What Do Owners Want: AutoPacific Announces IVAs
One of the biggest questions that all product planners face is: What do people want? So after they do their surveys and assessments, their analyses and estimations, they develop, with their colleagues in other departments, a vehicle that is meant to satisfy those requirements and desires. And then people go into dealerships and buy or lease the vehicle, then take it home and have to live with it. If it doesn’t meet expectations, at least two things happen: (1) they become disaffected from the brand and are unlikely to shop it again and (2) they tell other people about the shortcomings of their vehicle, which has potentially worse consequence overall than (1).
Which brings us to the 2018 Ideal Vehicle Awards (IVAs) announced last week by AutoPacific.
Explains George Peterson, AutoPacific president, “IVA’s speak to a vehicle’s layout and design. Giving owners a chance to tell us what they would change and how they would change it reveals which vehicles are designed to meet their needs and expectations. In other words, having owners who are happy with things the way they are says the manufacturer did their upfront research and designed the vehicle with their target buyer in mind.”
Chevy Suburban: The Most “Ideal”
The awards are based on the responses of some 58,000 people who bought new 2017 or 2018 model year vehicles between September and December 2017. The questionnaire went out between January and April 2018, thereby giving the owners at least 90 days behind the wheel. They were asked to rate 14 vehicle attributes and to indicate whether they’d want changes to them or not.
Happy customers are more likely to not only buy again, but to boast to one and all about how clever they were in picking what they’ve discerned is the ideal vehicle, thereby increasing the possibility that they’ll influence others to make the very same selection.
Clearly the planners, designers and engineers who work on Chevys are doing their jobs exceedingly well because General Motors won in seven categories and six of those seven are Chevrolets. This includes taking the overall win: the Chevrolet Suburban.
In terms of brand rankings, Tesla took the Premium Brand category and Ford the Popular.
Here’s what AutoPacific determined:
Luxury Car: BMW 5-Series
Aspirational Luxury Car: Audi A5
Large Car: Chrysler 300
Luxury Mid-Size Car: Lincoln MKZ
Mid-Size Car: Honda Accord
Premium Compact Car: MINI Hardtop/Convertible
Compact Car: FIAT 500L
Economy Car: Chevrolet Sonic
Sports Car: Porsche 911
Sporty Car: Dodge Challenger
Mainstream EV Car: Chevrolet Bolt EV (tie)
Nissan LEAF EV (tie)
Light Duty Pickup: Chevrolet Silverado 1500
Heavy Duty Pickup: Chevrolet Silverado HD
Compact Pickup: Honda Ridgeline (tie)
Chevrolet Colorado (tie)
Luxury SUV: Cadillac Escalade
Large SUV: Chevrolet Suburban
Mid-Size SUV: Jeep Grand Cherokee
Premium Luxury Crossover SUV: Mercedes-Benz GLS
Luxury Crossover SUV: BMW X3
Entry Luxury Crossover SUV: Audi Q3
Large Crossover SUV: Mazda CX-9
Premium Mid-Size Crossover SUV: Ford Edge
Mid-Size Crossover SUV: Ford Escape
Compact Crossover SUV: MINI Countryman
Minivan: Honda Odyssey