One more J.D. Power and Associates’ report card showed the Detroit Three automakers catching and, in some cases, surpassing Asian and Europe competitors since the domestic manufacturers, on average, outscored import brands for the first time in 13 years.
The Automotive Performance, Execution and Layout (APEAL) Study received 76,000 consumers’ assessments on about 80 criteria after driving their 2010 model vehicles for three months. Power researchers collected responses between February and May of this year, added the scores and ranked 33 manufacturers on a 1,000-point scale.
The APEAL study is various from J.D. Powers’ Initial High quality Survey, which measures difficulties owners say they experienced in the three months following buying or leasing a vehicle. But both surveys cover the same owners and vehicles.
On typical, 11 domestic manufacturers scored 787 versus 774 for brands affiliated with non-U.S. based manufacturers — the first time domestics outperformed import manufacturers because 1997.
Luxury brands – Porsche, Jaguar, BMW and Mercedes-Benz – captured the top four spots. Higher-priced automobiles score higher, “primarily simply because they are larger, more comfortable, quicker and have more features,” said David Sargent, J.D. Power vice president of worldwide automobile study.
Cadillac slid from third to 10th. Buick edged up from 14th to 13th.
But the biggest improvements came from Ford and Chevrolet. Because Power gives stronger weight to the feedback on high-volume models, those two brands were major contributors to raising the average for all domestic manufacturers.
Just as within the 2009 APEAL study, all three Japanese mass market brands – Toyota, Honda and Nissan — scored below the business average. In this year’s study, Toyota also ranked next to last, just ahead of Jeep.
“The APEAL study is one of numerous factors vehicle buyers ought to believe through,” said Toyota spokeswoman Allison Takahashi. “Other areas worth evaluating consist of durability, emissions, environmental impact, fuel efficiency, resale value and safety ratings.”
Doug Betts, Chrysler senior vice president for high quality, mentioned Chrysler expects much better outcomes subsequent year as it brings a minimum of six new and refreshed versions to market in the subsequent six months, including the 2011 Jeep Grand Cherokee.
“What’s happening here may be the powerful pull from Ford,” mentioned Erich Merkle, an analyst in Grand Rapids.
The 2010 Ford Fusion, Taurus, Flex, Expedition and Explorer Sport Trac received the highest scores in their respective segments, as did the GMC Terrain, Chevrolet Camaro and Avalanche.
“Chevrolet went from 28th place to 18th. All GM brands are above the industry typical,” said Dan Nicholson, GM vice president of worldwide quality. “Cadillac did go down a little, but we are seeing very powerful feedback on our newest versions such as the SRX.”
Quality studies can influence sales. Ford’s U.S. market share via the first half of 2010 has risen to 17% from 15.5% a year earlier, according to Autodata Corp. GM’s share slipped to 19.2% from 19.6% in the same period, but it also closed or sold four of eight brands.
“We are starting to see a resurgence of interest in American brands,” said Aaron Bragman, an industry analyst with IHS Automotive in Northville. “The discussion has moved from quality of item towards the political issue of whether it was worth investing public cash in two of these companies.”