Shocker: Kia Tops Porsche And Lexus For Highest Rating On Initial Quality From J.D. Power
Hold on to your hat. Kia Motors has scored the highest on J.D. Power and Associates’ Initial Quality Survey, vanquishing not only other mass-market rivals like Toyota and Hyundai , but luxury brands like Porsche and Lexus as well.
It is the first time in 27 years that a non-luxury brand has topped the survey, the results of which automakers like to tout in their advertising when they do well.
As startling as it is to see the small Korean brand Kia atop the quality survey, it should not come as too big a surprise to those who watch the annual survey carefully. Kia last year topped all non-luxury brands, as it has made enormous strides in mechanical, styling and fit-and-finish quality on vehicles such as the Optima sedan, Soul hatchback, Sportage SUV and Cadenza premium sedan.
“Ranking number one in the entire industry for initial quality is the result of Kia’s decade-long focus on craftsmanship and continuous improvement, and reflects the voice of our customers, which is the ultimate affirmation,” said Michael Sprague, chief operating officer and EVP, Kia Motors America. “As the highest ranked brand in the industry, there is no doubt Kia is a world-class automaker.”
Kia scored well ahead of its Korean cousin Hyundai too. The two brands have common ownership in Korea, and cooperate on vehicle platforms, a design center, parts and more. But there is still a hot rivalry between the two companies' staffs.
Analysts and observers said they could see the accolade coming for Kia. “If you have driven the Kia vehicles over the past five or six years, you can’t help but notice how they have over-achieved expectations on ride quality, and how well they are executing their interiors,” says Dennis Keene, a Los Angeles-based marketing and design consultant.
Michelle Krebs, senior analyst at Autotrader.com, says Kia has been overdelivering on value. “Kia demonstrates an automaker can deliver a top-notch vehicle in terms of quality with lots of features at a price that is accessible to the masses.”
Specifically, Kia reported the fewest problems per 100 vehicles in the first 90 days of ownership–83–beating out second-place Porsche.
https://www.forbes.com/sites/davidki.../#23fb67a640e2