The Dodge Charger has been named one of the "most-loved vehicles" in the United States, topping a survey in the full-size car segment for the fourth consecutive year.
Strategic Vision measures the experiences of new vehicle owners and their emotional responses to determine the winners of the "Most Loved Vehicles in America." The company has carried out the New Vehicle Experience Study for some two decades. The Charger came out on top once again in the Strategic Vision survey largely because customers experience a strong emotional response to its power and performance, according to the research-based consultancy business.
Drivers of the Dodge Charger love the security and comfort of the vehicle, Chris Chaney, a senior vice president at Strategic Vision told Mega Dealer News. This type of response to a vehicle "is increasingly becoming somewhat rare in the world of paper-thin toasters, where [miles per gallon] is a priority," Chaney said.
"Quality was good, but the Charger is built for 'rebels' who have a distinct priority and desire to make a distinct statement," he said. "Owning the vehicle became a choice that enhances their desire and sense of individuality that they are not driving another toaster that does everything everybody else does and is not distinct."
Strategic Vision has conducted this large-scale quantitative study of new car buyers. It is aimed at capturing emotional responses, ranging from "I hate it" to "I love it," with "satisfactory" as the intermediate option, the company said. It measures the love of the vehicle in 120 different aspects of the ownership experience. These, combined with dozens of additional questions, gauge the strength and type of emotional connection buyers have with their vehicles to identify the most loved vehicles in each segment.
"We believe it is the largest of its kind and certainly the most thorough," Chaney said.
Strategic Vision surveyed 34,064 new vehicle buyers who purchased between October 2016 and April 2017 after their first 90 days of ownership.