Salespeople play a critical role in reducing the number of problems owners experience with their new vehicle, according to the J.D. Power 2015 Malaysia Initial Quality Study SM (IQS).
As automakers continue to add features, specifically entertainment and connectivity technology, to their vehicles, it is critical that salespeople explain to customers during the delivery process all the features and how they work. By familiarizing customers with their vehicle’s technology, salespeople can significantly reduce the number of problems owners experience with their vehicle.
The study finds that when the salesperson provides a comprehensive explanation of the vehicle and its features, owners report less problem in contrast when salespeople do not provide an explanation, or provide only a partial explanation.
“With all of the new content automakers are putting in their vehicles, it is absolutely critical for salespeople to provide a comprehensive explanation of the vehicle, including a test drive, to make sure the customer fully understands how to operate all of the technology, as well as all of its benefits,” said Rajaswaran Tharmalingam, country head, Malaysia, J.D. Power.
“The technology may work exactly as it’s designed, but if the customer doesn’t know how to use it or has difficulty using it, they will likely deem it a problem. The salesperson can greatly reduce those problems by simply spending time with the customer during the delivery process going through the vehicle’s operations and its accessories,” he added.
He also noted that, despite the importance of the test drive, only 59% of customers in Malaysia took one during their shopping process. On average, customers who took a test drive report less problem compared to those who did not take one.
“The test drive is critical to help shoppers experience the vehicle, which helps manage their expectations during the ownership lifecycle,” said Tharmalingam.“Quality and reliability are among the top purchase decision factors when selecting a vehicle, and problems experienced in the first 6 months of ownership can have an effect years later when it’s time for customers to replace their vehicle.”
The study, now in its 13th year, measures problems experienced by new-vehicle owners during the first two to 6 months of ownership. The study examines more than 200 problem symptoms covering 8 vehicle categories: vehicle exterior; driving experience; features/ controls/ displays; audio/ entertainment/ navigation; seats; HVAC; vehicle interior; and engine/ transmission. Lower scores indicate a lower rate of problem incidence and, therefore, higher initial quality.
KEY FINDINGS
• SUV owners report the fewest number of problems with their vehicle, while compact owners report the highest number of problems.
• By category, the highest number of reported problems is in driving experience while the fewest problems are in seats.
• Excessive wind noise remains the most frequently cited problem. The second most frequently cited problem is noisy brakes, followed by floor mats that won’t stay in place.
2015 Malaysia IQS Study Rankings
Among the 41 models examined in the study, 2 Honda models, 1 Perodua and 1 Toyota model rank highest in their respective segments.
The Honda City ranks highest in the entry midsize segment and the Honda CR-V ranks highest in the SUV segment. The Perodua Axia ranks highest in the compact segment, while the Toyota Avanza ranks highest in the MPV/ Van segment for the 6th consecutive year.
The 2015 Malaysia Initial Quality Study (IQS) is based on responses from 2,622 new-vehicle owners who purchased their vehicle between August 2014 and June 2015. The study includes 41 passenger car, pickup and utility vehicle models of 15 brands. The study was fielded from February through August 2015.
