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Toyota Is First and Honda and Hyundai Tie for Second in the 2004 J.D. Power "Initial Quality" Ranking: Complaints Down
Auto on Info May 2004
Toyota Is First and Honda and Hyundai Tie for Second in the 2004 J.D. Power "Initial Quality" Ranking: Complaints Down
Toyota Motor Sales, U.S.A. is the first and American Honda Motor Co. and Hyundai Motor America tie for second in J.D. Power's "initial quality" ranking.1,2 Also, overall the number of complaints by respondents is down.1,2
J.D. Power's "initial quality" survey counts complaints that consumers have with their new vehicles in the first 90 days of ownership and may be the most trivial of all auto-related surveys. The value, if any, that it may have rests in the fact that if a manufacturer's rank plunges and complaints skyrocket, it may signal an inattentiveness to quality in general.
On the other hand, its shortcomings are several:
1. Most people own a vehicle for more than 90 days; even owners of GM vehicles hang on to them for more than 3 months.
2. A high 90-day Power rank, by itself, may tell the consumer next to nothing. A manufacturer with such a rank may have specifically targeted those kinks in the manufacturing process that produce complaints in the first 90 days, but may have done nothing to improve reliability over three years or five years or eight years or to improve any other important measure of quality.
3. Individual ranks may be misleading. General Motors Corporation has a 2004 90-day Power score that was fifth best among major auto sellers in North America1,2; however, its 1995-1999 Reliability Percentrank average of .30 is the second worst of all North American sellers for which data are available. Furthermore, among lines, the Cadillac brand has the second best 2004 90-day Power score,1 but its Reliability Percentrank average chart with extrapolation is one of the most dismal of all lines, if not the most dismal. This chart is given below.
The North American news media's embrace of the 90-day Power scores may well reflect something of a desperation for good news from the rust belt of North America.
Nonetheless, Toyota and Honda's dominance of the 90-day Power ranks helps to buttress - albeit very little or very, very little - the automotive excellence of these manufacturers. This excellence is likely best summed up in the following tables.
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1"Toyota Remains on Top in Vehicle Quality, but Koreans Make Big Gains," Associated Press, accessible at http://www.detnews.com/2004/autosinsider/0404/28/autos-136648.htm
2"Hyundai Surges in Quality Rankings," Wall Street Journal, April 29, 2004, p. D4
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Auto on Info Standings for Selected Search Phrases on Auto News
Site Rank in Results for Search Phrase Car Quality News Site Rank in Results for Search Phrase Auto Quality News Site Rank in Results for Search Phrase Auto News First by Yahoo! Search from 5,230,000 results First by Yahoo! Search from 3,510,000 results Thirty-ninth by Yahoo! Search from 37,600,000 results First by MSN Search from 1,110,112 results First by MSN Search from 716,283 results Fifteenth by MSN Search from 7,682,302 results Fifteenth by Google from 3,730,000 results Tenth by Google from 2,400,000 results Eightieth by Google from 7,450,000 results Standings are as of 14/03/2004.
