Readers of Motrolix fully comprehend what it means to love an automobile. So too does Strategic Visions, a company who, through research, analyzes the consumer decision-making process to help companies understand purchase drives and behaviors.
Strategic Visions, according to its Love Conquereth All press release, has revealed the love-hate relationship consumers can have with their vehicles. Whether it be the vehicle itself, certain aspects of the vehicle, or particular manufacturers tendencies, Strategic Visions highlights the role love can play.
The Edwards commitment scale, named after Dr. Darrel Edwards PhD, allows for the measurement of emotive responses in relation to each vehicle owned. The press release, and specifically Dr. Edwards, explain how over a decade of research has allowed Strategic Visions to comprehend how consumers talk about their loves. The scale grades from 1 through to 7; 1 being hate it, 7 being love it, and the other numbers correlate to emotional graduations in-between. According to the President of Strategic Visions, Alexander Edwards, car manufacturers should all use love as a bottom-line measurement. A.Edwards goes as far as to say love is the pinnacle of achievement and can predict loyalty, advocacy, and commitment.
As great an achievement for Tesla Motors, perspective is difficult to comprehend in relation to other manufacturers because the electric-car market it tiny compared to the standard-car market. For example, the “Love” score accounts for repurchase loyalty, leverage position for brands, commitment, and overall satisfaction. Whilst not doubting Tesla Motors ability to fill the required criteria, it finds itself the only ‘real’ force in the electric-vehicle market. What the research does not show is the loyalty consumers have to electric-vehicles – period! Tesla, however, can, and is, making the most of its passionate and loyal market.
Either way, Tesla should be proud of its dominant “Love” scores and it goes a long way to showing the quality vehicles it offers.
Click Here for the full press release from Strategic Visions.