(November 15, 2013) SAN DIEGO — For the first time in the study’s 18-year history, Hyundai Motor Company ranked first in Strategic Vision’s annual Total Value Awards for the automotive industry. Additionally, four Hyundai models — Sonata, Genesis Coupe, Elantra and Equus — each took first place in their respective categories.

Sonata scored top marks (tied with Ford Fusion) among midsize cars, Genesis Coupe won in the premium coupe category, Elantra received high scores (tied with Ford Fiesta Sedan and Chevrolet Cruze) among small cars, and the Equus beat out every competitor in the luxury car segment. Equus garnered a score of 804 —highest in the industry — even topping the Tesla Model S at 786.

Domestic manufacturers had the most models as Total Value segment leaders such as: Chevrolet Spark, Cruze, Volt and Traverse, and with Ford's Fiesta sedan, Fusion, Focus hatchback, Taurus, Explorer and Lincoln Navigator, as well as others. But still, imports such as Toyota had value leaders like Prius c, Scion FR-S, FJ Cruiser and Tacoma.

“Value is absolutely not cheap; that's why you have incredibly performing models like Tesla Model S and its owners ranking it as one of the best Valued cars in America,” explains Darrel Edwards, Ph.D. executive chairman and founder of Strategic Vision.

Strategic Vision's study of over 45,952 new car buyers examined the quality of the buyer's complete ownership experience and adds the customer's assessment of economic consequences from two perspectives: (1) Immediate — or what is influential today (e.g. total down payment including drive-off costs, warranty costs, special incentive programs, etc.), and (2) Expected — what they believe the costs that emerge over time will be (e.g. expected Reliability, expected Durability, Resale Value, Durability, Fuel Economy, etc.).

“The future of Total Value also plays heavily into the selling of more Alternative Powertrain (APT) fuel vehicles. The right product attributes, vehicle imagery and, of course, the customer's personal values will make the difference,” says Alexander Edwards, President of Strategic Vision.

“Manufacturers have to merge the wind-tunnel results' and what's in the customer's hearts and minds, in order to motivate them into spending significantly more, because a vehicle has the right balance of styling, innovation, performance and environmental friendliness. Total Value captures this from a Value perspective and even becomes foretelling. Without Love, sales of APT fuel vehicles and others, will have to rely on incentives, subsidies and leasing options that make them more affordable, even for those buyers who earn over $150,000 annually,” continues Edwards.

No individual brand had more Total Value leaders than Chevrolet and Ford with five each. The Total Value segment with the greatest opportunity of improving sales is among the Standard Pickups. Strategic Vision's other data indicates that there is substantial opportunity to sell a lot of trucks from this segment if manufacturers can merge the core value factors of Durability, Resale Value and Reliability with great motivating styling, the right Standard Equipment and “meaningful” Innovation, all with about 26 MPG or better (ideally speaking). This would launch a “sales-revival” to the likes of Full-Size Pickup sales.

Strategic Vision has presented Total Value annually since 1995. Based on Strategic Vision's quantitative “ValueCentered” NVES study, the Total Value Index was calculated from buyers who purchased 2013 models during September 2012 to March 2013. The following list cont ains the number one ranked vehicles in Total Value in their segments as rated by new vehicle buyers: