Porsche, Toyota Top Power Quality by TCC Team (6/12/2006)
IQS ranks German automaker tops, Hyundai brings it on.
Yet the latest findings by the California-based research firm, Strategic Vision, should give pause to domestic automakers struggling to regain ground from their import rivals. With one mainstream exception, the American victories were limited to low-volume niches. Worse for
A particularly significant indication of this turnaround can be found in the minivan category, noted Dan Gorrell, author of the Total Quality Study, or TQS. Honda’s Odyssey won for the fifth year in a row, “in a segment Chrysler used to always win.”
The simple fact, added Gorrell, is that the “Japanese are attacking the domestics in their truck stronghold,” which doesn’t bode well for American manufacturers heavily dependent on pickups, SUVs, and minivans for the bulk of their profits.
On the flip side, the study suggests that the American brands scan win over motorists with innovative, high-quality products, such as the reborn Dodge Charger, and Saturn’s Vue crossover, both segment winners. Dodge also scored with its Magnum, which stands on its head the conventional industry wisdom that station wagons don’t click with consumers.
The Charger and Magnum, like the sports-car segment winner Chevrolet Corvette Coupe, and Chevy’s HHR, play in relatively low-volume niches. The one strong
Unfortunately, some other recent
In the traditional truck segments,
Gorrell cautioned that his study did not include a string of well-reviewed, recent truck entries from GM, including its redesigned GMC Yukon and Cadillac Escalade SUVs. There is reason to believe that they could fare better in the 2007 Total Quality Study.
Some findings in the ’06 TQS echo the latest Initial Quality Study from J.D. Power & Associates, the best-known of the automotive market research firms. Hyundai showed significant strength in Strategic Vision’s research, though it didn’t match its third-place finish in the IQS.
One area where the two studies clash is over the subject of BMW. Power’s data showed the popular German marque down in the bottom third of 37 brands. Strategic Vision, on the other hand, reported BMW above Lexus,
The TQS also found that another German brand, troubled Volkswagen, has “started to regain its mojo.” VW scored above industry average in the study, but below average in Power’s IQS.
The challenge for brands like VW is similar to that facing
Category winners and ratings
Small Car Honda Civic 871
Small Multi-Function (MFV) Chevrolet HHR 865
Medium Car Ford Fusion 884
Large Car Dodge Charger 906
Near-Luxury Car Lexus IS 919
Luxury Car BMW 7-Series 928
Small Specialty less than $25,000 Mini Cooper 909
Small Specialty greater than $25,000 Chevrolet Corvette(a) 908
Convertible less than $30,000 Mini Cooper Convertible(a) 896
Convertible greater than $30,000 Chevrolet Corvette 912
Minivan Honda Odyssey(a) 876
Small SUV Saturn Vue 870
Medium Crossover Dodge Magnum 880
Medium SUV Toyota 4Runner 878
Large SUV Nissan Armada(a) 907
Near-Luxury SUV Lexus RX 350/400h 904
Luxury SUV Land Rover Range Rover Sport 910
Compact Pickup Toyota Tacoma(a) 849
Large Pickup Honda Ridgeline 885
Heavy Duty Pickup Chevrolet Silverado 2500/3500 870