San Diego, California -- Strong anticipated resale value, reliability and durability helped propel Japanese brands to top spots on 12 of 23 segments on Strategic Vision's 2005 Total Value Index(TM) (TVI). The San-Diego based research firm today announced results of its value calculations that factor economic issues against the quality of the complete ownership experience.

Toyota Motor Sales repeated as the corporation with the most winners, four for Lexus (one a tie), one for Toyota and two for upstart Scion, which was the top-rated brand. General Motors won four segments, as did Honda/Acura (one a tie) and BMW/Mini. Nissan scored two wins, while Audi, Ford, Kia and Subaru had one apiece.

"A strong brand reputation equates in owners' minds to value," says Strategic Vision CEO Darrel Edwards, Ph.D. "The expected economic issues of reliability, durability and resale value can carry more weight than incentives since buyers define value not just by price paid, but what they get for their money."

"For 2005," continues Strategic Vision Vice-President Daniel Gorrell, "we're seeing brands, such as Honda, Lexus and BMW, winning many segments on the strength of their reputations in long-term economic issues. In some cases they offered attractive leases on soon-to-be replaced models, and those soared to the head of their class. Incentives on less respected brands do not have the same effect."

Scion showed major gains for 2005, unseating sister brand Lexus as highest scoring in Total Value. Two of its three models (xA and xB) led their segments, scoring well in value for the money, economical to own, extremely affordable, standard equipment and fuel economy.

Mini Cooper was the highest scoring model (803), followed by its convertible versions (793), Scion xA and Nissan Altima (tied at 791) and the BMW-3-Series (790). Segment leaders, based on ratings of more than 69,000 buyers, were:

Small Car: Scion xA (791))
Small Multi-Function: Scion xB (770)
Medium Car: Nissan Altima (791)
Medium Multi-Function: Chevrolet Malibu Maxx (742)
Larger Car: Kia Amanti (773)
Near-Luxury Car: BMW 3-Series (790)
Luxury Car: Lexus GS, Acura RL, Lexus LS 430(a) (tie 778/777/777)(b)
Luxury Multi-Function: Audi A4/S4 Avant (743)
Small Specialty (less than $25,000):Mini Cooper(a) (803)
Small Specialty (greater than $25,000): BMW 3-Series Coupe (767)
Mid-Specialty Car: Honda Accord Coupe(a) (785)
Convertible (less than $30,000): Mini Cooper Convertible (793)
Convertible (greater than $30,000): Cadillac XLR(a) (774)
Minivan: Honda Odyssey (719)
Small SUV: Honda Element (763)
Medium SUV: Toyota 4Runner(a) (721)
Medium Crossover: Nissan Murano (733)
Large SUV: Chevrolet Tahoe (716)
Near Luxury SUV: Lexus RX 330(a) (763)
Luxury SUV: Lexus GX 470(a) (772)
Compact Pickup: Subaru Baja (753)
Full-Size Pickup: Ford F-150(a) (721)
Heavy Duty Pickup: GMC Sierra 2500/3500 (708)

(a) 2004 Total Value Award(TM) winners (b) Differences of 1-2 points are not statistically significant *T

Survey respondents purchased their new vehicles between October 2004 and March 2005 and had owned them at least 90 days before they were surveyed. Only models designated 2005 were eligible for Total Value Awards(TM). Since this timeframe preceded manufacturers' "employee discount" promotions, its effect on buyers' perceptions and percent incentives is unknown.

Industry-wide, buyers reported the use of incentives in 60 percent of sales. Scion, at 8 percent, used them the least, while Pontiac at 84 percent had the most frequent use. Overall, use of incentives fell for domestics from 82 to 78 percent, but increased for Japanese and European brands from 38 to 40 percent, and 32 to 33 percent, respectively.

At the heart of the Total Value Index(TM) is the quality of the ownership experience -- everything involved in buying, owning and driving a new vehicle. All economics issues, both immediate (price, affordability, deal offered, warranty and standard equipment) and expected (durability, future trade-in, mileage, economical to own, reliability and durability) are then factored against that perceived quality.

Founded in 1987, Strategic Vision conducts leading-edge research in consumer and constituent decision-making for diverse companies. Clients include various auto manufacturers, as well as many Fortune 100 companies and governments worldwide.