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The all new S60 is the top rated Aspirational Luxury Car in AutoPacific’s 2011 Ideal Vehicle Research.  As the class winner, its owners indicate there is little they would change about their new car with a few notable exceptions.  As with many of today’s Volvos, the car is a little tight inside.  About 35% of the S60 owners want more interior roominess and about 27% want more cargo room.  About 15% say they would give up technology for easier to use controls.  They most like S60’s ride, seat comfort and handling.  The S60 wins its class by a substantial margin over the second place Audi A4. 

Aspirational Luxury Car

The Aspirational Luxury Car consists of the smaller or more entry-level luxury vehicles such as an Audi A4, BMW 3 Series, or Volvo S60.  These are the first vehicles people might consider when getting into the luxury market for the first time as they offer many features such as navigation, rear view camera, and active safety systems – as well as a premium badge.

Ideal Vehicle Award

Each year AutoPacific surveys new car and light truck buyers 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. Respondents to this survey are owners of new 2011 model-year cars and trucks purchased from September through December 2010.  The questionnaire was administered in January and March 2011. The 2011 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. Those vehicles wanting the LEAST CHANGE win the IVA for their class.  A total of 72,917 respondents provided input for these awards.