Automotive Insights from Frank Hanley, senior director of auto benchmarking at JD Power
As elevated prices continue to strain household budgets and reduce purchasing power, vehicle shoppers are no exception to the financial pressure. High interest rates and challenging market conditions significantly affect affordability, forcing consumers to be more selective when choosing their next vehicle. Consequently, buyers shopping for mass market or premium vehicles are meticulously researching their options, placing particular importance on quality as a key factor in this major investment decision.
Vehicle manufacturers who can meet buyer expectations for new vehicle quality and promote a low-problem experience can pave the way for strong customer satisfaction and lasting loyalty.
This is clearly illustrated by the effect on Net Promoter Scores® (NPS)[1] when problems are experienced in the first 90 days of ownership. Problem-free vehicles achieve high scores (90 for mass market, 91 for premium on a scale of -100 to 100). However, when owners have problems during this early period of ownership, these scores plummet (76 for mass market, 75 for premium), demonstrating the negative effect of early quality issues on customer sentiment and brand reputation.
With the high stakes of new-vehicle quality so apparent in customer satisfaction and brand loyalty, what steps can marketers take to proactively build a strong reputation among new and existing buyers?
Quality: A Core Driver for Vehicle Buyers
Quality is a key motivator for buyers of both premium and mass market vehicles. Premium buyers, often investing significantly more, understandably hold high quality expectations, where even minor issues like items being difficult to use or material defects can lead to significant dissatisfaction.
Quality is also a primary motivation for buyers of mass market vehicles. Early quality issues or defects damage the brand’s reputation among mass market buyers, who may have concerns then about the vehicle’s long-term durability.
Marketers at premium and mass market brands can tailor campaigns to address the expectations of shoppers by highlighting their commitment to delivering high-quality vehicles and integrating third-party credibility initiatives into their marketing strategies.
Making quality a focal point of marketing campaigns can ease customer worries, enhance competitive differentiation and demonstrate value during the buying process.
Quality as a Differentiator: Actionable Marketing Insights
Given the critical importance of quality for both premium and mass market buyers, marketers can take proactive steps like:
- Empower Customers with Educational Materials
Providing accessible resources, such as guides, videos and expert tips on how to use complex features and optimize vehicle performance, can position the brand as a trusted partner within the first 90 days. This proactive approach not only enhances the ownership experience but also subtly reinforces the inherent quality of the brand by emphasizing usability and preventive care.
- Be Proactive with Reputation Management
While preventing all issues is impossible, proactive communication and resolution are key. Brands that swiftly address problems can mitigate damage to their reputation. Utilizing social listening tools to monitor online mentions allows for quick responses to negative feedback. Furthermore, providing excellent customer service with easy contact methods and reducing the burden of repairs (e.g., offering free loaner vehicles) demonstrates a commitment to customer satisfaction.
- Focus on Vehicle Quality in Marketing Materials
Mass market and premium buyers desire high-quality vehicles. Marketers can use that information to their advantage and highlight a vehicle’s quality in advertisements and customer communications. Providing evidence to support marketing claims, such as awards won by the brand for its high-quality vehicles, adds credibility that customers look for.
Final Thoughts
In today’s competitive automotive landscape, quality has become one of the highest priorities for new vehicle shoppers. By centering marketing strategies around quality and providing transparent, supportive communication, automakers can not only meet but exceed customer expectations. In doing so, brands can stand out from the competition and build stronger customer loyalty.
Discover which automakers and models will be awarded for new vehicle quality in their respective segments on June 26 with the release of the JD Power 2025 U.S. Initial Quality StudySM (IQS). In the meantime, learn more about IQS, which provides insights into problems experienced within the first 90 days of new vehicle ownership, by clicking here.
[1] Net Promoter System®, Net Promoter Score®, NPS®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.