High Owner Satisfaction Dispels Theory that Initial Quality is Most Important
Have you ever driving a MINI? Not the tiny classic made famous from appearances in the original Italian Job with Michael Caine to reruns of John Cleese's Faulty Towers, but the new one that puts a smile on all who drive it and passersby as well.
 |
| Much like the original classic MINI, the new BMW built version has become synonymous with fun. (Photo: Alexandra Straub, Canadian Auto Press) |
Now built by German premium automaker BMW, the new MINI has become synonymous with fun. Many in the automotive press consider it one of the most entertaining cars to drive no matter how much money is spent.
As it seems, the automotive press is not alone in its opinion. According to the latest 2004 AutoPacific Vehicle Satisfaction Award research information, ninety-three percent of MINI owners were "very or completely satisfied" with their purchase overall. That's an amazing score, topping all competitive brands surveyed by AutoPacific.
 |
| Ninety-three percent of MINI owners were "very or completely satisfied" with their purchase overall. (Photo: Alexandra Straub, Canadian Auto Press) |
What makes the result even more intriguing is that MINI's customers also gave the Cooper and Cooper S, the only two models that were available in North America when the survey was conducted, a failing grade in J.D. Power and Associates' most recent 2004 Initial Quality Survey. MINI placed 27th out of a total of 37 nameplates, well below average with 142 problems per 100 vehicles (PP100) - the industry average was 119 (PP100).
What does this mean? While initial quality issues are important, it's even more critical to build cars that stir passion in customers. After all, if you're in love it's easy to look beyond the odd imperfection, isn't it?