In a telling reversal of longstanding trends and perceptions, domestic automakers’ brands, as a whole, have pulled ahead in overall quality as measured by J.D. Power and Associates’ benchmark Initial Quality Study, now in its 24th year.
It’s the first time domestic brands have, in the aggregate, surpassed imports in initial quality, Power said today. The domestics brands’ watershed performance in the 2010 U.S. Initial Quality Study was driven by quality improvements by new models from the surging Ford Motor Company. and the industry’s trend in improving the general quality of newly launched vehicles.

True, the domestic triumph was not overwhelming: domestic brands experienced 108 problems per 100 vehicles compared with the 109 problems per 100 vehicles for imports. But the symbolic impact remains – domestics, overall, have better quality than imports.

Slight Uptick in Problems

The initial-quality improvement of domestic brands comes as the entire industry actually performed marginally worse: the 2010 industry average of 109 problems per 100 vehicles is one point higher than last year’s average of 108 problems per 100 vehicles. Problems for import brands rose from 106 per 100 vehicles in 2009 to the 109 problems per 100 vehicles this year that led to the imports’ historic drop behind domestics.

Power said “substantial” quality improvements from several domestic models – including the Ford Focus, Dodge Ram light-duty pickup and the Buick Enclave– helped the domestics to surpass imports – and called out Ford, in particular, for its contribution to the cause.

“Initial quality of Ford models has improved steadily for the past nine years,” Power reported. “In addition, as a corporation, Ford Motor Company (including Volvo) has 12 models that rank within the top three in their respective segments in 2010–more than any other corporation.”

General Motors Co., meanwhile, had ten models that were one of the top three performers within their segment, a performance that should help the automaker’s efforts to win back public confidence after last year’s federal bailout and Chapter 11 bankruptcy. None of GM’s individual brands performed above the industry average, however.

Launch Quality Improving

The 2010 initial quality survey also had good things to say about the continuing improvement in quality for newly launched models, which historically have lagged in quality compared with carryover vehicles.

Power said the initial quality of new models and major redesigns improved in 2010, “led by new launches from Ford, Honda, Lexus, Mercedes-Benz and Porsche.”
The researchers said the Honda Accord Crosstour and the redesigned Ford Mustang, Ford Taurus and Lexus GX 460 each ranked highest in initial quality in their respective segments for 2010 and “the Ford Fusion, Mercedes-Benz E-Class Coupe and Sedan and Porsche Panamera also launch with notably high initial quality levels.”

Longstanding Leader Skewered

Porsche led all brands in initial quality in 2010, the report said, at just 83 problems per 100 vehicles. Meanwhile, Toyota Motor Corp., in the aftermath of this year’s highly-publicized sticky accelerator pedal issue and the resultant unintended-acceleration crisis, was pummeled by owners in the survey. Toyota dropped from sixth place overall in 2009 to 21st place this year, with problems per 100 vehicles increasing by 16 to 117. In the history of the IQS study, the Toyota’s worst performance was 13th. In finishing 21st this year, Toyota’s initial quality surpassed that of just 12 brands.

If you are looking for a new or used car, get your financing taken care of before stepping foot into the dealership. Apply online here at OpenRoad Lending for all of your car loan needs. Whether you are purchasing a vehicle or looking for a refinance car loan to lower those monthly payments, you can find it all right here.