As elevated prices continue to strain household budgets and reduce purchasing power, vehicle shoppers are no exception to the financial pressure. High interest rates and challenging market conditions significantly affect affordability, forcing consumers to be more selective when choosing their next vehicle. Consequently, buyers shopping for mass market or premium vehicles are meticulously researching their options, placing particular importance on quality as a key factor in this major investment decision.
Vehicle manufacturers who can meet buyer expectations for new vehicle quality and promote a low-problem experience can pave the way for strong customer satisfaction and lasting loyalty.
This is clearly illustrated by the effect on Net Promoter Scores® (NPS)[1] when problems are experienced in the first 90 days of ownership. Problem-free vehicles achieve high scores (90 for mass market, 91 for premium on a scale of -100 to 100). However, when owners have problems during this early period of ownership, these scores plummet (76 for mass market, 75 for premium), demonstrating the negative effect of early quality issues on customer sentiment and brand reputation.