J.D. Power Releases 2013 Avoider Study


J.D. Power and Associates - January 16, 2013

The study, now in its 10th year, exam­ines the rea­sons con­sumers do not con­sid­er— or avoid — par­tic­u­lar mod­els when shop­ping for a new vehi­cle.

Learn more of what the study indi­cates shop­pers look for.

As vehi­cle reli­a­bil­i­ty improves across the indus­try, new-vehi­cle shop­pers now con­sid­er an aver­age of 3.3 vehi­cles in 2013, com­pared with 3.1 in 2012 and 2.9 in 2010. Addi­tion­al­ly, few­er shop­pers (21%) in 2013 pur­chased their vehi­cle with­out cross-shop­ping oth­er mod­els, com­pared with 26 per­cent in 2012 and 29 per­cent in 2010.

The study finds that only 17 per­cent of new-vehi­cle shop­pers avoid a mod­el due to its rep­u­ta­tion for reli­a­bil­i­ty, com­pared with 19 per­cent in 2012 and 21 per­cent in 2009. Not only has the per­cep­tion of reli­a­bil­i­ty and depend­abil­i­ty improved, but also the actu­al qual­i­ty of vehi­cles has improved, as the aver­age num­ber of prob­lems per 100 vehi­cles (PP100) after three years of own­er­ship has decreased to 132 PP100 in 2012 from 170 PP100 in 2009.

“Improved actu­al and per­ceived reli­a­bil­i­ty has lev­eled the play­ing field, allow­ing many man­u­fac­tur­ers to be con­sid­ered among new-vehi­cle shop­pers that may not have been con­sid­ered in the past,” said Jon Osborn, research direc­tor at J.D. Pow­er and Asso­ciates. “Fac­tors, such as gas mileage, styling and com­fort, play an impor­tant role in the deci­sion-mak­ing process. The study find­ings sug­gest that mar­ket­ing a brand image is just as impor­tant as build­ing reli­able vehi­cles.”



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