DETROIT--General Motors Co. (GM) scored its best showing in
eight years in a closely watched customer survey by moving more
slowly than its rivals in outfitting its vehicles with the latest
technologies.
GM's Chevrolet and GMC finished among the top five brands in the
annual J.D. Power & Associates Initial Quality Survey which
compiles the ranking based on problems owners reported during their
first 90 days of ownership. Chevrolet and GMC were the only Detroit
brands to finish in the top 10 of the survey. The last time GM had
two brands finish in the top five was 2005 with Buick and
Cadillac.
"Ironically, GM had a good year because they didn't redesign too
much when it comes to the internal components like navigation,"
said David Sargent, vice president of global automotive research at
J.D. Power. "Any time you redesign a vehicle and introduce
something new that may have hiccups or the customer isn't ready
for, you diminish the performance."
Case in point, Ford Motor Co. (F) had one of its worst showings.
It finished sixth from the bottom as its score dropped for the
third year in a row. Ford had 131 problems per 100 vehicles.
Ford has fallen in the ranking due in large part to consumer
dissatisfaction with the difficulty of using its touch-screen
multimedia system, called MyFord Touch. The auto maker said Monday
it will reprise tuning and volume knobs for the radio as it
redesigns existing models
Porsche wrestled away the top spot from Toyota Motor Corp.'s
(TM, 7203.TO) luxury Lexus brand with 80 problems reported for
every 100 vehicles. Next was GMC with 90 followed by Lexus at 94
and Nissan Motor Co.'s (NSANY, 7201.TO) Infinity at 95. Chevrolet
rounded out the top five with 97 problems per 100 vehicles.
The quality survey, now in its 27th year, has evolved from its
primary purpose of pointing out mechanical or design defects to
auto makers. With mechanical quality now running at about even
between the auto makers, the survey has begun gauging consumer
reactions to technology and other creature-comfort features.
GM's Cadillac brand underscored the change by dropping to 14th
place after climbing to fourth a year earlier.
"It's a mini Ford situation," Mr. Sargent said. "They launched
the ATS, XRT and XTS but customers reported come problems with the
in-vehicle CUE system. You can't get ahead of the consumer and you
can't come to market with technology that hasn't been vetted by
normal people. Engineers might like it, journalists might like it,
but will mom like it?"
The bottom five brands were Toyota's Scion which finished last
at 161 problems followed by Fiat with a 154, Mitsubishi with 148,
Nissan with 142 and Daimler AG's Mini at 135.
"The auto makers really have no choice, they have to offer
technology because consumers will complain if they don't," Mr.
Sargent said. "But some do it better and its important because
unlike a defect, such as a blown headlamp you can take into the
dealer and get it fixed, much of this technology can't be replaced
which will lead some owners not to recommend the brand to
others."
The study is based on responses from more than 83,000 purchasers
and lessees of 2013 mode-year vehicles. The study was fielded
between February and May.
Write to Jeff Bennett at jeff.bennett@wsj.com
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