The J.D. Power and Associates 2008 Initial Quality Study (IQS) has named Mercedes-Benz as highest in initial quality among passenger vehicle offerings in South Africa.
The study is a customer-driven measure of problems experienced during the first three to seven months of ownership, and examines 228 individual problem symptoms across nine factors: vehicle exterior; the driving experience; features/controls/displays; audio/entertainment/navigation; seats; heating, ventilation and air conditioning (HVAC); vehicle interior; engine/transmission; and other problems. All problems are identified as the number reported per 100 vehicles (PP100), with lower scores indicating fewer problems and therefore better quality.
Mercedes-Benz finished highest with 164 PP100, one problem less than Honda, with 165 PP100 – followed by Audi (175 PP100), BMW (193 PP100) and Kia (194 PP100). Mercedes-Benz, BMW and Honda all finished in the top five in last year’s IQS, but Audi and Kia replaced the positions previously held by Subaru and Volvo, who finished in third and fifth respectively.
In addition, the Mercedes-Benz East London plant ranks highest among South African plants in initial quality for a second consecutive year, ahead of BMW’s Rosslyn plant and the Toyota Prospecton plant. Vehicle assembly plants are ranked solely on the number of defects and malfunctions in vehicles produced there.
Taking four awards in 2008, more than any other manufacturer, Toyota models ranking highest in their respective segments are the Corolla Verso (compact MPV), Hilux single cab (one-ton single cab pickup), Hilux double-cab (one-ton double-cab pickup) and Yaris (which ties with the Honda Jazz in the lower small car segment). 2008 marks the third consecutive year in which both Hiluxes have ranked highest in their respective categories.
Other repeat award recipients include the Mercedes-Benz A-Class (apart from ranking highest in the upper small car segment with 97 PP100 – this figure also represents the fewest problems of any models in the 2008 IQS), Kia’s Picanto (lower compact car, second consecutive year) and Opel’s Corsa Utility (compact pickup, fourth consecutive year) – not forgetting the Honda Jazz ranking the highest in the lower small car segment for a fifth consecutive year, though tied with the Toyota Yaris.
The new winners consist of Audi’s A4 (medium car) and Subaru’s Forester (compact SUV), which ousted last year’s winner, Honda’s CRV. Among pickup truck nameplates, Toyota (200 PP100) ranks highest for a third consecutive year. Opel (207 PP100) and Isuzu (262 PP100) follow in the pickup truck nameplate rankings.
“Mercedes-Benz’s continued attention to detail has enabled it to pass its competitors and rise to the top rank in 2008. The continued industry leading performance of the Mercedes-Benz East London plant is particularly remarkable considering that the plant was retooled in 2007 to produce left-hand drive vehicles for export to the United States and other markets. Maintaining high levels of quality in the face of major changes to a production line requires a concerted effort by the local workforce and supplier base,” said Brian Walters, vice president of J.D. Power and Associates Europe, Middle East and Africa operations.
The study finds that the number of quality problems experienced has a direct impact on customer advocacy. Among customers who experience one or no problems, 82 percent say that they “definitely would” recommend their vehicle to a friend, relative or colleague. Among customers who report two or more problems, the recommendation rate declines to 58 percent. Similar advocacy patterns exist in other markets where J.D. Power and Associates conducts the Initial Quality Study.
“Customer advocacy rates are an important indicator of a brand’s health,” said Walters. “High advocacy rates can fuel a brand’s sales, particularly in tough economic times, as many customers rely heavily on recommendations when selecting a new product or service.”
J.D. Power and Associates is recognised across the globe as the leading independent authority on consumer-reported quality in the automotive industry. The company’s primary role is to help automotive manufacturers further improve their product quality and service levels through a better understanding of consumers. J.D. Power and Associates also provides its study results to consumers for use as a reference point when purchasing a new vehicle.