J.D. Power 2023 Study: Quality Concerns Of Indian Vehicle Owners Shift

In the latest J.D. Power 2023 India Initial Quality Study (IQS), the focus on design- and defect-related problems among new-vehicle owners in India has emerged as a key observation. This trend stands in contrast to previous years, where design-related issues typically took precedence.

The study, conducted in partnership with NielsenIQ, reveals that both design- and defect-related problems are now reported almost equally by owners, marking a shift in consumer experiences.

The measure of initial quality in this study is quantified by the number of problems encountered per 100 vehicles (PP100) during the initial six months of ownership, with a lower score indicating higher quality. The industry average remains at 122 PP100, consistent with the findings from 2022.

"Though defect incidences have increased year over year, design-related problems account for seven of the top 10 problems. These are clearly areas of opportunity for manufacturers to improve upon," said Sandeep Pande, lead of the automotive practice in India at NielsenIQ.

Additional insights from the study include the observation that owners aged 30 and younger tend to face more problems with their new vehicles, averaging 136 PP100, which is 14 PP100 higher than the industry average. Furthermore, first-time buyers experience more issues with their new vehicles compared to repeat buyers (131 PP100 vs. 108 PP100, respectively).

The study also highlights the highest-ranking models in various segments:

• Tata Tiago leads the compact segment with 112 PP100.

• Toyota Glanza takes the top spot in the premium compact segment with a PP100 of 102.

• Hyundai Aura claims the highest rank in the entry midsize segment with 109 PP100.

• The Volkswagen Virtus secures the top position in the midsize segment with an 88 PP100.

• The MG Astor emerges as the chief contender in the compact SUV segment with a 71 PP100.

• Volkswagen Taigun takes the lead in the SUV segment with 87 PP100.

• Toyota Innova Hycross ranks highest in the MPV/MUV segment with 83 PP100.

The India Initial Quality Study assesses problems in two distinct categories: design-related issues and defects or malfunctions.

The study covers eight problem categories, including exterior, driving experience, features/controls/displays, seats, audio/communication/entertainment/navigation, heating/ventilation/air conditioning, interior, and engine/transmission.

Based on responses from Seven,198 new vehicle owners who purchased their vehicles from January through October 2023, the study was conducted from July through November 2023. NielsenIQ conducted face-to-face surveys in 25 major cities in India, gathering insights on product experiences in the initial months post-purchase. The brands in the study are ranked according to the aggregate score of problems per 100 vehicles, with a lower score indicating better quality.