Toyota and Honda Fall in Latest J.D. Powers Initial Quality Study While Chrysler and Ford Gain
If Chrysler Group manufacturing chief, Tom LaSorda has anything to do with it his company will catch quality leader Toyota by 2007.
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| Chrysler Group manufacturing chief, Tom LaSorda stated, "We're going to catch Toyota. They can be caught." (Photo: DaimlerChrysler) |
That's a bold target from a company that fell short of a previous 1997 attempt by former exec Dennis Pawley to not only catch the quality leading Japanese automaker but surpass it. While the manufacturing systems overhaul that spurred the former rally to improve quality has done just that, there is work yet still to be done.
Also important and a positive credit for what was North America's number 3 automaker, Chrysler isn't just Chrysler anymore, but DaimlerChrysler AG, a German-based company that includes the respected Mercedes-Benz nameplate among others.
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| All Chrysler Group vehicles have improved since the Daimler merger, with the upcoming 2004 Chrysler Crossfire taking the most advantage of German technology and build quality. (Photo: DaimlerChrysler) |
Recent parts sharing between M-B and Chrysler Group has improved perceived quality, the tactile touch and feel, fit and finish aspects of a vehicle, especially noticeable in the new Chrysler Pacifica crossover SUV and Chrysler Crossfire sports coupe. But while perceived quality can impress customers initially, it's overall quality that leads to strong brand loyalty.