2008 Initial Quality Study Results
Whether it’s a $40 cell phone, $400 digital camera, $4,000 big-screen TV, or a $40,000 sports sedan, consumers nowadays expect high levels of “out-of-the-box” quality. Even a single
problem, no matter how small, can significantly affect a consumer’s perception of a product or service. Nowhere is the focus on quality more pronounced than the U.S. new car market, where manufacturers are constantly challenged to improve the quality of their vehicles in an attempt to gain even the slightest edge over the competition. And while new-vehicle quality has improved dramatically (33% in the last 10 years alone), there is always room for improvement.
Each year, tens of thousands of registered new-vehicle owners respond to J.D. Power and Associates surveys and report on the quality of their new vehicles during the initial 90 days of ownership. Consumers are asked to rate both the mechanical quality (i.e., defects and malfunctions) as well as the design quality (how well or easy a particular feature works) of their vehicles. The results are tabulated and awards are handed out for the top-performing model in each market segment, as well as for the assembly plant producing the vehicles with the fewest number of problems. Following two consecutive years of declining new-vehicle quality, the U.S. auto industry bounced back in 2008. New-vehicle quality improved 6% this year, according to the J.D. Power and Associates 2008 Initial Quality Study (IQS).SM
This year’s IQS results are based on survey responses from over 81,000 verified owners of 2008 model-year vehicles. Some highlights of this year’s study:
- Auto manufacturers are listening to the voice of the customer, as the industry sees a 6% reduction in problems compared to last year’s study. In the 2008 IQS, new-vehicle quality improves for the large majority of nameplates, and for all but three vehicle segments.
- For the second consecutive year, Porsche is the highest-ranked nameplate in initial quality, improving its quality by 4%. Audi gains the most rank positions among nameplates, moving up from No. 26 in last year’s study to No. 10 (in a tie) in the 2008 IQS.
- Mazda is the most improved nameplate in terms of owner-reported problems, as all but one of its models improves in quality compared to last year’s study. Volkswagen and Hummer also experience large quality gains.
- The Volkswagen Passat is the most improved model in the study. The Chrysler Pacifica and Mazda CX-7 also experience large quality gains.
- Honda receives the most model awards, for the Fit, Civic and CR-V. Chevrolet, Dodge, Lexus and Mercedes-Benz also have multiple award winners.
- Asian nameplates capture nine of the 18 model awards, while domestic nameplates earn seven. Among European nameplates, only Mercedes-Benz garners any model awards—for the E-Class and CLK-Class.
- Several new models were launched with exceptional quality, none more key than the Chevrolet Malibu, which launched with segment-leading quality among midsized cars. The Infiniti EX, also launched for the 2008 model year, receives the model award in the Entry Premium Vehicle segment.
- Mercedes’ Sindelfingen, Germany assembly plant earns the Platinum Plant Quality Award. The Sindelfingen plant produces four Mercedes-Benz models—the CL-Class, CLS-Class, E-Class Sedan and Wagon, and the S-Class.
- Excessive wind noise continues to be the most frequently cited problem among new car buyers, followed by excessive fuel consumption—not surprising considering the steady rise in gasoline prices that is making consumers more critical of their vehicle’s fuel economy, and prompting many to switch to smaller, more fuel-efficient vehicles.
- The integration of new technology continues to be a challenge for manufacturers. Of the eight problem categories the study tracks, only the Audio/Entertainment/Navigation category suffers a quality decline. Most of this decline in quality is due to design-related issues such as the controls being difficult to operate or understand.
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