporation in 1989, Strategic Vision has studied consumer and constituent decision-making for the widest variety of clients, including most auto manufacturers, Coca-Cola, American Airlines, Procter and Gamble, as well as for most advertising agencies. Its unique expertise is identifying consumers' motivational hierarchies, including the values that shape perceptions and capture the customers' emotional responses and drive behavior. The firm's in-depth Discovery Interviews and ValueCentered Surveys provide comprehensive, integrated and actionable outcomes.