Tesla Model 3, Sexy and Loved; Chevrolet Builds Love Through Trust: Strategic Vision’s Most Loved Vehicle Awards

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SAN DIEGO–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/Chevrolet?src=hash” target=”_blank”gt;#Chevroletlt;/agt;–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 3s 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,”
reveal why emotions such as “Confidence” (feeling sure about the
vehicle) and “Freedom” (feeling free to own and drive) raised the 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. Below is the full
list of the 2018 Most Loved Vehicle Award winners and scores:

       
Most Loved Full Line Brand BMW 445
Most Loved Brand Under 26k Kia 384
Most Loved Mass Brand MINI 498
Most Loved Luxury Brand Tesla 658
Most Loved LGBTQ+ Brand MINI 564
Most Loved LGBTQ+ Luxury Brand Mercedes-Benz 485
Most Loved Millennial Vehicle Honda Civic 541
Most Loved Female Vehicle Chevrolet Tahoe 600
Most Loved Alternate Powertrain Vehicle Tesla Model 3 731
Most Loved Convertible Chevrolet Corvette Convertible 587
Most Loved Mass-Market Sedan Subaru WRX STI 520
Most Loved Luxury Vehicle Tesla Model X 624
Most Loved Entry-Luxury Vehicle Tesla Model 3 731
Most Loved CUV Chevrolet Traverse 441
Most Loved Truck GMC Sierra 1500 428

Most Loved Among First Time Buyers, or “First Love”

Subaru Crosstrek 554

Loved at First Sight, Purchase Trigger “I saw it and I
wanted it”

Nissan Altima 626
Most Loved in America Tesla Model 3 731
 

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, or visit our website at www.strategicvision.com.

Contacts

Alexander Edwards | Christopher Chaney 858.576.7141

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