Automakers, eager to meet customers' demands for new technology, have been racing to add gadgets to their dashboards, from reversing cameras to touch-screen climate controls.
But the authoritative JD Power and Associates' annual survey of new vehicle quality survey suggests they need to slow down, because the technology is taking a toll on quality.
Drivers reported more problems with their new or redesigned 2011 models than they did in 2010, according to the 2011 survey. Complaints about audio, entertainment and navigation systems got the bulk of the blame, and are up 28 percent since 2009.
The survey questioned 78 000 people about problems they had with 2011 model-year vehicles in the first 90 days of ownership. Owners reported an average of 107 problems per 100 vehicles. That jumped to 122 problems for cars that were new or redesigned for 2011, up 10 percent from 2010 model-year cars and bakkies.
Overall, automakers got better scores than in 2010 because many carried over previous models into 2011 without major changes. Lexus, Honda and Acura were the top performers, all with less than 100 problems. Dodge was the worst-performing brand.
But new cars with new technology were a problem. They proved to be the downfall for Ford, which dropped from a fifth-place quality ranking in 2010 to 23rd this year.
Ford launched its My Ford Touch dashboard system on the Ford Edge and Ford Explorer crossovers, allowing drivers to control climate, navigation, entertainment and other features by voice or through a touch screen.
Ford says 73 percent of owners with My Ford Touch say they're satisfied with the system; it simply wants to help drivers do the things they're already doing - making calls, answering texts, playing music - without taking their hands off the wheel.
Ford's president of the Americas Mark Fields said “This is a trend we can't ignore.”
But the company acknowledges that My Ford Touch is complex and has been difficult for some buyers to use. Owners have also complained that the system takes a long time to boot up. It also has many glitches, including failing to recognise voice commands or properly link up with cellphones.
Ford says it has made software updates to improve the system and it’s now offering workshops at dealerships to help owners become more familiar with the system.
Fields said: “We expected mixed quality results this year, after closely listening to our customers. This same feedback now shows that we largely are back on track after addressing short-term quality issues.”
JD Power didn't single out Ford, but said automakers need to be make sure technology was easy for people to operate while driving.
Vice-president of global research David Sargent said: “Automakers must ensure that the technology is ready for prime time.”
Toyota saw a big leap in quality, jumping 14 places to seventh after its 2010 rankings were hurt by a series of safety recalls. Also, Toyota introduced few new products for 2011, so it didn't experience the glitches other manufacturers did.
Toyota's Lexus luxury brand moved up three positions to take the lead in the survey from Porsche. Lexus had 73 problems per 100 vehicles. Dodge, the worst performing brand overall, had 137 problems per 100 vehicles.
Cadillac and GMC, both General Motors brands, and Mazda rose into the top 10 performers in 2011 while Hyundai, Ford and Ford’s Lincoln luxury brand dropped out of the top 10.
Honda was the best performer in segment-level awards. The Jazz supermini, Civic and Insight conmpacts, Accord sedan, Element compact crossover, Crosstour midsize crossover and Ridgeline bakkie were all the best performers in their segments.
While JD Power's rankings are used in advertising and are important to the industry, some critics question whether they show any real statistical difference between automakers.
Lexus' rating, for example, equates to 0.73 problems per vehicle, while the rating for Dodge, which finished last, equals 1.37 problems per vehicle. So on average, less than one problem per vehicle separates the best brand from the worst. - Sapa-AP