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Business Title: U.S. Automotive Brands Outpace Rivals In New J.D. Power Survey Another J.D. Power and Associates’ report card showed the Detroit Three automakers catching and, in some cases, surpassing Asian and Europe competitors as the domestic brands, on average, outscored import brands for the first time in 13 years. The Automotive Performance, Execution and Layout (APEAL) Study received 76,000 consumers’ assessments on about 80 criteria after driving their 2010 model vehicles for three months. Power researchers collected responses between February and May of this year, added the scores and ranked 33 brands on a 1,000-point scale. The APEAL study is different from J.D. Powers’ Initial Quality Survey, which measures problems owners say they experienced in the three months after buying or leasing a vehicle. But both surveys cover the same owners and vehicles. On average, 11 domestic brands scored 787 versus 774 for brands affiliated with non-U.S. based manufacturers — the first time domestics outperformed import brands since 1997. Luxury brands – Porsche, Jaguar, BMW and Mercedes-Benz – captured the top four spots. Higher-priced vehicles score higher, “primarily because they are larger, more comfortable, faster and have more features,” said David Sargent, J.D. Power vice president of global vehicle research. Cadillac slid from third to 10th. Buick edged up from 14th to 13th. But the biggest improvements came from Ford and Chevrolet. Because Power gives stronger weight to the feedback on high-volume models, those two brands were major contributors to raising the average for all domestic brands. Just as in the 2009 APEAL study, all three Japanese mass market brands – Toyota, Honda and Nissan -- scored below the industry average. In this year’s study, Toyota also ranked next to last, just ahead of Jeep. “The APEAL study is one of many factors car buyers should think through,” said Toyota spokeswoman Allison Takahashi. “Other areas worth evaluating include durability, emissions, environmental impact, fuel efficiency, resale value and safety ratings.” Doug Betts, Chrysler senior vice president for quality, said Chrysler expects better results next year as it brings at least six new and refreshed models to market in the next six months, including the 2011 Jeep Grand Cherokee. “What’s happening here is the strong pull from Ford,” said Erich Merkle, an analyst with autoconomy.com in Grand Rapids. The 2010 Ford Fusion, Taurus, Flex, Expedition and Explorer Sport Trac received the highest scores in their respective segments, as did the GMC Terrain, Chevrolet Camaro and Avalanche. “Chevrolet went from 28th place to 18th. All GM brands are above the industry average,” said Dan Nicholson, GM vice president of global quality. “Cadillac did go down a little, but we are seeing very strong feedback on our newest models such as the SRX.” Quality studies can influence sales. Ford’s U.S. market share through the first half of 2010 has risen to 17% from 15.5% a year earlier, according to Autodata Corp. GM’s share slipped to 19.2% from 19.6% in the same period, but it also closed or sold four of eight brands. “We are starting to see a resurgence of interest in American brands,” said Aaron Bragman, an industry analyst with IHS Automotive in Northville. “The discussion has moved from quality of product to the political issue of whether it was worth investing public money in two of these companies.”
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