The Auto Writer

J.D. Power & Associates released their “initial quality” survey on Monday and the news this time for domestic providers was actually quite good. While Lexus has regained its top billing, Cadillac, Ford and Chevrolet placed in the top ten. Combined, General Motors, Ford and Chrysler saw a ten percent improvement in initial quality, beating the industry average which was an eight percent rise in quality.

Quality Continues To Improve

According to the results of the J.D. Power and Associates 2009 Initial Quality StudySM (IQS) the overall industry average for initial quality is now 108 problems per 100 vehicles (PP100) for 2009, representing a decline from 118 PP100 in 2008. Initial quality for domestic brands has improved to an average of 112 PP100 in 2009 from 124 PP100 in 2008. A lower PP100 score indicates a lower rate of problem incidences and higher quality.

“Even in the face of unprecedented challenges, the Detroit automakers are keeping their focus on designing and building high-quality vehicles, which is a precondition for long-term success,” said David Sargent, vice president of automotive research at J.D. Power and Associates. “High quality generally translates into reduced re-engineering costs and lower warranty expenses during a vehicle’s life cycle. High quality also enhances an automaker’s reputation for reliability, which is a critical purchase consideration for many consumers.”

Marketing To The Masses

Results from the annual J.D. Power and Associates survey quickly become an important marketing tool for companies who perform well. Cadillac surged to the number three spot from the tenth position while Hyundai climbed to take over the fourth spot after having finished thirteenth last year. Lexus, which has been at or near the top for years will once again be telling the world why they are the best. Porsche finished second and Honda placed fifth to round out the top five. The next five positions were occupied by Mercedes-Benz, Toyota, Ford, Chevrolet and Suzuki (tied). Suzuki registered the largest gain moving from 32nd to 9th.

This year’s survey showed a refreshing new trend – many all new or next generation models showed good initial quality, which isn’t typical on how new models perform. J.D. Power noted that the Hyundai Genesis, Kia Borrego, Volkswagen CC and Toyota Venza performed admirably as all new models while the latest editions of the Ford F-150, Nissan Z series, Honda Pilot and Acura TL all showed improvements.

“Achieving high levels of initial quality in all-new models is one of the greatest challenges for manufacturers,” said Sargent. “Now that more manufacturers are getting their launch quality right straight out of the gate, consumers can expect the quality of new vehicles to continue to rise.”

MINI Finishes Dead Last

Not every manufacturer scored well or as well as they might have. Infiniti fell from 2nd place to 11th, while MINI brought up the rear just ahead of Land Rover, Smart, Saab and Jeep.

Source: J.D. Power and Associates

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