A person's choice of cars causes bewilderment at times. No one can explain why some folks like certain vehicles - an NFL linebacker squeezes into a mini-sport-utility, and a woman in a business suit commutes to work in a pickup truck.
San Diego psychologist Darrell Edwards wondered the same thing, and in 1983 formed a research firm called Strategic Vision to examine which people liked what cars and why.For the past two years, Edwards, the president of Strategic Vision, and Dan Gorrell, vice president, have made their findings public with a list of the "most loved cars and trucks in America."
The company uses an approach called value-centered methodology. Simply put, Strategic Vision measures the pain and the pleasure of car ownership to come up with its list of lovables.
Noted researcher J.D. Power & Associates releases frequent satisfaction surveys, but its rankings are based on problems with cars.
"We measure quality beyond the defects," Gorrell said.
"On the one hand, we measure dissatisfaction, but on the other we measure perceptions of craftsmanship, performance, thoughtfulness, styling, comfort, plus the emotional response," Edwards said.
"(J.D.) Power counts problems, whether serious or insignificant, so that the squeak in the trunk counts the same as the faulty transmission, while we measure the whole ownership experience and what makes people happy about their cars," he said.
In other words, you may need a shoehorn to slip into a Corvette, but if you enjoy the driving experience and the reaction of others to your prize, you'll overlook the problems suffered in favor of the pleasures gained.
If the trunk lid squeaks, J.D. Power says you have a problem. If the trunk squeaks and the dealer fixes it, Strategic Vision says you have no problem and are even happier with the car than the day you bought it.
Power released its annual survey in May, ranking 1996 model cars by things gone wrong, and found the Japanese once again led the way. The same models that ranked high in the past ranked high again.
Meanwhile, on Strategic Vision's 1996 list of the "best loved" vehicles in America, the majority were U.S. products. And rather than repeat winners from 1995, half of those placing first were new on the list.
"The `problems per vehicle' in the Power survey come down to only 0.18 problem per vehicle separating the winners from the losers, so both Japanese and domestics have done an excellent job of reducing problems," Edwards said.
"Power counts problems at the assembly line, so if you adjust your robotics just right and tighten up your inspection process, you'll have an edge over the competition and can hold that edge for quite a while," Edwards said, which is why the Japanese thrive and keep repeating as winners in that survey.
Japanese cars "may have few problems, but they also provide only modest positive experiences. Many of them are simply unexciting vehicles," Edwards said.
Gorrell said the Strategic Vision survey of more than 35,000 new-car buyers rates pleasure, with the car and with the dealer.
"In the small-car category, the Saturn sedan proved to have more mechanical defects than the Honda Civic, but Saturn owners reported being treated nice by the dealer, while the dealer experience pulled Civic's ranking down," Gorrell said.
So here's the Strategic Vision list of "best loved" vehicles, with survey conclusions as to why each rated top in its class:
- Small cars - Saturn sedan, as noted, with the Honda Civic finishing second. The '95 winner: Dodge and Plymouth Neon.
- Compact cars - Honda Accord. An edge in reliability and craftsmanship, and delightful styling. Second place: Toyota Camry.
(Accord and Camry should have been judged as midsize models, as last year, and not compacts in the same category as the Pontiac Grand Am, Chrysler Cirrus and Ford Contour. We hope Strategic Vision will recategorize these two cars next year.)
- Midsize cars - Dodge Intrepid. Excels in comfort and interior space, with noteworthy power and handling. Second: Ford Taurus. (Based on score totals, if Accord and Camry would have competed as midsize models, the order of finish after Intrepid would have been Accord, Taurus and Camry.) The 1995 winner: Camry. Go figure.
- Large cars - Pontiac Bonneville. Power and styling creates a sense of security, pride and fun. Second: Buick LeSabre. The 1995 winner: Toyota Avalon.
- Low-priced sports cars - Ford Mustang, a repeat winner. Styling, power, handling and excitement. Second: Dodge Avenger.
- Midsize specialty cars - Chevy Monte Carlo. Consistent craftsmanship and comfort. Second: Ford Thunderbird.
- Near-luxury cars - Olds Aurora, last year's top domestic luxury car. High level of comfort and style, power and handling. Second: Chrysler LHS.
-Luxury cars - Mercedes-Benz E320. Superior craftsmanship, responsiveness and innovative safety features. Second (and the 1995 winner): Lexus LS400.
- Mini-vans - Chrysler Town & Country. Excellent styling, innovative fourth door, delivers freedom to its owners. Second: Dodge Caravan. The 1995 winner: Ford Windstar. The 1996 version lacks that fourth door.
- Midsize sport-utility vehicles - Jeep Grand Cherokee. The same rugged assurance found in the Dodge Ram truck. Second: Ford Explorer. The 1995 winner: Chevrolet Blazer. The 1996 version didn't add a passenger-side air bag.
- Full-size sport-utility vehicles - Chevrolet Tahoe. Comfort, power and craftsmanship along with freedom and pride. Second: Toyota Land Cruiser.
- Compact trucks - Toyota Tacoma. Near sports-car style and power, plus reliability and a touch of class. Total redesign and driver's air bag added for the first time in 1996. Second: Chevrolet S-10, which was No. 1 in 1995.
- Full-size trucks - Dodge Ram. A repeat winner that's ahead of the competition; like a luxury car, yet rugged. Second: GMC Sierra.