AutoPacific Announces 2010 Ideal Vehicle Awards

  Ideal Vehicles: Measuring Up To Expectations


Each year AutoPacific surveys new car and light truck acquirers via mail and Internet about their new vehicle in order to learn more about their purchase experience, attribute importance and satisfaction, lifestyle, preferences, vehicle use, personal characteristics, desired features and more. The Ideal Vehicle Awards are based on scores developed using results from a part of this survey that focuses on the consumers desire to change their vehicle if given the opportunity. Respondents rate 15 attributes indicating whether they want them to be changed (larger, smaller, more or less) or not changed (stay the same) after having driven their vehicle for 90 days. The attributes all pertain directly to the product itself. 

The Difference: IVAs quantitatively gauge how closely a vehicle matches an owner's expectations. An IVA is earned by those automakers that best understand their customers and are able to create the vehicle these customers demand - their ideal vehicle.

The Ideal Vehicle Awards are just one of three awards given by AutoPacific throughout the year. Each year AutoPacific analyzes the results of our New Vehicle Satisfaction Survey and identifies the top performing vehicles. These are owners talking. And who better to evaluate a vehicle than the owners themselves?

Vehicle Satisfaction Award
AutoPacific VSAs are very different from other automotive awards that concentrate on reliability or quality to the exclusion of how satisfied owners are with their vehicle.  AutoPacific VSAs are the industry benchmark for objectively measuring how satisfied an owner is with their new vehicle. Respondents rate 48 attributes for importance in the purchase decision and satisfaction after purchase. See the list of 2010 VSA winners here.

Motorist Choice Award
The Motorist Choice Award is a collaboration between AutoPacific and This award combines certain aspects of AutoPacific's owner-driven Vehicle Satisfaction methodology with the analytical information concerning vehicle value from

The Research Suite®

At the top of it all is AutoPacific's Research Suite, the full collection of data obtained through our annual New Vehicle Satisfaction Survey of new vehicle acquirers. This collection of data does more than just generate awards and is regularly used by Market Research, Product Planning, Advanced Technology, and Brand Positioning departments at OEMs, suppliers and advertising agencies worldwide. In fact, AutoPacific's Research Suite is the most comprehensive database available and is the source of several annual studies including:



Survey of 42,000 Consumers Reveals Vehicles That Exceed Expectations. Ford and Porsche Score Third Straight Annual Wins.

TUSTIN, Calif. (July 13, 2010) – An “ideal” is defined as conforming to an ultimate standard of perfection or excellence. In the 2010 Ideal Vehicle Awards, announced today by automotive research and consulting firm AutoPacific, owners rate their new vehicles by how closely they come to their ideal. “After owning and operating a vehicle for some time, consumers often identity shortcomings, and ideas about what they would like to change about their vehicle,” says George Peterson, President of AutoPacific. “The IVAs are based on owners’ ratings of their new 2010 model year cars and trucks across 15 key vehicle attributes ranging from power and acceleration to interior storage. The cars or trucks that owners would change the least are the most ideal.”

“In today’s vehicle market, quality is expected, and car buyers take many factors into consideration – styling, safety features, fuel economy and more,” says Peterson. “IVA winners deliver the most of what consumers are really looking for in their vehicles. Shoppers can use the IVAs as a benchmark for vehicles that are designed and built with customers in mind.” 

For 2010, the top-rated vehicle overall is the Range Rover, which received a fresh look and improved powertrain for the 2010 model year and climbed from last in its class in 2009. The top rated car is the Suzuki Kizashi. The 2010 Kizashi was also the top rated vehicle overall in AutoPacific’s recently announced 2010 Vehicle Satisfaction Awards.

The top-rated popular brand is Ford, outscoring GMC for top popular brand. The top-rated premium brand is Porsche, outscoring Lincoln and Land Rover for the most ideal premium vehicle brand honors. Porsche and Ford are three time brand winners, scoring top rankings in 2008, 2009 and 2010 IVA rankings.

“Ford Motor Company leads the industry with a total of eleven segment winners. No other manufacturer came even close,” said Peterson. “In addition to these eleven segment wins, the Ford brand scored highest of any brand in the 2010 research, including all premium brands.”

Of the twenty-seven Ideal Vehicle Award (IVA) categories, American brands have sixteen segment winners, European brands six and Japanese brands five. Surprisingly, no Korean brands scored segment wins.

The top-rated product segment is Large Crossover SUV, beating out last year’s leading category, Large Car. American buyers continue to value large, comfortable vehicles suitable for suburban driving and longer distance highway cruising.

2010 Ideal Premium Brand: Porsche

2010 Ideal Popular Brand and Top Brand Overall: Ford

2010 Ideal Product Segment: Large Crossover SUV

2010 Ideal Vehicle Award Winners:

Passenger Cars


Premium Luxury Car

Aspirational Luxury Car

Large Car

Luxury Mid-Size Car

Premium Mid-Size Car

Mid-Size Car

Premium Compact Car

Compact Car

Economy Car

Sports Car

Sporty Car

Volvo S80

Volvo V70

Ford Taurus SHO*

Lincoln MKZ

Ford Fusion

Suzuki Kizashi*

Volkswagen GTI*

Volkswagen Golf

Honda Fit*

Porsche Cayman

Chevrolet Camaro*

Pickups, SUVs and Minivans


Large Light Duty Pickup

Heavy Duty Pickup

Compact Pickup

Luxury SUV

Large SUV

Premium Mid-Size SUV

Mid-Size SUV

Premium Luxury Crossover SUV

Luxury Crossover SUV

Large Crossover SUV

Premium Mid-Size Crossover SUV

Mid-Size Crossover SUV

Compact Crossover SUV


Hybrid Truck

Ford F-150*

Ford F-250

Honda Ridgeline*

Range Rover

Chevrolet Suburban

Ford Explorer

Dodge Nitro*

Lincoln MKT EcoBoost*

Lexus RX*

Ford Flex EcoBoost

Chevrolet Equinox

Ford Escape*

Jeep Compass

Honda Odyssey*

Ford Escape Hybrid

*Also winners of AutoPacific's 2010 Vehicle Satisfaction Awards

In addition to identifying segment winners, IVA also establishes numerical ideal vehicle ratings for virtually every passenger car and light truck in the United States market. These results come from calculating owner input across 15 specific areas related to a vehicle's attributes, including: exterior styling, exterior size, passenger roominess, cargo space, driver's seat comfort, driver’s seat visibility, interior technology, interior lighting, power and acceleration, ease of getting in and out, interior storage compartments, ride, handling, safety features and tires and wheels.

About AutoPacific

AutoPacific is a future-oriented automotive marketing research and product-consulting firm. Every year AutoPacific publishes a wide variety of syndicated studies on the automotive industry. The firm, founded in 1986, also conducts extensive proprietary research and consulting for auto manufacturers, distributors, marketers and suppliers worldwide. Company headquarters and its state-of-the-art automotive research facility are in Tustin, California, with an affiliate office in the Detroit area. Additional information can be found on AutoPacific's websites: and



Dan Hall, AutoPacific, (714) 838-4234,

Deborah Grieb, AutoPacific, (734) 446-6940,

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