Two Honda models, two Toyota models and one Mazda model each rank highest in their respective segments in initial quality in Thailand, according to the J.D. Power Asia Pacific 2008 Thailand Initial Quality Study (IQS) released.

The study, which measures problems customers experience with their new vehicle during the first two to six months of ownership, examines more than 200 problem symptoms covering eight vehicle components. These components, listed in order of frequency of reported problems, include: vehicle exterior; engine and transmission; driving experience; HVAC; audio, entertainment and navigation; features, controls and displays; vehicle interior; and seats. Overall quality performance is determined by the problems experienced per 100 vehicles (PP100), with a lower score reflecting higher quality. 

Model Results by Segment:
In the entry midsize car segment, the new Honda Jazz ranks highest with 104 PP100—achieving the lowest problem count of any model studied in 2008. Two Toyota models–the Yaris (151 PP100) and Vios (158 PP100) follow in the segment rankings.

The Mazda3 (137 PP100) ranks highest in the midsize car segment for a second consecutive year. The Mazda3 is followed in the segment rankings by the new Toyota Corolla Altis (179 PP100), launched at the beginning of 2008, and the Honda Civic (194 PP100).

With a PP100 score of 105, the Honda CR-V ranks highest in the SUV segment for a second consecutive year. The Chevrolet Captiva (139 PP100) ranks second in segment, while the Toyota Fortuner (156 PP100) ranks third.

Among extended cab pickups, the Toyota Hilux Vigo ranks highest for a second consecutive year with 148 PP100, followed by the Nissan Frontier Navara (156 PP100) and the Toyota Hilux Prerunner (158 PP100).

In the Pickup Double Cab segment, the Toyota Hilux Vigo Prerunner (161 PP100) ranks highest for a second consecutive year, closely followed by the Isuzu D-Max Hi-Lander (163 PP100) and the Nissan Frontier Navara (168 PP100).

Industry Findings:
Overall initial quality in Thailand averages 161 PP100 in 2008, improving by 24 points from 2007. The most frequently reported problems include excessive wind noise; poor radio reception; air from vents smells moldy/stale; difficult to get into gears (for models with manual transmissions); and vehicle pulls noticeably.

“These are recurring problems for Thai vehicle owners, who also report these issues as being the most inconvenient to experience,” said Loic Pean, country manager at J.D. Power Asia Pacific, Singapore. “As such, it is critical for manufacturers to pay close attention to the voice of the customer, and to make serious efforts to remedy these key quality problems.”

The study finds that 62 percent of customers who say they are “pleased” or “delighted” with their overall vehicle quality (providing ratings of eight or higher on a 10-point scale), said they “definitely would” recommend the model they purchased, compared with only 39 percent of customers who report being “disappointed” or “indifferent” (providing ratings of seven or below.) Similarly, 49 percent of customers who report being “pleased” and “delighted” say they “definitely would” repurchase the same make, while only 29 percent of “disappointed” and “indifferent” customers say the same.

“Initial vehicle quality can have a considerable impact on both customer retention and customer acquisition,” said Pean. “Therefore, it is of utmost importance for local manufacturers to pursue efforts to raise quality for locally produced vehicles in order to sustain their growth momentum.”

The 2008 Thailand IQS Study is based on evaluations from 3,793 owners who purchased their new vehicle between October 2007 and June 2008. The study includes 65 different passenger car, pickup truck and utility vehicle models covering 11 different makes. The study was fielded between April and August 2008.

The IQS study is one of four consumer-based studies that J.D. Power Asia Pacific conducts in Thailand. The 2008 Thailand Customer Satisfaction Index Study (CSI), which measures authorized dealer after-sales service in Thailand, was released in June. The 2008 Thailand Sales Satisfaction Index Study (SSI), which examines the new-vehicle sales process, was released in July and the 2008 Automotive Performance, Execution and Layout (APEAL) Study, measuring what excites and delights owners about their new-vehicle’s performance and design, will be released in December.

Courtesy: J.D. Power and Associates

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Posted by Naresh Koshti on 27 November, 2008 8:03:33 AM IST #