Volkswagen VP Heeds TTAC Career Advice, Leaves For GM A Week Before J.D.Power Study Release

In August last year, then Volkswagen of America sales chief Mark Barnes was moved to a post as “Vice President of Customer Experience” to make room for GM veteran Frank Trivieri, who took Mark’s job. At the time, I recommended : “Get a new job, Mr. Barnes! When next year’s J.D. Power study comes out, your derriere will be on the line!”

Instead of a thank you for the well-meant career advice, I had an irate Dr. Carsten Krebs on the line, who identified himself as the Director of Corporate Communications at Volkswagen Group of America, Inc, before he tore into me. He demanded a takedown of the story, which was denied. Herr Dr. Krebs claimed that Barnes “loves his new job.” It turned out as huey. Barnes loved the job so much that he signed on at GM, emigrated to China and took Susan Docherty’s job as VP of sales, marketing and aftersales for GM’s international operations. Barnes joined GM on May 15, he removed himself from the firing line a week before Wolfsburg needed a scapegoat for yet another horrible showing on the J.D. Power ranking.

IQS
2012IQS
2011IQS
2010[1] Lexus (73)[1] Lexus (73)[1] Porsche (83)[2] Jaguar (75)[2] Honda (86)[2] Acura (86)[3] Porsche (75)[3] Acura (89)[3] Mercedes-Benz (87)[4] Cadillac (80)[4] Mercedes-Benz (94)[4] Lexus (88)[5] Honda (83)[5] Mazda (100)[5] Ford (93)[6] Acura (84)[6] Porsche (100)[6] Honda (95)[7] Infiniti (84)[7] Toyota (101)[7] Hyundai (102)[8] Toyota (88)[8] Infiniti (102)[8] Lincoln (106)[9] Mercedes-Benz (96)[9] Cadillac (103)[9] Infiniti (107)[10] BMW (97)[10] GMC (104)[10] Industry Average (108)[11] Mazda (97)[11] Industry Average (107)[11] Volvo (109)[12] GMC (99)[12] Hyundai (108)[12] Ram (110)[13] Nissan (99)[13] Subaru (108)[13] Audi (111)[14] Ram (99)[14] BMW (109)[14] Cadillac (111)[15] Chevrolet (100)[15] Chevrolet (109)[15] Chevrolet (111)[16] Industry Average (102)[16] Volvo (109)[16] Nissan (111)[17] Audi (105)[17] Chrysler (110)[17] BMW (113)[18] Buick (106)[18] Lincoln (111)[18] Mercury (113)[19] Hyundai (107)[19] Audi (113)[19] Buick (114)[20] Kia (107)[20] Kia (113)[20] Mazda (114)[21] Lincoln (107)[21] Buick (114)[21] Scion (114)[22] Volvo (108)[22] Jaguar (114)[22] Toyota (117)[23] Subaru (109)[23] Ram (114)[23] Subaru (121)[24] Jeep (110)[24] Ford (116)[24] Chrysler (122)[25] Suzuki (115)[25] Nissan (117)[25] Suzuki (122)[26] Chrysler (116)[26] Jeep (122)[26] GMC (126)[27] Scion (117)[27] Land Rover (123)[27] Kia (126)[28] Ford (118)[28] Scion (123)[28] Jeep (129)[29] Land Rover (119)[29] MINI (131)[29] Dodge (130)[30] Dodge (124)[30] Volkswagen (131)[30] Jaguar (130)[31] Mitsubishi (124)[31] Mitsubishi (133)[31] Mini (133)[32] Volkswagen (124)[32] Suzuki (136)[32] Volkswagen (135)[33] MINI (139)[33] Dodge (137)[33] Mitsubishi (146)[34] Fiat (151)[34] Land Rover (170)[35] smart (151)

This story crossed my mind as J.D. Power announced its 2012 U.S. Initial Quality Study, which measures the alleged quality of vehicles, based on “problems” reported by customers at 90 days of ownership. In the olden days, these problems used to be warranty cases that landed the car in the shop. These have become so rare that J.D.Power resorted to counting difficulties with understanding new technologies as a “problem.” According to the study, “owners report more problems related to audio, entertainment, and navigation systems than in any other vehicle area.”

Something that is hardly admitted: The results hinge a lot on perception instead on reality. Look at the Toyota result. The 2010 measurement was taken during the height of the sudden acceleration hysteria. Toyota dropped to rank 22. A year later, with everything forgiven and forgotten, Toyota was on rank 7. This year Toyota has even fewer complaints, and lands on place 8.

Look at Jaguar’s jump from 22 last year to 2 this year. Trust me, JLR has not re-engineered its cars, bought new production lines and changed the workforce.

Barnes did the right thing by moving to China where J.D.Power is being largely ignored. Back at home, assistants and consultants will be busy producing charts such as the above (I still have the template,) while advertising agencies put (for a fee) the 21 different segment awards into their ads. 21 awards for 35 contestants – everybody will be happy.