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

Bertel Schmitt
by Bertel Schmitt

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.


Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Fozone Fozone on Jun 21, 2012

    I have not met a single VW owner in the US who hasn't had some combination of a crap car or crap service from the company. The fact that they are still able to sell any cars here really is a testament to their marketing organization. Woe be unto them if they lose their 'edginess' as a brand.

  • El scotto El scotto on Jun 21, 2012

    I used to work by the VW headquarters in metro DC. All of their employees drove like a-holes. I just considered it "fair warning".

  • 3SpeedAutomatic R&T could have killed the story before it was released.Now, by pulling it after the fact, they look like idiots!! What's new??
  • Master Baiter "That said, the Inflation Reduction Act apparently does run afoul of WTO rules..."Pfft. The Biden administration doesn't care about rules. The Supreme Court said they couldn't forgive student load debt; they did it anyway. Decorum and tradition says you don't prosecute former presidents; they are doing it anyway. They made the CDC suspend evictions though they had no constitutional authority to do so.
  • 1995 SC Good. To misquote Sheryl Crow "If it makes them unhappy, it can't be that bad"
  • 1995 SC The letters on the hatch aren't big enough. hard pass
  • Ajla Those letters look like they are from AutoZone.
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