By on January 8, 2008

0605_2007_saturn_outlook_02_445.jpgAs we've pointed out many times, Strategic Vision's methodology is based on something wacky called the "Tree of ValueCentered Knowledge," and the company is on the take. So, with that in mind, Ford scooped first overall in the 2007 Strategic Vision "most delightful" vehicle ratings. And if that seems subjective and arbitrary… Strategic breaks the "multifunction" segment into three subcagetories: small (VW Rabbit), medium (Volvo V50 Wagon) and luxury (Audi A3). Apparently, the ultimate multifunction vehicles– CUVs and SUVs– don't count. And what's this? Owners of GM's worst-selling Lambda CUV, the Saturn Outlook, are more delighted than those who bought the GMC Acadia or Buick Enclave (the Outlook won the "medium crossover" category). And if that Tahoe-sized family hauler is considered "medium," you have to wonder what they'd consider "large." Anyway, TTAC is less than delighted that anyone takes anything that Strategic Vision says seriously. The Detroit Free Press has the full list of winners.

Get the latest TTAC e-Newsletter!

13 Comments on “Ford: It’s De-lightful, It’s De-licious, It’s De-lovely...”


  • avatar
    starlightmica

    Monte Carlo got a post-mortem consolation prize for the “mid-specialty” segment. Woohoo!

  • avatar
    jimmy2x

    “It’s De-lightful…”
    Wonder if I’m the only one who remembers that from a 50’s Desoto commercial.

    “You can tell at a glance that this swell car is far in advance” – absolutely amazing the trivia that your mind retains for over 50 years.

  • avatar
    Mike66Chryslers

    …it’s DeSoto! (just finishing the jingle properly)

    EDIT: Jimmy2x, you beat me to hitting the SUBMIT button. :)

  • avatar
    jimmy2x

    “You can hear those great big engines murmering low………….Rarin’ to go!”

    My dad was a big Groucho fan, and, as you can tell DeSoto was a sponsor. Long ago – a much different world from today.

  • avatar
    Orian

    Interesting use of Dee Lite’s “Groove is in the Heart” lyrics! I love it.

  • avatar

    Orian : Interesting use of Dee Lite’s “Groove is in the Heart” lyrics! I love it. Who???? The lyrics are from Cole Porter's classic "It's De-lovely" performed in the 1936 show "Red, Hot and Blue," by Ethyl Merman and Bob Hope. "It's delightful, it's delicious, it's delectable, it's delirious, It's dilemma, it's de limit, it's deluxe, it's de-lovely"

  • avatar
    50merc

    So hey, DeSoto, how’s that slogan working for ya?

  • avatar
    jimmy2x

    50merc :
    So hey, DeSoto, how’s that slogan working for ya?

    I’m not sure why DeSoto went belly-up but it certainly wasn’t the commercial. Jingles were typical of the time period and I suspect that the take-off on Porter’s lyrics were considered sophisticated. Certainly no worse than Dinah Shore exorting America to “See the USA in your Chevrolet” which I’m sure helped GM sell many cars.

  • avatar
    Martin Albright

    How does one measure “delight?”

  • avatar

    jimmy2x I’m not sure why DeSoto went belly-up Same reason Olds and Plymouth did and Mercury's about to: piss-poor marketing, badge engineering and lack of unique product.

  • avatar
    NeonCat93

    I’ve always hated that song, and their use of it does not endear me to them.

    OTOH, I’ve always liked Dee-Lite. Groove IS in the heart.

  • avatar

    De Soto died partly for the same reasons as the Edsel (i.e., offering nothing its corporate siblings didn’t except glitz, at a time when the middle market was imploding), but mostly because ChryslerCo forgot whether it was supposed to be below Dodge or between Dodge and Chrysler, and had so much price overlap between the three that buyers couldn’t tell, either. The comparisons to Ford and GM now are almost too obvious to belabor…

  • avatar
    50merc

    Maybe I should have added a winking emoticon to my comment. Cole Porter’s witty lyrics are a great source to work from. (And Dinah Shore did a helluva job belting out Chevy’s song.) My point was that a car’s delightfulness, whether alleged or real, can’t save it in the face of serious problems.

    A nice history of DeSoto’s glory days and decline is at:
    http://www.allpar.com/history/desoto.html
    Though obviously written by a DeSoto fan, the piece is good food for thought about similarities between DeSoto and other brands such as Mercury.

Read all comments

Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • golden2husky: Will this also scan and measure panel fit? GM has gotten much better with fit but there is still some...
  • ToolGuy: I heard that Toyota is getting out of the automotive business.
  • Art Vandelay: Elon bucks certain stereotypes by actually paying his child support
  • Art Vandelay: Well we know they have trouble reading loan documents given the so called “student loan...
  • Art Vandelay: He could be a member of “the greatest generation” as while they are dwindling rapidly are...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Jo Borras
  • Mark Baruth
  • Ronnie Schreiber