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Crushing on America’s ‘Most Loved’ Vehicles

How much do you really love your car or truck?

March 19, 2014

After surveying consumers across the country, marketing research firm Strategic Vision gave car owners and their vehicles an unforgettable Valentine’s Day gift  – the title of  “Most Loved Vehicles in America”.

2014 Dodge Durango Limited

The 2014 Dodge Durango Limited earned a Love Score of 582 out of 1,000 points.

It’s a Thin Line between Love and Hate
Strategic Vision surveyed consumers to find out whether they “hated” or “loved” their vehicles, or particular aspects of the vehicle and the experiences they deliver. The vehicles with the top scores earned the titles of “Most Loved Vehicles in America,” reflecting how hard people can fall in love with what they drive. Each point, as measured on The Edwards Commitment Scale, ranges from 1=Hate it, 2=a Failure, 3=Unsatisfactory, 4=Satisfactory, 5=Excellent, 6=Delightful and 7=Love it. Each point discriminates the quality and depth of the emotional response from the next.  Each point discriminates the quality and depth of the emotional response from the next. Many vehicles can be Excellent, fewer Delightful, with the best-of-the-best creating Love. The development of the integrity of the scale included its use in travel, hospitality, medical, educational and particular automotive categories and dedicated studies for a number of Fortune 100 companies. Love increases validity of the measurement and our understanding by 42 percent on average.

The beloved vehicles scores are calculated using the reported “love” score for each of the attributes delivered by the vehicle and the dealership experiences weighted by each vehicle’s outcome scores—commitment, overall satisfaction, total top emotional responses, proposed repurchase loyalty and actual repurchase loyalty—to provide a Most Loved Index. The following Dodge, Jeep® and Ram  Truck brand vehicles achieved the number one ranking or “Most Loved” title in their respective segments as rated by new vehicle buyers for the majority of categories. Over all, consumers named 37 vehicles to the “Most Loved” list.

Segment Winner(s)

Love Score

Small Car Dodge Dart


Full-Size Car Dodge Charger


Specialty Coupe Dodge Challenger


Full-Size Pickup Ram 1500


Heavy Duty Pickup Ram 2500/3500


Mid-Size SUV Dodge Durango


Jeep Grand Cherokee


Strategic Vision is San Diego-area based firm with more than 35 years of experience researching consumer decision-making for a variety of Fortune 100 firms. For automotive OEMs, Strategic Vision draws upon a database of millions of customers for unique insights into why motorists love their vehicles and how their emotions affect consumer choices for vehicle purchases.

“In our full-year automotive study, the winners both surprise and delight some pundits in the industry,” Christopher Chaney, Strategic Vision’s executive vice president, said. “Love creates vehicles that have a strong position in their markets and is ultimately expressed in being loyal.”