Biplab Das 
In the recently released J.D. Power 2023 India Initial Quality Study (IQS), design- and defect-related problems emerge as nearly equal contributors to new-vehicle owners’ reported issues. The study, conducted in collaboration with NielsenIQ, reveals a noteworthy shift from prior years, where design-related problems typically held a higher incidence. The Initial Quality Study assesses initial vehicle quality based on the number of problems reported per 100 vehicles (PP100) during the first month to six months of ownership, with a lower score indicating higher quality. The industry average remains constant at 122 PP100 from 2022.
Key insights from the study
1. Younger owners face challenges:
Owners aged 30 and below encounter more problems, averaging 136 PP100, 14 points above the industry average.
2. First-time buyers experience more issues:
First-time new-vehicle buyers report significantly more problems compared to repeat buyers (131 PP100 vs. 108 PP100, respectively).
3. Top-ranking models:
- Tata Tiago leads the compact segment with 112 PP100.
- Toyota Glanza secures the top spot in the premium compact segment with 102 PP100.
- Hyundai Aura excels in the entry midsize segment with 109 PP100.
- Volkswagen Virtus claims the midsize segment’s highest rank with 88 PP100.
- MG Astor dominates the compact SUV segment with 71 PP100.
- Volkswagen Taigun secures the SUV segment’s top position with 87 PP100.
- Toyota Innova Hycross stands out in the MPV/MUV segment with 83 PP100.
Quality measures and categories
The India Initial Quality Study evaluates two categories: design-related problems and defects and malfunctions. The study incorporates diagnostic questions covering eight problem categories, including exterior, driving experience, features/controls/displays, seats, audio/communication/entertainment/navigation, heating/ventilation/air conditioning, interior, and engine/transmission.
Study methodology and participants
Based on responses from 7,198 new-vehicle owners who made purchases between January and October 2023, the study spanned from July to November 2023. Conducted through face-to-face surveys in 25 major Indian cities, respondents answered over 200 questions about their initial product experience post-purchase. Data was cleaned for quality, and rankings are determined by the aggregate score of problems per 100 vehicles.
Industry expert perspectives
Sandeep Pande, Lead of the Automotive Practice India at NielsenIQ, notes the increased year-over-year defect incidences, highlighting that design-related problems constitute seven of the top 10 issues. Pande identifies these areas as opportunities for manufacturers to enhance their offerings.
