Mercedes-Benz enjoys a higher level of customer satisfaction than any other automobile brand. This is confirmed by a large-scale survey conducted by the world-renowned J.D. Power and Associates Index on the satisfaction of car buyers. Mercedes-Benz took first place among all car brands in this study. The Mercedes-Benz C-Class and the CLK also headed their respective categories. This means that Mercedes-Benz drivers are the most satisfied motorists in Germany.
J.D. Power examines the satisfaction of car owners at regular intervals on the assumption that customers know best. This is the second year the study has been carried out online, and included 16,330 drivers in Germany to ascertain their experience with their cars for the J.D. Power 2010 Vehicle Ownership Satisfaction StudySM. To qualify for the survey, respondents had to have been driving their current model for around two years, covering approx 34,000 kilometres. The cumulative driving experience thus totalled over 500 million kilometres. Assessment criteria were quality, reliability, attractiveness, service and maintenance costs, in order to obtain a reliable overview of the individual cars’ strengths and weaknesses.
The J.D. Power Vehicle Ownership Satisfaction Study (VOSSSM), which is a recognised source of reference for people planning to buy a car, covered more than 100 models, divided into nine categories. Mercedes-Benz took first place among all brands. The C-Class and the CLK topped their respective segments.
Dr. Joachim Schmidt, Executive Vice President Mercedes-Benz Cars Sales and Marketing: “We want to please our customers with our products, but naturallyalso with our customer care and service.It is pleasing to see that we have shown improvement in all areas and in different markets. It is no coincidence that inspiring customer care and quality which can be experienced in all areas are key elements of the Mercedes-Benz brand positioning – and this result confirms our work”.
The latest forecasts from independent market researchers on the topic of resale value round off the positive picture for premium automobile brand Mercedes-Benz, with four models indicating the lowest losses of value in their respective segments. The E-, C-, S- and R-Class thus emerge as the top-value investments in 2010. Mercedes-Benz vehicles are revealed as the most reliable options offering the best value retention overall – an important economic advantage.
In the current quality study conducted by market research institute J.D. Power and Associates for the American market, Mercedes-Benz achieved the best result since 1990. The IQS study (“Initial Quality Study”) assessed the as-delivered quality of vehicles from model year 2010 after 90 days.
“The quality of our vehicles is at an all-time high. An independent survey for the US market has now confirmed what our internal analyses and European studies have been showing for some time now,” noted Dr. Thomas Weber, member of the Board of Management with responsibility for Group Research and Mercedes-Benz Cars Development at Daimler AG, in response to the findings of the current IQS study (“Initial Quality Study”) conducted by J.D. Power. The study surveyed US customers with vehicles from model year 2010.
Mercedes-Benz has achieved a further marked improvement in comparison to 2009, rising by three places in the brand ranking to 3rd place. This is the best IQS result for Mercedes since 1990. Particularly gratifying is the showing by the C-Class, which took first place in the premium entry-level segment. The new E-Class got off to an excellent start in both its saloon and coupé versions, notching up a second place, as did the facelifted S-Class.
Two Mercedes-Benz plants among the top 3 in Europe/Africa.
It is not only Mercedes-Benz’s models which fare well in the J.D. Power study. The production plant in East London/South Africa tops the production plants both worldwide and in the Europe/Africa country category. The plant receives the J.D. Power Platinum Plant Quality Award for its first place – the highest distinction available from the market researchers. The South African plant already topped its country category back in 2009, scooping the Gold Plant Quality Award. The Mercedes-Benz plant in Sindelfingen also ranked among the top 3 for 2010 in Europe/Africa. The brand’s largest car production plant worldwide claimed this year’s J.D. Power Bronze Plant Quality Award.
About the study: The IQS study is based on the responses from around 82,000 buyers and lessees of new vehicles from model year 2010. It was conducted 90 days after delivery of the vehicles. The questionnaire covers 228 questions/problem areas from the categories exterior, driving experience, equipment/operation/displays, audio/entertainment/navigation, seating, heating and air conditioning, interior and engine/transmission.
