2006 Detroit News / JD Power Domestic Vehicle Avoider Study

[Proetus]

What Detroit can do to win back car buyers

Complete study on domestic vehicle avoiders (pdf)

Concerns about quality and reliability are the prime reasons that consumers avoid vehicles built by General Motors Corp., Ford Motor Co. and the Chrysler Group of DaimlerChrysler AG, according to an exclusive study conducted for The Detroit News by J.D. Power and Associates.

The News study found that despite making significant improvements in quality, the Big Three still suffer from the perception that their products are inferior to those made by Asian competitors.

While 83 percent of the 500 consumers polled said they will consider buying or leasing an American-branded car or truck in the next 24 months, only 49 percent said they would "most likely" purchase a vehicle built by GM, Ford or Chrysler.

And of the 18 percent polled who avoid American brands entirely, the most influential concerns were about reliability, poor quality, resale value and fuel economy.

continues...

[1931Chevy]

Quality-wise, I have no problem with GM cars or Fords. But we just bought a new Suzuki XL-7 midsize SUV, instead of a Chevrolet Equinox, because of its really attractive styling," says Gene Wingo, next to the vehicle at his home in Keller, Texas. His 2005 Acura TL is in the garage.

My good sir you are driving a GM vehicle

[osv_alero]

People are amazingly stupid, aren't they.

[j_granlund]

Originally Posted by osv_alero

People are amazingly stupid, aren't they.

i think that's saying it way to nicely.

[Ach]

There is another important phenomenon that this article doesn't touch upon, and that is image perception. I know so many people who won't buy American just because it's not "cool" to be seen in an American car. That's why horrid reliability has not hurt sales of M-B and BMW in this country- they maintain their image as being upscale notwithstanding the problems, while domestics continue to be seen as "cheap" and downmarket even as their products are proven to be of quality. So the domestics really have to wage war on two fronts.

[genjy]

Originally Posted by Ach

There is another important phenomenon that this article doesn't touch upon, and that is image perception. I know so many people who won't buy American just because it's not "cool" to be seen in an American car. That's why horrid reliability has not hurt sales of M-B and BMW in this country- they maintain their image as being upscale notwithstanding the problems, while domestics continue to be seen as "cheap" and downmarket even as their products are proven to be of quality. So the domestics really have to wage war on two fronts.

Or that American cars' styling (specifically GM's and DCX's) doesn't do it for many people.

Japanese cars have a distinctive Japanese-car look, like how German cars have their looks, and American cars have their own. Some people just prefer a type of automotive styling or interpretation over another.

[howpeculiar]

Several years back I had a very fierce arguement with a lady that would not believe her escalade was a Tahoe/Yukon twin. And that is with a vehicle that looks IDENTICAL! With a few little changes, a lot of the buying public is so uneducated, they can't see which vehicles are related. Had a Chevrolet Salesman try to tell me that the Silverado interior was made of better quality plastics material than the Sierra (in 99 at Paradise Chevrolet in Temecula CA, avoid that place if they haven't changed...). On to the perception problems, I see it, hear it, feel it everyday. I have tried to convert several people over the last few years, and have gotten a few GMT800's sold to buyers that didn't even consider buying American. When you present real numbers to people, concerning fuel economy, purchase cost, quality standards, and reliability, most still will go with their emotions.

[markusername]

The quality issue has been dealt with and is very close now. However a very legitimate reason people have for avoiding American cars is the resale value.

This was behind only the 'quality' issue in the survey. Quality has improved and it will show up in a few years as the perception of quality matches actuals.

However, unless GM does something about residual values, this is a very legit reason for avoiding their cars. This is one point that you can not argue with an import fan.

[chakis24]

Originally Posted by 1931Chevy

My good sir you are driving a GM vehicle

he says flat out the reason he bought the suzuki was for styling and nothing else.