San Diego, California: With Valentine’s Day around the corner, love is in the air and Tesla has proven themselves again in the hearts of consumers. The Tesla Model 3 comes in at the top spot of this year’s Most Loved Vehicle Awards, according to the results of Strategic Vision’s 2018 Customer Love Index (CLI) measure. The same research also reveals Chevrolet is building strong connections with their products and messages.
CLI measures the amount of love that consumers have for products. Along all aspects of the vehicle, from styling and performance to tire and wipers, “Love” is the holy grail of customer experience. Love directly influences customer loyalty and product advocacy and is measured in terms of “emographics,” or the emotional profile of a population, which is crucial to understanding the “why” of decision-making.
“Tesla Model 3 customers love their vehicles more than any other owners love their vehicles,” says Strategic Vision President, Alexander Edwards. “Model 3 owners report that they love their Tesla so much they are willing to compromise and incur some of the inherent electric vehicle (EV) difficulties, such as charging time and location issues. If the infrastructure is put in place to make the EV ownership experience as a whole ‘equally loveable’ Model 3 owners will likely continue to be brand loyal,” Edwards concluded.
The Model 3 strikes a balance that is seen as innovative, refined, and environmentally friendly. When paired with an exciting performance, drivers feel a high sense of individuality in the Model 3’s that they love.
Chevrolet has managed to woo buyers with a steady increase in overall emotional involvement, when compared with the industry as a whole. Chevrolet is increasingly building relationships with buyers and shoppers. In the automotive industry, there’s a downward trend in Overall Emotional connection to vehicles. Additionally, Chevrolet has bucked this trend and in 2018 boasts a 40% level of emotional connection. "Determine what people will love, then build,” elaborates Christopher Chaney, Senior Vice President, Strategic Vision, “Don't build and then wait to see if they love it. And don’t forget, Love is a value-emotion. It’s through the emotion that strong connections are created, which is what Chevrolet’s marketing campaign has done so well." Finally, Chevrolet’s ad campaigns featuring “real people, not actors,” reveals why emotions such as “Confidence” (feeling sure about the vehicle) and “Freedom” (feeling free to own and drive) influences toward a high CLI score among Chevrolet owners.
This unique combination between smart and exciting is not limited to the Model 3, as these themes are seen throughout the brand as a whole. Tesla has other CLI victories in 2018, with the Model X as Most Loved Luxury Vehicle and as Most Loved Luxury Brand. Behind the Model 3 and Model X, are the Chevrolet Corvette Coupe, Corvette Convertible, Ford Mustang Convertible, Tesla Model S, and the Mercedes E-Class Cabriolet.
Another stand-out performer for 2018, two of MINI’s wins were for the Most Loved Mass-Market Brand and LGBTQ+ Brand. Drivers love vehicles and brands that make them feel like they stand out, demonstrated by both MINI and Tesla’s high scores in the area of individuality. Another theme seen in 2018 is the love that drivers have for their sedans (which won in four categories, not including Most Loved Sedan), despite the growing volume of crossovers in the market.
CLI is assessed based on an owner’s complete experience, from product characteristics to dealership experience to sentimental aspects of the vehicle. A CLI score is on average between 350-425, and above 525 is considered excellent. Segments were determined based on a mix of traditional buyer segments, along with some based more on demographic and psychographic profiles prevalent in the industry. For the full list of the 2018 Most Loved Vehicle Award winners and scores click here.
Strategic Vision’s annual Customer Love Index (CLI) report is based on results from the New Vehicle Experience Study® (NVES) surveying over 51,000 Oct. - Apr. new vehicle buyers after the first 90 days of ownership. It incorporates the impact of problems with the vehicle as well as the drivers’ analytical and emotional evaluations of quality. For further information or interview requests please contact Alexander Edwards or Christopher Chaney at (858) 576-7141.