Most loved cars announced Tesla S, BMW & Subaru adored

tesla-motors-p85dPeople of all ages love their cars, even millennials and that love can be adoration for some. In fact younger folks are the most enthusiastic and passionate about their car love.

Strategic Vision’s Customer Love Index (CLI) found that millennials truly love their new cars. Nothing can replace all of the rational and emotional benefits that come from owning a new vehicle.

For Gen Y, CLI scores are significantly higher than any other cohort group, even when purchasing lower priced products. For example, millennials love their new Nissan Juke far more than everyone else loves their award-winning Audi A5 Cabriolet, which was the Most Loved Vehicle in a high-powered segment full of premium roadsters and convertibles.

“Although there are financial barriers hindering many younger people from buying a new vehicle, when they are able to get into one, they couldn’t be happier,” reports Alexander Edwards, President of Strategic Vision. “Vehicles today are not just satisfying their needs to go places and stay connected with others. They are providing means for younger people to become ideal versions of themselves as they come to rely upon, have freedom in, feel good about, and ultimately love all the things that their new vehicle does for them.” Edwards continues, “There is no easier way to become Batman than to be behind the wheel of your own, personal Batmobile.”


Both Subaru and BMW garnered five Most Loved Vehicle Awards, tying for the most awarded to a single brand. Though their results are similar, the two brands have taken very different paths to victory.

Subaru has continued its steady ascent that started with the “Love” ad campaign in 2008 and since then has led to market share and sales figures that have more than tripled. Of particular note is that two of the top five most loved mass-market vehicles for millennials were Subaru models. Karl Miller, Director of Marketing for Strategic Vision, says, “In 2008, Subaru began to attach its product to the core of who people are and what they aspire to be, and they stayed on message for several years. They understood that Love is more important than cell phones, even for millennials! As these young people are finally coming into a financial position to buy, Subaru can expect to reap further benefits from the cumulative effect that their powerful message has had on this age group.”

While Subaru increased Love through messaging, BMW did so through a revamped product line. The refreshed 3-Series Sedan and the still-fresh X4 both excelled against plentiful competition in the near-luxury segments. Many millennials aspire to own a BMW vehicle, and the emotional payoff of finally having one led BMW to take three of the top 5 spots for most loved luxury vehicles among millennials.


The Tesla Model S is by far the Most Loved Vehicle in the industry. The performance, technological innovation, styling, buying experience, and enthusiasm for the product have placed it well ahead of every other vehicle in the study. Through Tesla’s primary focus on crafting a performance car, instead of building an alternative fuel vehicle for the sake of doing so, they have shown the adoption potential of alternative fuel technology.

Christopher Chaney, Senior Vice President of Strategic Vision, says, “Make no mistake about it. Tesla Model S being the Most Loved Vehicle in America is more than just a gleaming compliment to their whole team. It is the Rosetta Stone example to manufacturers and government agencies for getting more consumers to purchase alternative fuel vehicles.”


A few new models made their mark in this year’s rankings. With the industry’s first new heavy-duty truck in years, Nissan’s Titan XD has had an impressive debut, surpassing the usual industry stalwarts from domestic manufacturers. The enthusiasm for the brand new Mercedes GLE-Class Coupe handily put it ahead of other high quality Luxury CUVs. The newly redesigned Honda Civic Coupe has similarly energized loyal Honda owners who stayed with the brand for its reliability and value, but were waiting for something new and exciting.

Here is the full list of Most Loved Vehicle Award winners:

Micro Car smart fortwo Coupe 388
Small Car Honda Civic Coupe 461
Small Multi-Function Car Scion iM 438
Small Alternative Powertrain (APT) Car Ford C-MAX Energi 485
Mid-Size Car Subaru WRX 463
Mid-Size Multi-Function Car Subaru Outback 386
Mid-Size Car Subaru WRX 463
Mid-Size Multi-Function Car Subaru Outback 386
Mid-Size APT Car Chevrolet Volt 428
Full-Size Car Dodge Charger 489
Near-Luxury Car BMW 3-Series Sedan 510
Near-Luxury APT Car Lincoln MKZ Hybrid 511
Luxury Car Mercedes S-Class Sedan 574
Luxury Multi-Function Car Volvo XC70 415
Specialty Coupe Dodge Challenger 567
Premium Coupe Chevrolet Corvette Coupe 582
Standard Convertible Ford Mustang Convertible 517
Premium Convertible/Roadster Audi A5 Cabriolet 516
Standard Pickup Toyota Tacoma 353
Full-Size Pickup Ford F-150 429
Heavy Duty Pickup Nissan Titan XD 462
Entry SUV Jeep Wrangler Unlimited 427
Entry CUV Subaru Crosstrek 459
Mid-Size SUV Dodge Durango 419
Mid-Size CUV Kia Sorento 424
Full-Size Utility Chevrolet Tahoe 471
APT Utility Toyota Highlander Hybrid 409
Near-Luxury Utility BMW X4 481
Luxury SUV Land Rover Range Rover 460
Luxury CUV Mercedes GLE-Class Coupe 546
Minivan Toyota Sienna 349
Best Model Tesla Model S 652
Best Brand Under $26,000 smart 394
Best Mass-Market Brand MINI 498
Best Luxury Brand Porsche 545
Best Full-Line Corporation Volkswagen Group of America 410
Millennial Awards:
Top 5 Mass-Market Vehicles Nissan Juke 542
Volkswagen Golf GTI 532
Subaru Crosstrek 516
Subaru Legacy 510
Jeep Wrangler Unlimited 506
Top 5 Luxury Vehicles Mercedes C-Class Sedan 583
BMW 3-Series Sedan 581
BMW X1 560
BMW X5 552
Infiniti Q50 Sedan 551

CLI measures the amount of love owners experience with their new vehicle, compiling data from over 120 different aspects of the ownership experience (from interior door handles to taillight design to performance) on a scale that ranges from “7 – I Love It” to “1 – I Hate It,” with “4 – Satisfactory” being at the middle of the scale.

Strategic Vision’s Customer Love Index (CLI) is based on results from the New Vehicle Experience Study® surveying 38,763 Oct. 2015 – Apr. 2016 new vehicle buyers after the first 90 days of ownership.

Strategic Vision is a research-based consultancy with over thirty-five years of experience in understanding the consumers’ and constituents’ decision-making systems for a variety of Fortune 100 clients, including most automotive manufacturers. CLI uses the Edwards Commitment Scale™ to directly measure Love in 120 separate vehicle attributes and includes dozens of additional questions to gauge the strength and type of emotional connection that buyers have with their vehicle.