Hyundai praised in another quality ranking
Yet another important American owner survey has praised Hyundai for the quality of its cars.
Hyundai is highlighted as a success story in the Total Quality Index surveyed by leading research firm Strategic Vision,
which measures new buyers' response to their ownership experience.
The Hyundai Santa Fe repeated last year’s win in the Small SUV segment, while Elantra was jointly top of the Small Car
section and Sonata joint top of Compact Car.
The US co-winners in the latter two segments are not models sold in New Zealand.
Even in segments it didn't win, Hyundai scored in the top five.
"Hyundai's ascent is nothing short of amazing,” commented the survey organisers.
“We measure their products against the best in the business, and they score well. People are no longer buying their
vehicles just for price or warranty."
TQI, the premier measure of new vehicle owner satisfaction, assesses new buyers' responses to the complete ownership
experience, including buying, owning and driving their new vehicles. The calculations also include the emotional
response to that experience.
The company surveyed almost 40,000 new owners of 2004 models.
In total brand score, Hyundai was rated above average, immediately ahead of Nissan, Honda and Chevrolet and
out-distancing the below-average Mitsubishi, Ford, Landrover, Toyota, Mazda and Subaru .
Hyundai's showing backs up its recent success in the recent JD Power and Associates’ initial quality survey, one of the
auto world’s most respected polls.
“We are delighted with yet another confirmation of the quality of Hyundai vehicles,” commented Hyundai Automotive New
Zealand General Manager Philip Eustace.
“This latest report from Strategic Vision is particularly telling because it measures the opinions of those who know
best, Hyundai owners themselves.
“The researchers are quite right to say people are no longer buying Hyundai just on price or warranty: the brand is now
a mass-market leader in safety initiatives, focused on reliability and quality as well as value,” said Mr Eustace.
Strategic Vision, a San Diego marketing firm, surveys customers on a variety of quality issues and their satisfaction in
the first three months of ownership. This is the 10th year of its Total Quality Index.
Data came from more than 39,290 buyers who bought 2004 models in October and November of 2003.
"Their responses go into complex calculations that mirror the way people really respond to the vehicle ownership
experience," said Dr Darrel Edwards, Strategic Vision president and founder.
"Accurate measures of customers' reactions have to include the emotions generated by the experience.
"Completely understanding new car buyers, especially their emotions that drive decisions, will be increasingly
important," said Mr Edwards.
"Too much capacity and fewer defects are making the playing field increasingly crowded with less to differentiate the
players.
“Those who can deliver the most positive emotional experience and go beyond that to delight their customers are going to
be the winners."
pic: Santa Fe caption: For the second year in a row the Hyundai Santa Fe is the top-rated Small SUV in America’s
important Total Quality Index.