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J.D. Power – Tesla Quality Issues Seem To Have No Impact Owner Affection

8 months ago by Eric Loveday 8

Tesla vehicle getting serviced at a company-owned service center

J.D Power just recently put out a release titled “Tesla Owners Acknowledge Numerous Quality Issues; Love Their Cars Anyway, J.D. Power Finds.”

It’s a rather odd piece in that it focuses solely on Tesla, yet includes no information from the J.D. Power Initial Quality Study (IQS)℠ due to a small sample size that has “prevented Tesla from appearing in the annual rankings in both the J.D. Power Initial Quality Study (IQS)℠ and the Automotive Performance, Execution and Layout (APEAL) Study℠,” according to J.D. Power.

Tesla Service Center

The article essentially states that J.D. Power is surprised by the fact that Tesla owners who spend upwards of $100,000 on a vehicle are excepting of a car that “has so many problems.”

As J.D. Power’s Kathleen Rizk, director, global automotive consulting, states:

“Tesla owners see themselves as pioneers who enjoy being early adopters of new technology. Spending $100,000 or more on a vehicle that has so many problems usually would have a dramatically negative effect on sales and brand perception. Right now, though, Tesla seems immune from such disenchanted customers.”

It seems the current crop of Tesla owners are willing to overlook these problems because they see themselves as adopters of new technology. However, J.D. Power thinks (and we agree) that this will change when the Model 3 arrives. J.D. Power states:

“Consumers who opt for Tesla’s next model, the Model 3, are expected to be less forgiving of quality issues. “When consumers buy a mass-market car priced around $35,000 that will be their primary mode of transportation, the degree of expectation will increase immensely,” Rizk said. “We’ve seen that with other well-liked brands, whether or not it involves an electric vehicle.”

That’s precisely why Tesla has to get it right with the Model 3. The broadened consumer market for the 3 won’t be as accepting, so it’s get it right or die trying for Tesla.

Future Tesla Model 3 owners thought to be less forgiving on quality issues

Press release from J.D. Power below:

Tesla Owners Acknowledge Numerous Quality Issues; Love Their Cars Anyway, J.D. Power Finds

COSTA MESA, Calif., March 21, 2017 /PRNewswire/ — Problems associated with Tesla Model S and Model X have little influence on the overt affection owners have for these cars and the brand, according to a J.D. Power report released today titled “Tesla: Beyond the Hype.”

“Tesla owners see themselves as pioneers who enjoy being early adopters of new technology,” said Kathleen Rizk, director, global automotive consulting at J.D. Power. “Spending $100,000 or more on a vehicle that has so many problems usually would have a dramatically negative effect on sales and brand perception. Right now, though, Tesla seems immune from such disenchanted customers.”

“Tesla: Beyond the Hype” is a detailed examination of the brand’s quality issues, based on multiple focus groups of Tesla owners and an in-depth evaluation of Tesla models against competitive vehicles by automotive research experts at J.D. Power.

Historically, small sample size has prevented Tesla from appearing in the annual rankings in both the J.D. Power Initial Quality Study (IQS)℠ and the Automotive Performance, Execution and Layout (APEAL) Study.℠ This report, however, provides clients with directional data that gives greater insight to Tesla vehicle quality and owners’ emotional attachment.

Consumers who opt for Tesla’s next model, the Model 3, are expected to be less forgiving of quality issues. “When consumers buy a mass-market car priced around $35,000 that will be their primary mode of transportation, the degree of expectation will increase immensely,” Rizk said. “We’ve seen that with other well-liked brands, whether or not it involves an electric vehicle.”

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe.

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8 responses to "J.D. Power – Tesla Quality Issues Seem To Have No Impact Owner Affection"

  1. pjwood1 says:

    “accepting”

  2. John says:

    I’m sure Tesla has known this for a while…this the emphasis on the “machine that makes the machine”

    DFMA – Design For Manufacture & Assembly

    Get the design right from the beginning and you eliminate the bulk of the defects from even being possible.

    I believe this is how Tesla is proceeding, and how they will shock the market….again.

  3. Another (Euro) industrial point of view says:

    All car companies originating from different cultures/continents never stop trying and often succeeding in implementing techniques to improve productivity and reliability of their products. Cars are products which have among the best complexity/reliability ratio one could imagine, no reliability “revolution” will take place but small incremental improvements like that has always been the case. Despite the continuing noise from and around Tesla about being better than all the others, current reality is that a $100K Tesla just out of the factory is still less “well adjusted” (body panels, inside etc..) than a humble $20K Skoda (I compared both, my IT guy has a brand new model S). I believe much less arrogance would fit in really nicely and probably give this bright new brand much more chances to succeed in the long run.

  4. jelloslug says:

    Just look at brands like BMW and MB. Their quality is dubious at best but they have a very loyal owner base.

  5. JoeP says:

    They also get a pass because they fix the issues and often take care of them when they don’t have to.

    At least that’s what I heard from someone that had an accident in their S and they got charged only for the new battery and the motor.

    We all make mistakes, but if we fix them quickly and well, that goes a very long way.

  6. It’s true, build quality may not be on par with other established brands in certain areas, but we just don’t care. It’s a Tesla, and that’s ​what counts!

  7. Nix says:

    All this talk about Tesla initial build quality at the beginning a of new model completely ignores that Tesla has a very good record of fixing issues and resolving them quickly in production.

    For example, there was a 92% improvement in quality after the first few months of Model X limited production numbers. Most owners simply don’t experience that level of problems.

    It is a logical fallacy to take stories of early production flaws, and extrapolate that to be representative of what all owners will experience.

  8. Jason says:

    Who else is doing autopilot? That alone seems to be worth it.

    Who else is doing 200+mi EV with nation wide super charging network? Seems to be a big draw card.

    Who else has just taken the whole cockpit of the car and radically redesigned it to be more functional? Big 17″ screen people seem to love, no “Start” button, just simplified operation.

    Sure, of I spent $100k+ on anything I’m probably going to say it is good. Model 3 will see what happens, by my guess is people will get all these innovations that other manufacturers haven’t been able to replicate, and they’ll love their Model 3 as well, even if the is a bit of fit and finish issues. After all, every brand can have an awesome finish and every brand can have a lemon.

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