By Dave Bean, FMW Associate Editor
June 28, 2023
According to the recently released J.D. Power 2023 U.S. Initial Quality StudySM (IQS), overall satisfaction with vehicle quality continues its decline since 2021, primarily due to more frequent inclusion and usage of new vehicle technology and perceived problems with audio systems.
Frank Hanley
“The automotive industry is facing a wide range of quality problems, a phenomenon not seen in the 37-year history of the IQS,” said Frank Hanley, senior director of auto benchmarking at J.D. Power. “The industry is at a major crossroad and the path each manufacturer chooses is paramount for its future. From persistent problems carrying over from years past to an increase in new types of problems, today’s new vehicles are more complex—offering new and exciting technology—but not always satisfying owners.”
This year’s IQS results are based on responses from more than 93,000 purchasers and lessees of recently acquired new 2023 vehicles. While satisfaction with the actual driving experience remains consistent over the past few years, a marked reduction in quality is evident in all other categories surveyed. The biggest year-over-year jump in reported problems is seen in ‘features, controls and displays,’ followed by ‘infotainment’. In addition, noticeably lower satisfaction scores were recorded for such elements as poor sounding horn and cup holders that don’t quite do what they’re supposed to do (i.e. keep a cup securely in place).
Perhaps in keeping with the zeitgeist of the day, new car owners are now sounding off about things previously taken for granted. For instance, door handles, once rarely a topic of discussion where overall vehicle satisfaction was concerned, have become a hot topic due to increasing sophistication in remote operation and motorized automation. It seems innovations here are frustrating many who just want to get in their car and go – a view especially poignant among new electric vehicle owners.
Perhaps more importantly, many drivers are still having issues adapting to Advanced Driver-assistance Systems (ADAS), particularly anything involving lane changing safety features. It appears as if the various visual and audible warnings (lane keeping, lane departure, blind spot, etc.) remain jarring and unwelcome, at least until drivers get used to them. Unfortunately for OEMs, this reaction is negatively impacting overall vehicle satisfaction, at least as recorded by the J.D. Power 2023 IQS.
There is some good news to report, however. Automaker smartphone apps seem to have hit their stride, especially among EV owners who appreciate being able to evaluate vehicle range and charging time.
In terms of 2023 IQS scores, Nissan recorded the highest-ranking model overall, the Nissan Maxima. Other brands and models of note are broken out by segment below:
Highest-Ranking Mass Market Brands
- Dodge
- Ram
- Buick
Highest-Ranking Premium Brands
- Alfa Romeo
- Porsche
- Cadillac
Parent Company with Most Model-level Awards
- General Motors (incl. segment winners Buick Encore GX, Cadillac Escalade, Cadillac XT6, Chevrolet Camaro, Chevrolet Corvette, Chevrolet Equinox and Chevrolet Tahoe)
- Hyundai (incl. segment winners Genesis G80, Kia Carnival, Kia Forte, Kia Rio and Kia Stinger)
- Toyota (incl. segment winners Lexus GX, Lexus IS, Toyota Camry and Toyota 4Runner)
Brands with Most Model-level Awards
- Chevrolet
- Kia
For more on the J.D. Power 2023 U.S. Initial Quality StudySM (IQS), click here.
