New-Vehicle Owners in India Cite Higher Number of Design-Related Problems, J.D. Power Finds
Hyundai, Kia, Maruti Suzuki, Tata and Volkswagen Receive Initial Quality Study Awards
DELHI: 23 Dec. 2022 — Among the total problems cited by new-vehicle owners in India, 56% are design-related, according to the J.D. Power 2022 India Initial Quality StudySM (IQS), released today. More than one-third (35%) of the problems cited are in the categories of audio/communication/entertainment/ navigation and features/controls/displays. J.D. Power relaunched the India Initial Quality Study this year in collaboration with NielsenIQ following a hiatus since 2019.
Initial quality is measured by the number of problems experienced per 100 vehicles (PP100) in the first six months of ownership, with a lower score reflecting higher quality. In this year’s study, the industry average is 122 PP100.
“The industry’s sharp focus on manufacturing quality over the years has yielded significant positive results,” said Sandeep Pande, lead of the automotive practice India at NielsenIQ. “Customers are clearly appreciating the same by citing fewer manufacturing-led issues during their initial ownership period.”
However, with the continued advent of new vehicles that include a multitude of technology features, the challenge lies in aligning them to a set of optimized customer requirements. “Given customers’ sensitivity towards ease of use and comfort and convenience, manufacturers that are able to integrate user experience in their vehicle design will be in a better position to differentiate their products and build advocacy for their brand,” Pande said.
Following are additional key findings of the 2022 study:
- It is not only about the driver: Owners who usually have more than two passengers in their vehicle cite a significantly higher problem incidence. The number of problems cited by owners with up to two passengers is 100 PP100, while owners with more than two passengers average 135 PP100.
- Owners with multiple vehicles tend to experience more issues: Owners with more than one vehicle in the household tend to experience more problems, 143 PP100 vs. 119 PP100 among owners who have one vehicle in their household.
- Tata Tiago ranks highest in the compact segment with 120 PP100
- Maruti Suzuki Ignis ranks highest in the upper compact segment with 105 PP100
- Hyundai Elite i20 ranks highest in the premium compact segment with 106 PP100
- Tata Tigor ranks highest in the entry midsize segment with 117 PP100
- Hyundai Verna ranks highest in the midsize segment with 83 PP100
- Tata Punch ranks highest in the compact SUV segment with 93 PP100
- Volkswagen Taigun ranks highest in the SUV segment with 99 PP100
- Kia Carens ranks highest in the MPV / MUV segment with 99 PP100
The study measures problems experienced in two distinct categories: design-related problems and defects and malfunctions. The study includes specific diagnostic questions covering eight problem categories: exterior; driving experience; features/controls/displays; seats; audio/communication/entertainment/navigation; heating/ventilation/air conditioning; interior; and engine/transmission.
The 2022 India Initial Quality Study (IQS) is based on responses from 7,397 new-vehicle owners who purchased their vehicle from January through October 2022. The study was fielded from July through November 2022. NielsenIQ conducted face-to-face surveys in 25 major cities in India, asking more than 200 questions of vehicle owners about their product experience in their initial months post purchase. The responses were cleaned for data quality and calculated. Brands included in the study are ranked according to aggregate score of problems per 100 vehicles, with a lower score indicating better quality.
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies. J.D. Power has offices in North America, Europe and Asia Pacific.
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NielsenIQ, an Advent International portfolio company, has operations in nearly 100 markets, covering more than 90% of the world’s population. For more information, visit NielsenIQ.com.
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