“Dodge Charger exemplifies the energy, design, performance and quality cues that exemplify passion,” said Christopher Chaney, senior vice president of Strategic Vision. “This is what the ‘Most Loved Vehicle’ award represents, and why the Charger is the segment leader.”
Strategic Vision has been developing metrics that quantify emotion for the past 40 years, and it’s resulted in the Edwards Commitment Scale, which captures emotional responses ranging from “I hate it” to “I love it,” with “satisfactory” as the intermediate option. This is a critical component of Strategic Vision’s New Vehicle Experience Study (NVES), as it is the key factor in the Customer Love Index (CLI), which measures “Love” in 120 different aspects of ownership. These responses, in conjunction with the answers of other questions, is used to gather data, and this data is used to identify the Most Loved Vehicles in each segment.
In other words, the Dodge Charger wasn’t a winner based on the rating of a handful of judges, but based on 34,064 new vehicle buyers, who purchased between October of 2016 and April of 2017.
FCA seems to be on an award-winning roll as of late, with vehicles from almost every brand earning an award, including 14 or so from the Texas Auto Writers Association.