Overall Vehicle Quality Leads to Higher Levels of Advocacy
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Honda Receives Four Model-Level Awards for Initial Quality; Toyota Models Rank Highest in all Three Pickup Segments
BANGKOK: 27 November 2014 — Intentions of new-vehicle owners to recommend their vehicle to friends, relatives and acquaintances increase proportionally to their level of satisfaction with their new vehicle’s initial quality, according to the J.D. Power Asia Pacific 2014 Thailand Initial Quality StudySM (IQS) released today.
The study measures problems experienced by new-vehicle owners during the first two to six months of ownership and examines more than 200 problem symptoms in eight vehicle categories (listed in order of frequency of reported problems): vehicle exterior; engine and transmission; driving experience; vehicle interior; HVAC; audio, entertainment and navigation; features, controls and displays; and seats. All problems are summarized as the number of problems per 100 vehicles (PP100), with lower PP100 scores indicating a lower rate of problem incidence and, therefore, higher initial quality.
Overall initial quality averages 91 PP100 in 2014, compared with 84 PP100 in 2013.
“It is critical for manufacturers to reduce the number of problems customers experience during the first few months of ownership as this greatly impacts brand loyalty and advocacy,” said Loic Pean, senior manager at J.D. Power Asia Pacific. “Initial vehicle quality has a considerable impact on both customer acquisition and retention.”
The study finds that 68 percent of owners who are delighted (scores of 10 on a 10-point scale) with the quality of their new vehicle say they “definitely would” recommend their vehicle to family and friends, while only 50 percent of those who are pleased (ratings of 8 or 9) and 26 percent of those who are indifferent or disappointed (ratings of 1 to 7) say the same.
- Premium midsize car owners report the fewest number of problems with their vehicle (53 PP100), while MPV owners report the highest number of problems (123 PP100) in 2014.
- First-time new-vehicle buyers report fewer problems (76 PP100) than repeat buyers (103 PP100).
- Overall, owners report 3 PP100 more interior and engine/ transmission problems in 2014 than in 2013.
- The five most frequently cited problems in 2014 remain unchanged from 2013, with excessive wind noise (10 PP100) being the single symptom to improve year over year, down from 12 PP100 in 2013.
2014 Thailand Initial Quality Study Rankings
Honda receives a model-level award for each of the following four models: the Brio Amaze in the compact car segment (62 PP100); the Civic in the midsize car segment (57 PP100); the Accord in the premium midsize car segment (41 PP100); and the CR-V in the full-size SUV segment (63 PP100).
The Toyota Hilux Vigo Champ ranks highest in each of the three pickup segments: the Hilux Vigo Champ S-Cab in the single cab segment (74 PP100); the Hilux Vigo Champ Smart Cab in the extended cab segment (84 PP100); and the Hilux Vigo Champ D-Cab in the double cab segment (65 PP100).
The Mazda2 Elegance ranks highest in the entry midsize car segment with a quality score of 55 PP100.
The 2014 Thailand Initial Quality Study (IQS) is based on evaluations from 4,877 owners who purchased their new vehicle between October 2013 and June 2014. The study covers 12 different brands that include 83 different passenger car, pickup truck and utility vehicle models. The study was fielded between April and August 2014.
Media Relations Contacts
Xingti Liu; J.D. Power Asia Pacific; 8-Shenton Way, #44-02/03/04; Singapore; Phone +65-6733-8980; firstname.lastname@example.org
John Tews; Director, Media Relations; J.D. Power; Troy, Michigan 48083 USA; +001 248-680-6218; email@example.com
About J.D. Power Asia Pacific: www.jdpower.com
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