Problems with vehicles in Thailand are declining in most key segments, but new vehicle owners are increasingly reporting design-related deficiencies, such as audio, communication, entertainment and navigation, according to the market research firm JD Power.
Problems per 100 vehicles (PP100) declined to 70 this year from 83 in 2017, with the biggest improvement in the exterior and engine/transmission categories, according to the JD Power 2018 Thailand Initial Quality Study.
"It is noteworthy that the proportion of manufacturing defects has decreased to 44% of all problems in 2018, compared with 61% last year," it said. Lower PP100 scores indicate a reduced incidence of problems and, therefore, higher initial quality.
The study also found that 51% of all problems experienced by new-vehicle owners are design-related, compared with just 18% in 2017. Among the problems reported by owners were difficulties with poor or no radio reception, cup holders that are difficult to use, air-conditioning failing to reach or maintain the desired temperature, and noisy brakes.
Among the top five problems reported (PP100 scores in parentheses), three are manufacturer-related and two are design-related. The most frequently cited manufacturer-related problems are excessive wind noise from around the vehicle (5.8), unpleasant interior smell (3.2), and abnormal suspension noises (1.8). The top design-related problems are radio with poor or no reception (8.5); and cup holders being difficult to use (3.9).
First-time new-vehicle owners report fewer problems than repeat buyers (68 versus 74 PP100, respectively), the study added.
Good product quality improves the likelihood that owners will promote the brand, according to JD Power. It compiles a Net Promoter Score by asking customers to say how likely they were to recommend both their vehicle make and model, on a scale of 0-10. The overall NPS score this year was 52. Promoters (new-vehicle owners who provide a rating of 9-10 points) reported 61 PP100, compared with 121 PP100 reported by detractors (those who provide a rating of 0-6 points).
CATEGORY LEADERS
By category, the Toyota Yaris Ativ ranked highest in the compact segment with a score of 62 PP100. Mazda2 (53 PP100) led the entry-level midsize segment and Honda Civic (54) topped the midsize segment.
Mitsubishi Pajero Sport (63) led the large SUV segment and Chevrolet Colorado X-Cab (68) ranked highest in the pickup extended-cab segment. Ford Ranger Hi-Rider D-Cab and Toyota Hilux Revo D-Cab (63 each) ranked highest in the pickup double-cab segment.
The Thailand survey was based on responses from 5,106 owners who purchased new vehicles from September 2017 through September 2018. It covered 13 brands that include 74 passenger car, pickup and utility vehicle models.
"As reflected by the narrowed defect problem gap across the industry, manufacturers have demonstrated their commitment to improving the build quality of their vehicles," said Siros Satrabhaya, regional director of the Automotive Practice at JD Power.
"Despite these improvements, there are still opportunities to focus on improving design quality, particularly with advanced control and display interface features, so that functions are easier to understand and operate.
"Dealership staff play a critical role in bridging the knowledge divide by offering customers comprehensive explanations."
