| The importance of the vehicle's quality cannot be | | | | also conducting vehicle quality research in other |
| overemphasized. Though there are changing | | | | markets around the globe including China, France, |
| consumer expectations, quality is still the topmost | | | | Germany, India, Indonesia, Japan, Malaysia, |
| priority. Recently, J.D. Power and Associates | | | | Philippines, Taiwan, Thailand, the United Kingdom |
| conducted this year's South Africa Initial Quality | | | | and the United States. |
| Study (IQS). Said study gave Honda and Toyota | | | | "Continued quality improvements have caused |
| combined 6 initial quality model awards. | | | | consumers to focus increasingly more attention |
| Honda car accessories and parts contribute | | | | on soft quality issues, or vehicle design-related |
| significantly to the durability factor of the | | | | problems, rather than solely on a more traditional |
| automaker's vehicles. This is also true with Toyota | | | | view of quality characterized by defects and |
| accessories and auto parts. These two | | | | malfunctions," said Brian Walters, senior director of |
| automakers are now making a big leap in the | | | | J.D. Power and Associates Europe, Middle East and |
| global auto market primarily because of the quality | | | | Africa operations. |
| they are delivering to the auto enthusiasts. | | | | IQS problem symptoms were further classified |
| This year, South Africa Initial Quality Study was | | | | into 2 dimensions: defects/malfunctions and |
| entirely redesigned to more exactly examine | | | | design-related problems. Brands that have fewest |
| consumer attitudes toward quality. It is now | | | | defects/malfunctions include Audi, BMW, Honda, |
| based on a representative sample of more than 9 | | | | Mercedes-Benz and Subaru. Further, those that |
| 600 new-vehicle owners who purchased their | | | | have fewest design-related problems include Audi, |
| vehicles between December 2005 and April 2006. | | | | Daihatsu, Honda, Subaru, Toyota and Volvo. |
| The study delved into the problems encountered | | | | Walters explained," To satisfy owners and fully |
| by auto customers during the first three to seven | | | | understand consumer perceptions of quality, |
| months of ownership. It examined 228 individual | | | | manufacturers must consider both dimensions of |
| problem symptoms in nine categories: vehicle | | | | vehicle quality. For instance, BMW models, along |
| exterior; the driving experience; features/controls | | | | with those from Honda and Mercedes-Benz, have |
| displays; audio/entertainment/navigation; seats; | | | | among the fewest defects/malfunctions. Yet, |
| heating, ventilation and air conditioning (HVAC); | | | | BMW's approach to features/controls/displays |
| vehicle interior; engine/transmission; and other | | | | often creates some problems for customers, |
| problems. All problems are identified as the | | | | which ultimately contributes to more overall |
| number reported per 100 vehicles (PP100). Lower | | | | design-related anomalies when compared with |
| scores signify fewer problems and therefore of | | | | Honda and Mercedes-Benz." |
| better quality. | | | | BMW parts accessories, on the other hand, are |
| IQS was launched in the United States in 1987. | | | | also aimed at enhancement. This is designed by |
| Since its introduction, it has been recognized as an | | | | the automaker to promote better quality and |
| authority in the examination of auto quality. Aside | | | | reliability. |
| from South Africa, J.D. Power and Associates is | | | | |