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MINI Tops Strategic Vision 'Total Value Index' Survey With Highest Brand And Model Scores Overall


October 2005
 Filed under: MINI Car News | MINI Headlines

Survey Ranks MINI Cooper First and MINI Cooper Convertible Second as Highest Scoring Models - MINI Brand Achieves Highest Score of All Brands Surveyed

Woodcliff Lake, NJ - October 11, 2005... For the fourth consecutive year, MINI has come out on top in Strategic Vision’s 2004 Total Value Index(TM)(TVI). The MINI Cooper achieved the highest score of any model in the survey, followed by the MINI Cooper Convertible which was the second highest scoring model overall. With a TVI score of 800, the MINI brand has achieved the highest ranking of all brands surveyed including single and multi-model brands.
The MINI Cooper with a TVI score of 803 also topped its category of "Small Specialty Car Under $25,000", The MINI Cooper Convertible, with a TVI score of 793 was also awarded top honors in the "Convertible under $30,000" category. This compares an industry average TVI score of 717. Furthermore, MINI was a top rated brand in the Technical Innovation, Fuel Economy and Resale Value categories.

The index measures buyers' views of whether they received value from their car purchase and is calculated by correlating all economic issues against the quality of the ownership experience. The study measure immediate economics (value for the money, affordability, price/deal offered, warranty, technical innovation and standard equipment level) and expected economics (durability, resale value, mileage, economical to own and reliability).

"What you get for your money," said Dr. Darrel Edwards, Strategic Vision president, "is vital in the value equation. A cheap price for a vehicle that doesn’t stir the buyer’s values and emotions will never be more than a cheap vehicle. One with strong perceived quality that scores well on the value factors will make a buyer feel like a real winner who made a smart choice."

"We are extremely pleased with the results of this survey," said Jim McDowell, vice president, MINI USA. "MINI instills a strong sense of passion in our customers and the results of this survey underscore the value we provide throughout the complete ownership experience."

Buyers participating in the study purchased their new vehicles between October 2004 and March 2005. They had at least 90 days of ownership experience before being questioned. All Total Value Award™ winners had to be 2005 models.

Source: BMW Group

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