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Ram named top pickup in Total Value Index

by Bill Cawthon on

The Dodge Ram edged out the Ford F-150 to be the top-rated pickup in Strategic Vision’s 2010 Total Value Index. The Chrysler-built Volkswagen Routan outpolled the Honda Odyssey by two points and was the highest-ranked minivan.

Strategic Vision has presented Total Value Awards™ annually since 1995.

This year’s Total Value Index was calculated from 111,212 buyers who bought models during September 2009 to June 2010. The calculation of Total Value begins with owners’ statements about value (e.g. expected reliability, expected fuel economy, price paid, expected resale value, innovation, etc.). Total Value then incorporates the importance of the variables that make up the ownership experience, and it is here that Strategic Vision finds “True Value” – the worth of the attribute weighed against the costs.

Strategic Vision has 35 years of experience working with its clients, including most automakers, to understand consumers’ decision-making processes. The firm’s unique expertise is in identifying the motivational hierarchies, including the product attributes, personal benefits, value/emotions and images that drive perceptions and behaviors.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for just-auto.com, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.


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