Problem-Free Ownership Experience Drives Vehicle Brand Loyalty, J.D. Power Finds
Acura Ranks Highest in Vehicle Dependability; Ford and Toyota Each Receive Two Model Awards
MEXICO CITY: 22 Nov. 2017 — A problem-free experience in the first three years of vehicle ownership has a significant effect on intended loyalty to the vehicle brand among owners in both the premium and non-premium categories, according to the J.D. Power 2017 Mexico Vehicle Dependability StudySM (VDS).
The study, now in its third year, measures problems experienced during the past 12 months by original owners of vehicles in Mexico after 12-36 months of ownership. The study examines 177 problems across eight categories: engine and transmission; vehicle exterior; driving experience; features/controls/displays; audio/communication/entertainment/navigation (ACEN); seats; heating, ventilation and cooling (HVAC); and vehicle interior. Overall dependability is determined by the number of problems experienced per 100 vehicles (PP100), with a lower score reflecting higher quality.
“It’s interesting to see how in-car technology is being embraced and how it affects owners’ impressions of their vehicle,” said Gerardo Gomez, Senior Director and Country Manager at J.D. Power de México. “For example, problems with Bluetooth pairing and other connectivity issues have increased significantly in Mexico since 2016. They have also been common problems in other markets and have become the number one problem for vehicle owners in Mexico this year. In our internet-connected world, automakers need to ensure this functionality isn’t a headache for drivers on the go.”
Other key findings of the study include:
- Loyalty and advocacy directly related to vehicle dependability: Similar to owner experiences measured in the J.D. Power 2017 Japan Vehicle Dependability Study,SM and consistent with the 2016 Mexico Vehicle Dependability Study, intended loyalty among owners in Mexico is very high when no vehicle problems are experienced; in 2017, this includes 80% of premium owners and 70% of non-premium owners. When these owners experience even one problem, loyalty declines by 14 percentage points and 17 percentage points, respectively. This illustrates that providing a problem-free experience is critical for manufacturers to foster loyalty.
- Interior continues to be problematic: The most frequently reported problems for a third consecutive year are in the interior category (+ 0.6 PP100 to 25.9 in 2017), followed by driving experience (+ 2.6 PP100 to 23.8 in 2017) and exterior (+ 0.6 PP100 to 21.8 in 2017) categories.
- Fuel efficiency is increasingly important for vehicle buyers: Owners of premium and non-premium vehicles alike rate their satisfaction with fuel economy as relatively poor. Among reasons for purchasing that are measured in the study, 37% of owners indicate fuel efficiency is important, making this a critical area for automakers to focus improvement.
Acura ranks highest in vehicle dependability with a score of 59 PP100. GMC ranks second with 62 PP100, followed by BMW with 72 PP100. The overall industry average is 147 PP100, a decline from 137 PP100 in 2016.
The 2017 Mexico Vehicle Dependability Study (VDS) is based on the evaluations of 9,950 interviews with owners in Mexico who purchased their vehicle from March 2014 through June 2016. The study was fielded from March through August 2017.
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J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer.
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