This is because, the index says, Toyota has been for year a model for other carmakers and, as in any "student-beats-master" story, now the other carmaker's benefit from Toyota's teachings.
“Toyota has evolved to be defined by customers as a paradigm of reliable and durable vehicles,” Darrel Edwards, Ph.D. Strategic Vision’s Founder and Chairman says.
“Toyota meets an essential part of the purchase contract. Toyota provides buyers the Security needed to make the purchase. However, with so many manufacturers, inspired by Toyota, improving in perceived quality, customers have a wider range of options to choose from in our current economic climate. This allows them to find both value and love in their new vehicle.”
The shift in power at the top of the consumers' preferences is visible in several segments of the industry. For instance, Hyundai's Genesis is the Near Luxury Car Segment leader, while Ford is showing great potential, leading in several segments with its Focus Coupe, Mustang Convertible, Flex, or Expedition and F-250.
German carmaker Volkswagen, the main contender to Toyota's throne, is also showing improvements, as it now has, as segment leaders, the CC Sedan, Tiguan, Jetta and Audi Q7.
“Durability alone and simply satisfying customers is not enough for buyers who demand both immediate and long term Value,” Alexander Edwards, Strategic Vision president concluded.
“Customers no longer feel constrained to consider only the ‘usual suspects.’ Because of increased quality, competitive prices and manufacturers fighting for their lives to provide Loveworthy vehicles, this is truly an exciting time for car buyers, today and in the near future. Manufacturers are listening and reacting quickly to stay competitive.”
The index, based on 48,228 buyers who bought 2009 models during September 2008 to March 2009 in the US, found the following segment leaders:
- Small Car - Honda Insight
- Small Multi-Function - Ford Focus Coupe
- Medium Car - Volkswagen Jetta / Volkswagen Passat
- Medium Multi-Function - Volkswagen Jetta Wagon
- Larger Car - Volkswagen CC
- Near-Luxury Car - Hyundai Genesis
- Luxury Car - Mercedes S-Class
- Luxury Multi-Function - Mercedes R-Class Wagon
- Small Specialty ($28,000) - MINI Cooper Hatchback
- Premium Coupe (>$28,000) - Chevrolet Corvette Coupe
- Mid-Specialty Car - Honda Accord Coupe
- Convertible ($30,000) - Ford Mustang Convertible
- Convertible (>$30,000) - Saab 9-3 Convertible
- Minivan - Honda Odyssey
- Small SUV - Volkswagen Tiguan
- Medium SUV - Chrysler Aspen
- Medium Crossover - Ford Flex
- Large SUV - Ford Expedition
- Near Luxury SUV - BMW X3
- Luxury SUV - Audi Q7
- Standard Pickup - Honda Ridgeline
- Full-Size Pickup - Chevrolet Avalanche
- Heavy Duty Pickup - Ford F-250/350
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