Total Quality Winners Are Teaching Truly Premium for Consumers of Tommorrow

During the pandemic, supply chain disruptions and a chip shortage transformed the car-buying landscape, forcing American consumers into a challenging market. Dealerships, faced with restricted inventory, took advantage by loading vehicles with premium features and pricing them accordingly.

The impact was clear: the median income of new vehicle buyers rose from $95,000 to $115,000, effectively pushing many lower-income consumers out of the market. This effect was even more pronounced among luxury buyers, whose median price tag jumped from $50,000 to $60,000, elevating the financial barrier even further.

Though many of these feature-packed vehicles found enthusiastic buyers, the unprecedented price increases prompted a question: Are these cars truly worth it? Buyers began to reconsider whether these vehicles, despite their numerous features, justified the cost.

The 2024 Total Quality Awards from Strategic Vision highlight Hyundai, and particularly its luxury Genesis brand with the G90 sedan, as an industry standout, challenging traditional luxury stalwarts like Lexus and Mercedes-Benz. Genesis, lauded for its distinctive design and robust value, has won favor for redefining luxury without the steep price tags of its peers.

“Genesis is teaching other luxury brands what it means to be truly premium for the consumers of tomorrow,” said Christopher Chaney, Senior Vice President at Strategic Vision. “Packing a vehicle with features is no longer enough. Brands must zero in on consumer priorities and deliver quality that resonates.” Chaney added that a combination of customization, innovative features, and electrified powertrains will be key for luxury and mainstream brands seeking to remain competitive.

Stellantis also emerged as a strong performer, with four models—Dodge Charger, Dodge Durango, Jeep Wrangler, and Ram 2500—leading in their segments. “The success of these Stellantis models, especially the Wrangler and Ram, may surprise some,” said Alexander Edwards, President of Strategic Vision. “It demonstrates Stellantis’s potential, despite issues tied to overlooking consumer priorities. Today’s customers want more than reliability—they’re looking for excitement and confidence in their vehicles.”

General Motors likewise secured four segment leaders, including the GMC Sierra 1500, celebrated for its blend of power and versatility, and the Chevrolet Blazer, known for its performance and styling. The awards highlight a changing auto industry where consumer expectations and priorities are evolving rapidly, and brands must innovate to keep pace.

Below is the full list of the 2024 Total Quality Award winners and TQI scores:

*Previous year leader