NEW YORK, NY, USA - Forbes, by Dan Lienert -19.05.05
The auto executives say "do not respond to a review only," especially when asked why their cars did such bad shape in a particular study on quality by JD Power and Associates.
The study measured 135 properties, across nine categories, the products of these brands, including: ride comfort, steering, braking, engine, transmission, and a wide range of quality problems reported by vehicle owners. The 2005 IQS is based on responses from more than 62,000 purchasers and lessees of new cars 2005 models, which were examined after 90 days from the date of purchase.
The study on this year, BMW improved by his elevation to third in the degree of IQS (reliability) of the mark, with 95 problems per 100 vehicles. Last year, the company was in ninth place. Mercedes took the fifth-place (along with GM's Cadillac), after finishing eighth last year.
These could be great news for both luxury brands in Germany, BMW and Mercedes Benz, considering their reputations for reliability of the vehicle are implied.
In March, Mercedes began a global recovery that affects 1.3 million cars. Consumers predicted in "degrees of reliability", and reports assigned "poor" - the lowest on its scale - the new cars Mercedes CLK-Class, E Class, S Class and SL-Class, BMW sedans and the new series 5 and 7.
But how can help IQS improvements, a brand like Mercedes, to compensate for this reputation? Will they help at all? "I think [Mercedes] probably damaged brand, "said Philip Guziec, Morning Star analyst covering Daimler, in a telephone interview." It is like going from eighth to fifth will increase sales dramatically or eliminate these problems. "In a telephone interview a BMW spokesman disagreed: "Some are good, these results., and add to it, the momentum in sales of BMW brand." Asked to switch to BMW such improvements in the IQS, the spokesman said, "I do not think can be lowered. Our commitment is total, we continue working to improve quality. "Guziec that improvements should continue.
Mercedes, is" likely to maintain or improve its quality. They knew the problem, and knew the risk to the brand. Expected to look after it and not make mistakes. "However, he said, improvements in quality could generate news headlines, but do not mean much in company funds." The effect of the title could be more significant that the real effect on drivers of cars, "concludes the expert.
One reason that the effects of the improvements might be hard to quantify is that quality improvements, such as improvements to the reputation of a company take years. As the design changes that lead years after making the decision to see the quality of vehicle and its instruments, and as changes in auto factories. Study
a new car to understand and correct quality problems can take six months to a year. Perhaps the publication of a successful test - saying "we are happy to respond to a review" - could be a necessary step for automotive executives. The acceleration in the delivery of good news, should be a priority in refinishing the tarnished images of BMW and Mercedes Benz.
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