BMW has emerged as the premier brand in an influential study in the US known as the Strategic Vision quality survey. Produced by a consultancy based in San Diego, Calfornia, the study’s findings are in stark contrast to the well-known JD Power quality surveys.
Lexus has had a virtual stranglehold on the top spot in JD Power’s rankings for the past several years. However, this didn’t handicap the German marque in the Strategic Vision survey, in which it emerged as the ‘best brand’ -- with Lexus securing second spot
Unlike JD Power’s surveys, which focus primarily on the number of defects and design flaws, Strategic Vision’s study of 29,000 buyers takes into account the ‘emotional reaction’ of owners to their cars.
Japanese brands fared well overall, but what was surprising was the number of awards bagged by US-built cars offered by domestic manufacturers. For example, the Chevrolet HHR was voted best Small multi-function car, while the Ford Fusion was named best Medium car, and the Dodge Charger prevailed in the Large car category.
Strategic Vision 2006 results
Best brand: BMW
Small car: Honda Civic
Small multi-function car: Chevrolet HHR
Medium car: Ford Fusion (the US-market midsize saloon)
Large car: Dodge Charger
Small specialty car (under $US25,000): Mini Cooper
Small specialty car (over $US25,000): Chevrolet Corvette
Near-luxury car: Lexus IS-series
Luxury car: BMW 7-Series
Convertible (under $US30,000): Mini Cooper Convertible
Convertible (over $US30,000): Chevrolet Corvette
Minivan (MPV): Honda Odyssey
Small SUV: Saturn Vue
Medium SUV: Toyota 4Runner
Large SUV: Nissan Armada (Pathfinder)
Luxury SUV: Range Rover Sport
Compact pick-up: Toyota Tacoma
Full-size pick-up: Honda Ridgeline
Heavy-duty pick-up: Chevrolet Silverado