15 March 2012
Volkswagen named Best Total Value Brand in Strategic Vision's Total Value Index™ study
- Stylish CC and practical Jetta SportWagen number one ranked vehicles in Total Value in their segments as rated by new vehicle buyers
Herndon, VA — Volkswagen of America, Inc. announced today that two of its vehicles have received top ratings from buyers in Strategic Vision's Total Value Index® (TVI) in addition to the Volkswagen brand being recognized as the best in Total Value. Volkswagen's Jetta SportWagen received top honors in the medium multi-function category with the Volkswagen CC named as the number one larger car.
“The way you become a Value leader in this economy is to create an exceptional product that is also affordable. Volkswagen has done just that by delivering vehicles like the Jetta SportWagen and the Volkswagen CC that fit into our economic structure with the engineering and performance that make the purchase so very desirable,” says Dr. Darrel Edwards, Founder and Executive Director of Strategic Vision.
Strategic Vision’s TVI calculates a number of important vehicle attributes like great fuel economy, price, reliability, and resale value along with innovation that is impactful and intuitive to owners’ expressed vehicle needs.
“Volkswagen is proud to be named the number one brand by Strategic Vision’s Total Value Index, and to have two of our top vehicles honored with best-in-class ratings by the buyers themselves,” said Jonathan Browning, President and CEO, Volkswagen Group of America, Inc. “This honor represents the core values and abilities that set the Volkswagen brand apart, with our technological and design innovation, safety, reliability, and the overall power of our German engineering.”
This distinction marks the latest in a series of honors for Volkswagen from Strategic Vision. The brand has been named the best full-line corporation in Strategic Vision’s Total Quality™ Index four times in the past five years, with several Volkswagen vehicles winning top honors in both the Total Quality and Total Value Indices.
The Strategic Vision Total Value Index was calculated from 68,088 buyers who purchased models during September 2010 to June 2011. The vehicles' Total Value is calculated starting with clear statements that owners make about value, including price, innovation, fuel economy, and more and then incorporates the importance of the variables that make up the entire ownership experience to determine the vehicles' worth compared against the costs involved, also known as the "True Value." The Strategic Vision Total Value Awards® have been presented annually since 1995.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Beetle, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg and Routan vehicles through approximately 600 independent U.S. dealers.
About Strategic Vision
Strategic Vision is a research-based consultancy with over thirty-five years of experience in understanding the consumers’ and constituents’ decision-making systems for a variety of Fortune 100 clients, including most automotive manufacturers. Its unique expertise is in identifying consumers’ comprehensive motivational hierarchies, including the product attributes, personal benefits, value/emotions and images that drive perceptions and behaviors. J. Susan Johnson, CEO of Strategic Vision, coined the phrase “True Innovators” and we measure this construct in the detailed Total Value Index report. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968, and enhanced by co-founders J. Susan Johnson (1972) and Sharon Shedroff (1975). For further information, contact Alexander Edwards or Christopher Chaney at (858) 576-7141 or visit www.strategicvision.com.
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