In the 1970s, J.D. Power began publishing his ratings and rankings of initial quality as reported by new car buyers. The publishing of these results, which were based on comprehensive independent surveys designed and conducted by his firm, were notable for two reasons.
First, he published the entire set of rankings (i.e., top to bottom, first to last). This was not a common practice in those days, and is still relatively rare today. Second, the rankings consistently showed that U.S. auto manufacturers (General Motors, Ford, Chrysler and American Motors) were putting out products that were markedly inferior in terms of quality and customer satisfaction to those of their foreign counterparts, particularly the Japanese. Continue reading “The Emotive Power of Rankings”