Domestic auto brands, as a whole, have demonstrated higher initial quality than import brands for the first time, according to the J.D. Power and Associates 2010 U.S. Initial Quality Study(SM) (IQS) released today. The study has been conducted annually for the past 24 years.
Overall, the industry average for initial quality is 109 problems per 100 vehicles (PP100) in 2010, increasing slightly from 108 PP100 in 2009. However, initial quality for domestic brands as a whole has improved by 4 PP100 in 2010 to an average of 108 PP100—slightly better than the initial quality of import brands, which averages 109 PP100 in 2010.
Substantial improvements by many domestic models—including the Ford Focus, Ram 1500 LD and Buick Enclave—drive the overall improvement of domestic automakers in 2010. In particular, initial quality of Ford models has improved steadily for the past nine years. In addition, as a corporation, Ford Motor Company (including Volvo) has 12 models that rank within the top three in their respective segments in 2010—more than any other corporation. General Motors Company has 10 models that rank within the top three in their segments.
Initial quality performance demonstrated by U.S. brands in 2010 contrasts sharply with consumer sentiment from one year ago. According to data collected by the J.D. Power Web Intelligence Division between May and July 2009, much of the online consumer discussion about automotive quality centered around the difficulties U.S. automakers were facing, and perceptions that these problems were largely caused by poor product quality.
“Domestic automakers have made impressive strides in steadily improving vehicle quality, particularly since 2007,” said David Sargent, vice president of global vehicle research at J.D. Power and Associates. “This year may mark a key turning point for U.S. brands as they continue to fight the battle against lingering negative perceptions of their quality. However, there is still a long road ahead, and domestic manufacturers need to consistently prove to consumers that they can produce models with quality that equals or beats that of the import brands. Achieving quality comparability is the first half of the battle; convincing consumers—particularly import buyers—that they have done this is the second half.”
According to J.D. Power’s Web Intelligence Division, online consumer conversations about vehicle quality have recently shifted to a more concrete tone. In 2010, consumers are more often discussing quality as it applies to their own personal vehicle purchase decisions, rather than how domestic brands overall are affected by perceptions of low quality.
Initial quality of new models and major redesigns continues to improve in 2010, led by new launches from Ford, Honda, Lexus, Mercedes-Benz and Porsche.
The all-new Honda Accord Crosstour and the redesigned Ford Mustang, Ford Taurus and Lexus GX 460 each rank highest in initial quality in their respective segments. The Ford Fusion, Mercedes-Benz E-Class Coupe and Sedan and Porsche Panameraalso launch with notably high initial quality levels.
Historically, newly launched models have incurred substantially more quality problems than carryover models, on average. However, more than one-half of all models launched during the 2010 model year perform better than their respective segment averages. Furthermore, 12 all-new and redesigned models rank within the top three in their respective segments. Meanwhile, initial quality of carryover and freshened models has declined for the 2010 model year.
“With automakers committing huge budgets for the design, engineering, production and marketing of all-new models and major redesigns, hitting the quality mark out of the gate is critical,” said Sargent. “Getting initial quality right on model launches can serve dual purposes for automakers—boosting profitability and also inspiring consumer confidence in the overall quality of their models. Having a strong quality image is essential for automakers to be able to compete in today’s market—both in the U.S. and around the globe.”
The Initial Quality Study serves as the industry benchmark for new-vehicle quality measured at 90 days of ownership. The study is used extensively by manufacturers worldwide to help them design and build better vehicles and by consumers to help them in their vehicle purchase decisions. Initial quality has been shown over the years to be an excellent predictor of long-term vehicle durability, which directly impacts consumer purchase decisions. The study captures problems experienced by owners in two distinct categories—design-related problems and defects and malfunctions.
2010 IQS Ranking Highlights
Porsche leads the overall nameplate rankings, averaging 83 PP100. Following in the rankings are, respectively, Acura (which moves from 14th rank position in 2009 to second in 2010), Mercedes-Benz (which improves from sixth rank position in 2009 to third in 2010), Lexus and Ford (which moves into the top five for the first time since the inception of the study). MINI posts the largest improvement in 2010, reducing problems by 32 PP100 from 2009.
