J.D. Power: High fuel prices take the joy out of new car purchases

Posted Thu Jun 26 2008 2:56 PM by Nelson Ireson

The latest word from J.D. Power and Associates' series of surveys shows U.S. new car buyers aren't as satisfied with their purchases, not because the cars are in any way worse, but because fuel prices are higher. The average score for new car satisfaction fell two points on the 1,000 point scale to 770. While that may seem like a small decline, J.D. Powers analysts think it's significant.

Counter intuitively, more cars are now achieving their claimed fuel efficiency, thanks to a readjustment in the way the EPA certifies fuel economy figures. Despite the greater accuracy, consumers simply can't be consoled - the bills at the pump are too disheartening.

"Average prices at the fuel pump have increased by 27 percent in the period between the 2007 and 2008 APEAL studies, creating heightened sensitivity to fuel economy among new-vehicle owners," said David Sargent, vice president of automotive research at J.D. Power and Associates. "Manufacturers that deliver more fuel-efficient vehicles and integrate alternative fuel technology into their designs stand a better chance of delighting their customers and being successful in this rapidly changing marketplace."

Proof of the truth in that statement comes in the form of Honda's high ranking in the 'owner delight' scores, taking the top spot in three model segments with its Fit, Odyssey and Ridgeline. Porsche, Toyota and VW all nabbed two spots each. Suprisingly, Toyota took two awards for its FJ Cruiser, a notorious fuel hog, and the Sequoia, a rather large SUV. BMW, Buick, Chevy, Dodge and Land Rover were among the other winners. Porsche took top overall honors for the fourth straight year, with Buick grabbing the award for most improved.

Reader Comments

Fri Jun 27 2008 7:14 AM
chris says

I think people are getting less joy out of buying a new car because of the indirect consequences of a new car purchase. you want to save money on gas, so the first thing you do is get that small V8 instead of the big V8... ok so now you're not as happy as you would have been otherwise.

some people are moving down in vehicle size, which always means fewer creature comforts and lower quality (unless you're going with BMW maybe. even merc is guilty of chincing on the C class). Like I've been saying all along... I want every single toy that I could get in a lincoln navigator or LS... but in my 2011 Fiesta. there are people out there who are just fine with buying a small car that is built well and has a lot of toys. I think it would be a damned shame if I have to go to BMW to get a compact car that really is truly satisfying. I'm not asking for a cheap car... if the toys and options cost another 20 grand, so I buy a fiesta that has an MSRP of 35 grand... not many people will do it... but MAKE IT AN OPTION... I keep using ford as an example but every company needs to do that. make your small cars as nice as your big ones... and we'll see who really wants a big vehicle.

Thats why people aren't as satisfied with their cars any more. they're trading in their escalades for something smaller, and finding that smaller always means less cost, less fuel, but also, less quality. ALWAYS. That needs to change.
Fri Jun 27 2008 8:17 AM
Jim says

Consumer expectations are readjusting and the manufactures are realigning their product offerings. In the US anyway, small cars have always been cheaply made and poorly equipped, that will change over the next few years and the idea of owning a Golf sized sedan won't leave you lusting for the big gas guzzler.

Don't forget the economy is in the tank now and people are not at all happy with the direction of the country. There is no reason that this dissatisfaction wouldn't be reflected in buyers attitudes toward new cars.

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