Millennials Love Cars! Strategic Vision Reports 2016 Most Loved Vehicles

SAN DIEGO–(BUSINESS WIRE)–#MillennialsLoveVehicles–Many in automotive circles have proclaimed a gloomy outlook for the
automotive industry’s future due to social media, cell phones, and
ride-hailing services such as Uber and Lyft, which would replace the
millennials’ need and desire for a personal vehicle. According to the
latest results of Strategic Vision’s Customer Love Index™ (CLI™), the
truth is that millennials truly love their new cars. Nothing can replace
all of the rational and emotional benefits that come from owning a new

CLI™ measures the amount of love owners experience with their new
vehicle, compiling data from over 120 different aspects of the ownership
experience (from interior door handles to taillight design to
performance) on a scale that ranges from “7 – I Love It” to “1 – I Hate
It,” with “4 – Satisfactory” being at the middle of the scale. For Gen
Y, CLI scores are significantly higher than any other cohort group, even
when purchasing lower priced products. For example, millennials love
their new Nissan Juke far more than everyone else loves their
award-winning Audi A5 Cabriolet, which was the Most Loved Vehicle in a
high-powered segment full of premium roadsters and convertibles.

“Although there are financial barriers hindering many younger people
from buying a new vehicle, when they are able to get into one, they
couldn’t be happier,” reports Alexander Edwards, President of Strategic
Vision. “Vehicles today are not just satisfying their needs to go places
and stay connected with others. They are providing means for younger
people to become ideal versions of themselves as they come to rely upon,
have freedom in, feel good about, and ultimately love all the things
that their new vehicle does for them.” Edwards continues, “There is no
easier way to become Batman than to be behind the wheel of your own,
personal Batmobile.”


Both Subaru and BMW garnered five Most Loved Vehicle Awards, tying for
the most awarded to a single brand. Though their results are similar,
the two brands have taken very different paths to victory.

Subaru has continued its steady ascent that started with the “Love” ad
campaign in 2008 and since then has led to market share and sales
figures that have more than tripled. Of particular note is that two of
the top five most loved mass-market vehicles for millennials were Subaru
models. Karl Miller, Director of Marketing for Strategic Vision, says,
“In 2008, Subaru began to attach its product to the core of who people
are and what they aspire to be, and they stayed on message for several
years. They understood that Love is more important than cell phones,
even for millennials! As these young people are finally coming into a
financial position to buy, Subaru can expect to reap further benefits
from the cumulative effect that their powerful message has had on this
age group.”

While Subaru increased Love through messaging, BMW did so through a
revamped product line. The refreshed 3-Series Sedan and the still-fresh
X4 both excelled against plentiful competition in the near-luxury
segments. Many millennials aspire to own a BMW vehicle, and the
emotional payoff of finally having one led BMW to take three of the top
5 spots for most loved luxury vehicles among millennials.


The Tesla Model S is by far the Most Loved Vehicle in the industry. The
performance, technological innovation, styling, buying experience, and
enthusiasm for the product have placed it well ahead of every other
vehicle in the study. Through Tesla’s primary focus on crafting a
performance car, instead of building an alternative fuel vehicle for the
sake of doing so, they have shown the adoption potential of alternative
fuel technology.

Christopher Chaney, Senior Vice President of Strategic Vision, says,
“Make no mistake about it. Tesla Model S being the Most Loved Vehicle in
America is more than just a gleaming compliment to their whole team. It
is the Rosetta Stone example to manufacturers and government agencies
for getting more consumers to purchase alternative fuel vehicles.”


A few new models made their mark in this year’s rankings. With the
industry’s first new heavy-duty truck in years, Nissan’s Titan XD has
had an impressive debut, surpassing the usual industry stalwarts from
domestic manufacturers. The enthusiasm for the brand new Mercedes
GLE-Class Coupe handily put it ahead of other high quality Luxury CUVs.
The newly redesigned Honda Civic Coupe has similarly energized loyal
Honda owners who stayed with the brand for its reliability and value,
but were waiting for something new and exciting.

Here is the full list of Most Loved Vehicle Award winners:

Micro Car       smart fortwo Coupe       388
Small Car Honda Civic Coupe 461
Small Multi-Function Car Scion iM 438
Small Alternative Powertrain (APT) Car Ford C-MAX Energi 485
Mid-Size Car Subaru WRX 463
Mid-Size Multi-Function Car Subaru Outback 386
Mid-Size Car Subaru WRX 463
Mid-Size Multi-Function Car Subaru Outback 386
Mid-Size APT Car Chevrolet Volt 428
Full-Size Car Dodge Charger 489
Near-Luxury Car BMW 3-Series Sedan 510
Near-Luxury APT Car Lincoln MKZ Hybrid 511
Luxury Car Mercedes S-Class Sedan 574
Luxury Multi-Function Car Volvo XC70 415
Specialty Coupe Dodge Challenger 567
Premium Coupe Chevrolet Corvette Coupe 582
Standard Convertible Ford Mustang Convertible 517
Premium Convertible/Roadster Audi A5 Cabriolet 516
Standard Pickup Toyota Tacoma 353
Full-Size Pickup Ford F-150 429
Heavy Duty Pickup Nissan Titan XD 462
Entry SUV Jeep Wrangler Unlimited 427
Entry CUV Subaru Crosstrek 459
Mid-Size SUV Dodge Durango 419
Mid-Size CUV Kia Sorento 424
Full-Size Utility Chevrolet Tahoe 471
APT Utility Toyota Highlander Hybrid 409
Near-Luxury Utility BMW X4 481
Luxury SUV Land Rover Range Rover 460
Luxury CUV Mercedes GLE-Class Coupe 546
Minivan Toyota Sienna 349
Best Model Tesla Model S 652
Best Brand Under $26,000 smart 394
Best Mass-Market Brand MINI 498
Best Luxury Brand Porsche 545
Best Full-Line Corporation Volkswagen Group of America 410
Millennial Awards:
Top 5 Mass-Market Vehicles Nissan Juke 542
Volkswagen Golf GTI 532
Subaru Crosstrek 516
Subaru Legacy 510
Jeep Wrangler Unlimited 506
Top 5 Luxury Vehicles Mercedes C-Class Sedan 583
BMW 3-Series Sedan 581
BMW X1 560
BMW X5 552
Infiniti Q50 Sedan 551

Strategic Vision’s Customer Love Index (CLI) is based on results from
the New Vehicle Experience Study® surveying 38,763 Oct. 2015 – Apr. 2016
new vehicle buyers after the first 90 days of ownership.

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. CLI uses the Edwards Commitment Scale™ to
directly measure Love in 120 separate vehicle attributes and includes
dozens of additional questions to gauge the strength and type of
emotional connection that buyers have with their vehicle. For further
information, visit our website at
or contact Alexander Edwards or Christopher Chaney at 858-576-7141.


Strategic Vision
Alexander Edwards / Christopher Chaney