Do you like your car? Dislike it? Care at all?
There is no right or wrong answer to those questions, but according to research firm Strategic Vision, the Tesla Model S is loved by its owners more than any other automobile sold in the U.S.
Just under 23,000 of the all-electric luxury performance cars were sold during the 2013 fiscal year, and its owners have been outspoken in other venues cheering Tesla on, hoping to see the company succeed with more vehicles ASAP.
Whether that slanted the results or not, the Model S stole the show with a “love score” of 852 out of 1,000.
The only other car to rank in the 800s was the Hyundai Equus at 821, and next highest was the Cadillac Escalade with a love score of 772.
According to Dr. Darrel Edwards, Ph.D., speaking on behalf of the San Diego-based firm, the love score was based on extensive research.
“We completed over a decade of research and consulting in determining how to capture the ways that people talk about their loves. We discovered that the natural language was in a ‘Love-Hate’ context with nuances in-between,” he said. “The report of Most Loved Vehicles in America captures a vehicle’s total emotional response from buyer-drivers. The industry is mature enough to actually accept ‘True Love’ as a core comprehensive, interactive and discriminating emotional response.”
Of the scoring system, Strategic Visiosn says each point, as measured on The Edwards Commitment Scale, ranges from 1=Hate it, 2=a Failure, 3=Unsatisfactory, 4=Satisfactory, 5=Excellent, 6=Delightful and 7=Love it.
“Each point discriminates the quality and depth of the emotional response from the next. Many vehicles can be Excellent, fewer Delightful, with the best-of-the-best creating Love,” says a statement by the company. “The development of the integrity of the scale included its use in travel, hospitality, medical, educational and particular automotive categories and dedicated studies for a number of Fortune 100 companies. Love increases validity of the measurement and our understanding by 42 percent on average.”