Has vehicle quality improved?
BRYANSTON – Over the past decade there has been a notable improvement in the quality of vehicles that are driven on South African roads. Although there are still customers who experience problems with their vehicles, the automotive industry has made dramatic strides in achieving the highest levels of quality.
Synovate has been conducting research into vehicle quality since 1991 as part of the largest survey of vehicle owners in South Africa, incorporating more than 55 000 interviews on an annual basis. What has become clear is that whilst new technology has certainly had an impact on vehicle quality, the improvements are also due to the intense attention that manufacturers are giving to producing top quality vehicles. “Our experience with the manufacturers of motor vehicles in the last 17 years is that product quality is one of the highest items on the agenda and their efforts to improve are intense and ongoing – all of this to the benefit of the South African motorist”, states Richard Rice, Automotive Client Services Director at Synovate.
Whilst this article focusses on the trends over the last three years, the improvements in vehicle quality go back for a decade. For example, Passenger Car owners reported an average of 250 problems per 100 vehicles (PP100) in 1997 whilst in 2007 the average has improved to only 109 problems per 100 vehicles. This implies that the average vehicle owner used to experience at least 2.5 problems whilst today’s customer is reporting only 1 problem per vehicle – a 56% improvement.
Given the introduction of a variety of new brands and models and the interest of the public in new cars, Synovate has analysed trends in product quality from 2005 to 2007. The results by vehicle segment speak for themselves.
Passenger Vehicles
The mostimproved segment in this category goes to the Entry level market, which has shown a dramatic improvement in product quality – dropping from 244 problems per 100 vehicles to 136 problems per 100 vehicles in 2007. “This is a very positive trend,” says Rice, “Manufacturers are not only focussing on improving higher end products but are giving attention to all products. This demonstrates a commitment to satisfy every customer they have.”
If one looks at the actual nature of the problems that customers are reporting, this has also changed dramatically over the years. In every segment, the highest number of problems relate to noise levels and to electrically operated items. No longer are basic mechanical issues and reliability problems at the fore but rather, more ‘cosmetic’ aspects are becoming a concern for customers. Rice explains that “this is also due to the dramatic increase in specification levels and electronically operated items that extend all the way through most vehicle ranges.”
Small hatch has also demonstrated a positive change since 2005 and has reached a problem count of 114 problems. In this segment, as with many of the others, noise levels are the highest contributing factor.
Small sedan has halved its problem count since 2007 – from 166 PP100 to 84 PP100 in 2007, translating into less than 1 problem per vehicle. In this segment in particular there are fewer and fewer problems being reported for items such as gearboxes, steering and handling, performance, leaks and ventilation issues.
The Top hatch segment has seen a drop of 40 PP100 since 2005 achieving a score of 125 PP100 in 2007. Aside from squeaks and rattles which is the largest contributor to the problem count in this segment, brake and handbrake issues as well as mechanical and performance issues are the main reported problems. “This is typically a very critical customer who is demanding of the performance and handling of the vehicle, which explains the fact that performance issues are regularly reported in this segment”, says Rice.
Top sedan has seen a relatively softer improvement compared to top hatch but once again, squeaks and rattles are the major area of complaint amongst top sedan drivers.
The Medium segment is traditionally an exceptionally competitive segment and this has led to a significant improvement in the overall product quality– dropping from 132 problems per 100 vehicles in 2005 to only 82 in 2007.“An encouraging fact is that this segment is one where many of the vehicles are locally produced which bodes very well for our ongoing expansion into the export market”, states Rice.
The MPV / station wagon segment has also seen an impressive drop off in problems in the last three years moving from 207 PP100 to 105 PP100. Noise levels have been dramatically reduced in this segment but still remain the biggest problem area. This is primarily due to the simple fact that with the increase in space within the vehicle, the potential for additional squeaks and rattles also increases.
Sport coupes , typically driven by very demanding customers, have improved to a count of 72 PP100 and this highlights the fact that high levels of product quality have been achieved with the most critical drivers.
