Domestic Avoider Vehicle Study - JD Powers

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Easy to read through...why shoppers avoid domestic vehicles...

http://detnews.com/graphics/2007/0102jdpower.pdf

[Butz]

The Big 3 got a tough battle ahead of them, and the main antagonist is Perception.

[goochman]

The silver lining in this is Perception can be changed over time - bad quality cannot. If the quality is on par as indicated in many studies the perception can change.

My Tahoe is hitting 95K miles - Ive had 1 issue (lubing the steering shaft - $100) in 5 years. This has been a great vehicle and I can only hope GM puts the same quality parts in all its cars that this Tahoe has gotten.

[mkaresh]

This is a repost.

That said, what I'm seeing in my data is that the domestics still lag, but that the absolute difference probably isn't as large as people think it is. Even with a below-average model these days you still have a good chance of going a few years with few or even no problems.

My initial results:

http://www.truedelta.com/results0906.php

Next results around the end of February. I believe that reporting absolute rather than relative numbers could do a lot to change perceptions, even if the domestics are still behind.

[BlueMontreal]

I hated my '01 cavalier. Cost a lot in repairs, unreliable, poor mpg for it's class... My girlfriend still don't understand why I consider GM for my next buy. The big 2½ ruined theirs reputations with products like the Cavalier. I started to get info on GM when I saw pictures of the Solstice and I believe quality is up. But, if my next buy (probably GM) give half the troubles that my late Cavalier gave me, I swear to never buy GM again.

On the fuel economy front... Those of us who are concern about fuel economy won't consider SUV, where GM beats the Asians. We tend to look for smaller cars. And the big 2½ are behind the competion with the small cars.

[Ming]

Originally Posted by mkaresh

Next results around the end of February. I believe that reporting absolute rather than relative numbers could do a lot to change perceptions, even if the domestics are still behind.

One of the perception problems is the use of the word "imports" when referring only to the cream of the Japanese crop. Are you also including Mitsubishi, Nissan, Suzuki and Mazda? Or is this gap between GM/Ford vs. Toyota/Honda basically? A third of those on your list are Toyota/Honda. There is also only one GM on the list, the HHR. I'm not sure that I would be quick to judge with a list like that.

Need more people here to sign up with your site, I guess. I have, but none of my vehicles meet the limit, I fear.

[jbartley]

ugh, like this is anything new? some crap different day (or article)

perception perception, it takes time folks!

[throwback]

On the fuel economy front... Those of us who are concern about fuel economy won't consider SUV, where GM beats the Asians. We tend to look for smaller cars. And the big 2½ are behind the competion with the small cars.[/quote]

I agree completely. I drive 30k+ miles per year, I need a car that gets great mileage 35+ mpg highway. My options are limited with GM. Especially since I need a usable back seat and I want a car that is fun to drive, with a manual. My SAAB 9-3 has been great and I am looking forward to the 9-1(?). If I needed a new car today GM does not have anything for me. I would buy another 9-3, but not at their current prices. I bought mine during the employee discount sale.

[camaro_freak]

What can American Brands do to earn your consideration?
•more exciting and updated body styles and engine performance/handling
•…re-establish the status of quality, reliability, technology and performance
•quality
•sell for less, better gas and better style, come up with something new

pretty much sums it up right there. If the domestics can hit all of these marks, customers will come back.

otherwise it is going to be a rough road ahead

[throwback]

Originally Posted by camaro_freak

pretty much sums it up right there. If the domestics can hit all of these marks, customers will come back.

otherwise it is going to be a rough road ahead

If you look at the hot selling domestic cars they all fit that bill to one extent or another. My short list; Caliber, 300, magnum, HHR, Solstice, Sky, Corvette.
The DCX trio are still selling well a few years out.

[FStephenMasek]

Again, strong evidence that GM & Ford could and should sucessfully emphasize the high maintenance and service costs of Asian vehicles. The ads might even be quite humorous.

[cfch3399]

Funny, no one avoids the worst cars on the road-the Europeans- because of poor quality.
The answer for the domestics is so simple: beat the Asians in quality and reliability. As long as they keep showing up on these surveys as being not-the-worst, people are going to go for the leader.
The problem with people referring to perception is that then the solution becomes marketing. This is NOT a marketing issue the domestics have, they still need to work on their engineering, parts, and quality.

[pinyon]

I'll just repeat. It's all about great product and patience. If you build it they will come.

[Tim]

Another touchy reason left out is the population mix.

With the amount of imigrants coming to North America you will never convince these people to buy a North American car no matter how good the quality is and how low the cost is. As the population mix swings that way the Big 3 market share will continue to fall as the total market will continue to grow.

Living here in Canada, cities like Toronto and Vancouver with a high foreign population mix, it is hard to find a Big 3 car in these cities. Also the Big 3 dealers do not seem to cater to them. I know if I came here from India I would like to speak to an Indian salesperson. The domestic dealers in my area do not seem to have a good selection of sales people to assist the demographic population in their area.

Just my .02

[93typhoon]

What baffles me is the preference for more exciting body styles out of the US brands. US makes have some of the more visually interesting vehicles around (CTS, HHR, 300, Mustang, etc). Sure there are some duds like the 500 and current Malibu and Ion, but my list of exciting Asian designs is much shorter (G35, Lexus IS). and the best selling Asian design are as boring as vanilla pudding like the Camary and Accord.

I also agree with Ming that Brands like Mitsubishi, Suzuki and Subaru have sub-par quality but get a free pass from the consumer because they are Asian.

Oh well - GM appears to be stressing the correct issues, quality is good, warranty has been improved and design is more of a priority. Now GM needs to get better at telling its story.