US Automakers Outperform Imported Vehicles in J.D. Power Study

Strategic Insights -

US automakers, including Ford Motor Co.'s Taurus and General Motors Co.'s Chevrolet Camaro, have outperformed imported vehicles for the first time since 1997 in J.D. Power & Associates' annual study of vehicle appeal. This shift in market dynamics is significant, as vehicles with high scores in consumer appeal generate faster sales, higher profit margins, and require fewer sales incentives and less marketing, according to Dave Sargent, J.D. Power's vice president of global vehicle research. The study, based on responses from over 76,000 buyers or lessees of 2010 models, found that non-U.S. automakers continue to dominate luxury categories, with Porsche AG maintaining the highest-rated brand for the sixth consecutive year.

Key Takeaways:

  • Ford vehicles topped five segments, the most of any brand in the J.D. Power report, while General Motors Co. models won three segments.
  • Toyota Motor Corp. received the second-lowest ranking for its namesake brand due to its extensive recalls and reputation for making practical cars.
  • Buick, a Detroit-based General Motors Co. brand, was the highest-rated mass-market nameplate in the overall rankings.

*Non-U.S. automakers, including BMW, Daimler AG's Mercedes-Benz, and Volkswagen AG's Audi, dominated luxury categories, with BMW and Mercedes taking first place in two premium-car awards.

  • Jaguar luxury division from Tata Motors Ltd. and Bayerische Motoren Werke AG also finished in the top three.
  • Chrysler Group LLC's Jeep division finished lowest in appeal due to the lack of new products from Auburn Hills, Michigan-based parent company.

Statistics:

  • Over 76,000 buyers or lessees of 2010 models were surveyed between February and May.
  • Respondents were asked about more than 80 attributes, including styling, power, and interior design.
  • Porsche AG had the highest rating for the sixth consecutive year.
  • Toyota Motor Corp. recalled 8 million vehicles globally in the past year for defects linked to unintended acceleration.

Sources:

  • J.D. Power & Associates
  • Euclid Infotech Pvt. Ltd.
  • Syndigate.info
  • Albawaba.com