Top executive vehicles have always boasted the lowest problem count which has made it difficult to notice the proportional improvement here. However, this segment’s problems have dwindled to a mere 47 PP100, from 79 in 2005. This means that more than half of top executive drivers experience absolutely no problems with their vehicle. This is a huge compliment to the manufacturers producing vehicles this segment.
Recreational vehicles are not unique in the fact that the major contributor to their problem count lies in the noise level area, contributing to 38% of the problems in the Large RV segment.
Small RV has also achieved a significant drop in overall problems reported. This year the problem count stands at 102 problems per vehicle.
Light Commercial Vehicles
The LCV market in 2005 had an average of 153 PP100. Today this stands at 121 PP100. “Although this is a lower proportional improvement than in the passenger car market, this a very different type of vehicle and is driven by a very different type of driver”, says Rice.
Looking across the segments, the major area of improvement lies in the dynamic aspects of the vehicle. Examples of dynamic aspects include handbrakes, handling and performance, gearbox, brakes and handbrakes as well as suspension and drive shaft. While these aspects have improved dramatically, this is still the biggest problem area for light commercial vehicles.
Noise levels are next in line – constituting 31% of the problems reported in the LCV segment. This would include road noise, wind noise and squeaks and rattles (squeaks and rattles being the primary contributor to noise level problems).
“Given that LCVs are traditionally workhorse vehicles, noise levels are difficult to control.” states Rice. “Travelling on rougher roads will contribute to interior and exterior components shaking themselves loose and creating squeaks and rattles that may be difficult to visually detect and repair.”
Petrol single cab has demonstrated the greatest improvement in the LCV category, improving from 218 PP100 in 2005 to 120 PP100 in 2005. The most common problems reported in this segment include squeaks and rattles as well as gearbox issues.
Petrol double cab also shows enhanced quality in its segment with a drop of 79 problems per 100 vehicles in this segment. From 185 PP100 in 2005, Petrol double cab now boasts a low 106 PP100. As is the case in single cab, most of the problems in this segment are related to squeaks and rattles as well as gearbox issues.
Diesel double cab presents most of its problems in fuel consumption and the gearbox. Overall problems have decreased from 231 PP100 in 2005 to 176 PP100 in 2007. “Although this segment has a relatively high problem count, these are typically vehicles that are used for both recreation and as workhorses and generally, the owners work these vehicles reasonably hard”, says Rice.
Looking at the Diesel single cab segment, problems have also dropped significantly, from 177 PP100 to 120 PP100 in 2007. A notable improvement in this segment is the number problems related to the brakes and handbrakes in vehicles making up this segment.
Mechanical and gearbox issues make up the majority of problems in the Half and three-quarter ton segment. Although these issues present fewer problems than in 2005, they still contribute 46 problems per every 115 in this segment.
This research is part of Synovate’s Competitive Customer Satisfaction (CCSI) research which is the largest survey of its kind in the South African market. Part of this survey includes a Product Quality measurement, which is commonly known as PP100 or Problems per 100 Vehicles. Quite literally this survey measures the number of problems new car owners experience with their vehicles in the first few months of ownership. This means that in this survey, a lower score means a better result.
For the latest Quality Award results on Product Quality (published in October 2007), please go to www.synovate.com/southafrica.
More than 55 000 vehicle owners are interviewed each year and the survey has been extensively used by the manufacturers for more than thirteen years as the benchmark of vehicle quality. Not only is the study utilised by local manufacturers but the information is used by plants exporting vehicles in to South Africa.
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 5 700 staff members in 118 cities in 57 countries.
About Aegis Group plc
Aegis Group plc is one of the world's fastest growing marketing communications groups. It operates in media communications with Aegis Media, which includes Carat, Vizeum, Posterscope and Isobar, and market research with Synovate. Listed on the London Stock Exchange, Aegis is capitalised at £1.5 billion. More information on Aegis Group plc can be found at www.aegisplc.com.