Sargent described the challenge of bBy Paul A. Eisenstein, msnbc.com contributor
The quality of the cars rolling out of U.S. dealer showrooms has reached the highest level ever, according to a new study by J.D. Power and Associates.
“This is, without doubt, the best level of quality we’ve ever seen,” said Dave Sargent, vice president of global automotive at J.D. Power.
But while traditional problems like squeaks, rattles and electrical glitches have become increasingly uncommon, owners are registering a growing number of complaints about their high-tech audio, entertainment and navigation systems. Younger buyers -- those under 35 -- are about twice as likely as older buyers to complain about tech issuesuilding in more technology -- without quality issues as "the battleground of the future" among manufacturers.
Power’s 2012 Initial Quality Survey shows a nearly 5 percent improvement compared with last year’s results on the number of problems owners experienced with their vehicles. Of the 34 brands ranked by the IQS, 26 improved their 2011 results, only five showed declines. Of 185 different models that were on the market during both years, 65 percent improved their quality scores in 2012.
Lexus, the perennial leader in initial quality, topped the chart again. The automaker averaged just 73 problems per 100 vehicles included in the survey – 73 PP100 in J.D. Power-speak – or less than one reported problem for every vehicle Lexus sold. But Porsche and Jaguar were close behind, tied for second. That’s particularly significant since Jaguar “literally leapfrogged” from 20th place last year, said Rafi Festekjian, JDPA’s Director of Automotive Research.
Historically, brands that land in the upper quartile of the IQS have a significantly higher loyalty rate – measured by repeat buyers – than those who have more quality problems. And Power data suggest that quality and reliability is still the single most important factor in determining what vehicle to buy for 59 percent of American motorists.
“The good news is that the industry has made major improvements,” said Festekjian. He said the sharp increase in quality scores was all the more impressive considering manufacturers have “had to keep their eyes on the ball” even as their plants were running significant overtime to keep up with demand in the fast-recovering U.S. automotive market.
Now in its 26th year, the IQS actually covers two distinctly different sorts of potential problems. There are the classic defects and malfunctions, anything from a faulty turn signal to an engine failure, and there are the design-related problems. These can include such issues as poorly designed cupholders or a balky navigation system.