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How do you feel about your car? Your toaster? Your television?
No, how do you REALLY feel about them? Do they satisfy you? Meet your needs? Turn you on? Could you quantify those feelings -- perhaps on a scale of 0 to 1,000?
That's essentially what market research firm Strategic Vision asks consumers to do on a regular basis. The company claims that forcing customers and clients to quantify their love (or hate) for a brand "increases validity of the measurement and our understanding by 42 percent on average".
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Statistics and marketing-speak: pure poetry.
Strategic Vision recently used its quantitative approach to qualitative brand affinity on the wonderful world of automobiles, hoping to identify the most-loved cars in America. In doing so, it created a little something it's dubbed the "Most Loved Index™". (Seriously: "™".)
Unfortunately, though Strategic Vision is great at tossing out marketing buzzwords and phrases, it's not so good at revealing its methodology. The firm says that it polled consumers on a range of auto-related factors, like "commitment, overall satisfaction, total top emotional responses, proposed repurchase loyalty and actual repurchase loyalty", but it doesn't indicate how many responses it fielded or even when the survey took place. In other words, you should probably take this Most Loved Index™ with a grain of lonely, unlovable salt.
Nor does the company tell us which vehicles are the least-loved, except to say that "There is tremendous room for improvement among vehicles with truck platforms". That's all well and good, but we'd really like to know how the Nissan Murano CrossCabriolet stacks up.
Anyway, for what it's worth, here are Strategic Vision's most-loved vehicles, by segment. Congrats to the Tesla Model S, the Hyundai Equus, and the Cadillac Escalade for being so freakin' adorable:
|Micro Car||Chevrolet Spark||612|
|Small Multi-Function Car||Hyundai Elantra GT Hatchback||611|
|Small Alternative Powertrain (APT) Car||Nissan Leaf
Toyota Prius C (tie)
|Mid-Size Multi-Function Car||Honda Accord Crosstour
Volkswagen Jetta SportWagen
|Mid-Size Alternative Powertrain (APT) Car||Chevrolet Volt||601|
|Full-Size Car||Dodge Charger||684|
|Near-Luxury Car||Lexus ES 350
|Luxury Car||Hyundai Equus||821|
|Specialty Coupe||Dodge Challenger||702|
|Premium Coupe||BMW 3-Series Coupe
Audi A5 Coupe
|Standard Convertible||MINI Cooper Roadster
MINI Cooper Convertible
|Premium Convertible/Roadster||Mercedes SL Class||753|
|Standard Pickup||Honda Ridgeline||448|
|Full-Size Pickup||Ram 1500||582|
|Heavy Duty Pickup||Ram 2500/3500
|Entry SUV||Toyota FJ Cruiser||564|
|Entry CUV||Nissan Juke||593|
|Mid-Size SUV||Ford Explorer
Jeep Grand Cherokee
|Mid-Size CUV||Ford Flex
Hyundai Santa Fe
|Full-Size Utility||Nissan Armada||602|
|Near-Luxury Utility||Infiniti FX 35/37||686|
|Luxury SUV||Cadillac Escalade ESV||772|
|Luxury CUV||BMW X6||721|
|Most Loved Vehicle (Industry)||Tesla Model S||852|
Do these scores match your own feeling for your daily driver? Drop us a line or leave a note in the comments below.