Toyota’s problem count increases by 16 PP100, moving it from sixth rank position in 2009 to 21st in 2010.
“Clearly, Toyota has endured a difficult year,” said Sargent. “Recent consumer concerns regarding Toyota’s quality are reflected in the nameplate’s performance in the 2010 study. That said, Toyota’s success was built on a well-deserved reputation for quality, and there is little doubt that they will do everything possible to regain that reputation.”
Ford and Lexus each garner three segment awards. Ford captures awards for the Focus, Mustang and Taurus, while Lexus receives awards for the GS, GX and LS models. The Lexus LS has the fewest quality problems in the industry, with just 55 PP100.
Chevrolet, Honda and Toyota receive two awards each. Chevrolet models earning awards are the Avalanche (in a tie) and theTahoe. Honda receives awards for the Accord and the Accord Crosstour, while Toyota receives awards for the FJ Cruiser andSienna.
Also receiving segment awards are: Acura RDX, Cadillac Escalade, GMC Sierra LD (in a tie), Hyundai Accent, Mazda MX-5 Miata, Mercedes-Benz C-Class, Nissan Frontier, Scion xB and Volvo C70.
Assembly Plant Awards
The Daimler assembly plant in East London, South Africa, receives the Platinum Plant Quality Award for producing vehicles yielding the fewest defects and malfunctions. The plant, which averages just 28 PP100, produces the Mercedes-Benz C-Class. Plant awards are based solely on average levels of defects and malfunctions and exclude design-related problems.
Among North and South American plants, the Toyota Motor Corporation plant in Cambridge South, Ontario, Canada, which produces the Lexus RX, achieves the Gold Plant Quality Award.
In the Asia Pacific region, Toyota Motor Corporation’s Kyushu 2, Japan, plant, which produces the Lexus ES, IS and RX, receives the Gold Plant Quality Award.
The 2010 Initial Quality Study is based on responses from more than 82,000 purchasers and lessees of new 2010 model-year vehicles surveyed after 90 days of ownership. The study is based on a 228-question battery designed to provide manufacturers with information to facilitate identification of problems and to drive product improvement. The study was fielded between February and May 2010. Visit the J.D. Power Business Center for additional information on J.D. Power’s automotive research.
2010 Nameplate IQS Ranking – Problems per 100 Vehicles
Porsche 83
Acura 86
Mercedes-Benz 87
Lexus 88
Ford 93
Honda 95
Hyundai 102
Lincoln 106
Infiniti 107
Volvo 109
Industry Average 109
Ram 110
Audi 111
Cadillac 111
Chevrolet 111
Nissan 111
BMW 113
Mercury 113
Buick 114
Mazda 114
Scion 114
Toyota 117
Subaru 121
Chrysler 122
Suzuki 122
GMC 126
Kia 126
Jeep 129
Dodge 130
Jaguar 130
MINI 133
Volkswagen 135
Mitsubishi 146
Land Rover 170
Mercedes-Benz is among the top car manufacturers in terms of the customer satisfaction offered to motorists, the results of a new survey show.
According to the JD Power and Associates/What Car? 2010 UK Vehicle Ownership Satisfaction Study, Mercedes-Benz scored 817 points on a 1,000-point scale.
This left it in fourth place out of the manufacturers included in the research and well ahead of the industry average of 789 points.
Meanwhile, the Mercedes-Benz B-Class took top spot in the MPV category, with the C-Class, E-Class and SLK-Class all securing positions in the top 20 in terms of the individual models in which drivers were most satisfied.
The Mercedes-Benz A-Class and CLK-Class were other model ranges to feature prominently in the full results, alongside the smart fortwo.
Martin Volk, senior research manager at JD Power and Associates, said: “Rising to the top of the manufacturer’s ranking in ownership satisfaction requires a concerted customer focused approach throughout the vehicle life cycle, from the product concept stages to servicing customers during the ownership period.”
According to Mercedes-Benz, the B-Class combines impressive versatility with eye catching looks.