This week started off pretty interesting. I own a Jeep Liberty 2007 Sport 4x2, so a market research company invited me to participate in a study of SUV owners. We started off with the typical bagel and cream cheese dance while filling out our required paperwork. We disclosed our personal DNA and our reasons for buying our current SUV. I never would’ve guessed this would turn into a telling discussion on the influence of value and design.

Taking Design for a Test Drive

Right before lunch we headed to the parking lot. 6 SUVs were parked there but someone had blocked out all the branding on the models. I couldn’t tell who any of the manufacturers were. During a meticulous critique of the cars, we began a conversation about the difference between real SUVs and fake SUVs. We agreed a real SUV would have a secure, utilitarian feel and could take you wherever you wanted to go, no matter who you were. From there, we aligned on our top 2 models.

The Nissan Xterra was our runner–up, and the Jeep Wrangler Unlimited was our champion. Everyone commented on the Xterra’s overall sturdy, tough design concept. We liked its rugged design cues. The roof rack was functional, the roof itself sloped up for bigger back doors, and the stylized bump in the rear made room for the 1st aid kit it housed. Even the tires said “rugged” in big white letters. Everything pointed towards it being a “real” SUV.

The day’s winner, the Jeep Wrangler Unlimited, was also an authentic utility vehicle. Most agreed it was even more genuine than the Xterra. It didn’t try so hard with all the stylizing; it felt like a real McCoy, with heritage and personality. Its hooks and hood latches, tire sizes, bumpers, top hitches, convertibility, full spare and block design all guided us to think this. It had everything an SUV owner would expect.

Matching Perceived Value to Good Design

After a quick test drive, we rated 4 purchase factors: design concept, brand, driving performance, and price.

I was surprised at my ratings. No matter how good the design, it could not overcome my perceived value feelings about the brand. I actually would have paid $10,000 more if the Jeep Wrangler Unlimited design had the Toyota brand on it because I perceive a higher value with Toyota. The price I was comfortable with under the Jeep name was $22,500 but under the Toyota name it was $31,500.

So you can see, when you match a brand’s perceived value to good design, the worth of something can jump through the roof. And yes, I plan on getting my Jeep Wrangler Unlimited when my Liberty lease is up next year.