Excessive Noise Problems an Increasing Concern for New-Vehicle Owners in Thailand, J.D. Power Finds

BANGKOK: 30 Nov. 2022 — Overall new-vehicle initial quality in Thailand has improved in most categories measured in this year’s study, despite an increased number of owners indicating issues with excessive vehicle noises, according to the J.D. Power 2022 Thailand Initial Quality Study^SM (IQS), released today. J.D. Power has relaunched the Thailand Initial Quality Study (IQS) in collaboration with NielsenIQ.

Initial quality is measured by the number of problems experienced per 100 vehicles (PP100) during the first six months of ownership, with a lower score reflecting higher quality. The industry performance improves this year to 130 PP100 from 147 PP100 in 2021. Design-related problems (71 PP100) are more prevalent this year than physical defects and malfunctions (55 PP100).

“Noise problems in the exterior, driving experience and interior vehicle categories continue to be more frequently reported,” said Manenatta Jirasevijinda, regional lead of automotive in SEA at NielsenIQ. “Customers say wind noises, road noises and squeak/ rattle noises in the vehicle interior create an unpleasant experience while driving. Automakers should be mindful of these problems in the design and manufacture processes. Customers who experience fewer problems with their vehicle are more robust in recommendations to family and friends.”

The top three problems are excessive wind noise (10.0 PP100) in the defects and malfunctions category; and poor radio reception (5.8 PP100) and A/C not getting cold fast enough (5.7 PP100) in the design category. Minor problems reported in last year’s study that were quickly addressed and have fewer number of problems this year include insufficient power plugs/USB charging ports (2.6 PP100, down from 5.5 PP100) and mats not staying in place (1.6 PP100, down from 3.4 PP100).

Following are additional key findings of the 2022 study:

• Vehicle exterior category remains the top problem: The exterior category has the most problems (24.4 PP100) while the engine category has the least problems (9.6 PP100). The largest improvement is for abnormal engine noises (-0.9 PP100).
• Different lifestyles reflect the most commonly reported problems: Large SUV owners report the largest number of problems for A/C not getting cold fast enough (8.2 PP100) and difficulty to use controls in folding/ stowable rear seats to desired position (8.1 PP100). Pickup single cab owners more often report poor ride quality (9.0 PP100).
• Repeat vehicle owners cite more negative issues in driving experience, compared to first-time new-vehicle owners: Repeat vehicle owners have more problems related to driving experience than do first-time owners (24.4 PP100 vs. 16.9 PP100, respectively). For example, among those who cite poor ride quality, repeat vehicle owners have more problems than first-time owners (6.8 PP100 vs. 3.9 PP100, respectively).

Highest Ranked Models

• Nissan Almera ranks highest in the compact segment with 134 PP100.
• Mazda2 ranks highest in the entry midsize segment with 125 PP100.
• Honda HR-V e:HEV ranks highest in the compact SUV segment with 117 PP100.
• Toyota Fortuner ranks highest in the large SUV segment with 125 PP100.
• Ford Ranger Hi-Rider X-Cab ranks highest in the pickup extended cab segment with 122 PP100.
• Mitsubishi Triton Plus D-Cab ranks highest in the pickup double cab segment with 122 PP100.

The study measures problems experienced in two categories: design-related problems and defects and malfunctions. The study includes specific diagnostic questions covering eight problem categories: exterior; driving experience; features/ controls/ displays; seats; audio/ communication/ entertainment/ navigation; heating/ ventilation/ air conditioning; interior; and engine/ transmission.

The 2022 Thailand Initial Quality Study (IQS) is based on responses from 5,419 new vehicle owners who purchased their vehicle from November 2021 through August 2022. The study covers 11 different brands that include 77 passenger car, pickup truck and utility vehicle models. The study was fielded from May through September 2022.

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies. J.D. Power has offices in North America, Europe and Asia Pacific.

NielsenIQ is the leader in providing the most complete, unbiased view of consumer behavior, globally. Powered by a groundbreaking consumer data platform and fueled by rich analytic capabilities, NielsenIQ enables bold, confident decision-making for the world’s leading consumer goods companies and retailers.

Using comprehensive data sets and measuring all transactions equally, NielsenIQ gives clients a forward-looking view into consumer behavior in order to optimize performance across all retail platforms. Our open philosophy on data integration enables the most influential consumer data sets on the planet. NielsenIQ delivers the complete truth.

NielsenIQ, an Advent International portfolio company, has operations in nearly 100 markets, covering more than 90% of the world’s population. For more information, visit NielsenIQ.com.

Media Relations Contacts
Geno Effler, J.D. Power; media.relations@jdpa.com; +1-714-621-6224
Kanjana Jaroenthaithip, NielsenIQ; kanjana.jaroenthaithip@nielseniq.com