As if the Japanese automaker didn’t have enough problems with recalls, lawsuits and slumping sales, now Toyota has been shut out, failing to field a single segment leader in the latest Total Value Index, from California market research firm Strategic Vision.
“A revolution,” is how the company describes the snub in the annual TVI is designed to measure not just quality but buyer perceptions about the value and features delivered by their automobiles. While some quality leaders, such as Honda, did well in the Total Value Index, the study also rewarded some manufacturers, such as Volkswagen, who have traditionally suffered from reliability issues but which consumers often see as offset by fun-to-drive factors. In fact, VW tied with Ford – which has also scored well in recent quality surveys – for the most segment wins in the new Strategic Vision study.
“Durability alone and simply satisfying customers is not enough for buyers who demand both immediate and long term ‘Value,’” explained Alexander Edwards, President Strategic Vision. That is likely to translate into a continuing shift in purchase patterns, Edwards suggested, noting, “Customers no longer feel constrained to consider only the ‘usual suspects.’”