MB Fails IQ Test

Robert Farago
by Robert Farago
mb fails iq test

Car czars say the craziest things! In 2002, GM CEO Rick Wagoner said hybrids were only applicable to Japan, where gas cost $4 a gallon. About the same time, Flyboy Bob Lutz ridiculed edgy-looking, proto-300C concept cars as 'angry appliances'. And now Mercedes chief Eckhard Cordes says MB may no longer strive to top JD Power's survey of initial quality (IQ). For a brand whose reputation once rested on the bedrock of bullet-proof build quality, Mercedes' potential capitulation to the forces of mediocrity is startling– in the worst possible, most memorable way. If Jeopardy had a category 'Things Auto Execs Shouldn't Have Said', Cordes remark would only be a $100 answer.

From a PR perspective, Cordes' remarks are an unmitigated disaster. If there's one thing Americans hate more than a $80k German sedan with dodgy electrics– I mean, a loser, it's a sore loser. In J.D. Power's 2004 Initial Quality survey, Mercedes-Benz clocked-in at number ten, with 106 problems per 100 vehicles. (Lexus was first, with 87 problems per 100 vehicles.) When the tenth ranked company suggests it no longer aspires to the top slot in the most widely recognized measure of who builds the best damn car on the planet, it's the very definition of sour grapes, in a seven-year-old kinda way. Who cares about YOUR stupid quality survey ANYWAY? I'm going to do my OWN survey. So THERE.

From a more emotionally detached and rational perspective (i.e. from the POV of a German head of a German company), the man's got a point. After dropping the bombshell on his own foot, Cordes went on to say 'In order to become [number] one in J.D. Power, it is not only about hardware quality. It also has to do with the American taste, how they want cars.' In other words, if ain't broke, but Americans don't like the way it looks, feels or works; it still counts against you. Cordes noted that JD will mark down a car's initial quality if the steering wheel has too many buttons on it.

It's not the best possible example; it's hard to imagine a Merc owner bitching about the complexity of his steering wheel controls when the nearby dash has more buttons than the flight deck of an AWACS aircraft. And careful readers will note Herr Cordes' use of the phrase 'hardware quality'; the majority of Mercedes' current reliability issues are software-related. But, in the main, he's right. And if quality includes design, multi-national Mercedes could be screwed even before the driver's door kick panel falls off. Americans might view a paddle shift transmission as an unwelcome complication, whereas Italian drivers would consider it engineering genuis. As Cordes put it, 'One has to carefully analyse whether with a global car it is really advisable to strive for being J.D. Power number one.'

Obsessive pistonheads will recall that MINI also ran afoul of JD's methodology, when the runabout's German masters forgot to direct its English designers to include cupholders for the American market. And the Porsche Cayenne stumbled at the starting line, when Stuttgart's engineers figured it was OK for one key fob press to open the driver's door and two clicks to open all the doors– as long as they were performed at PRECISELY TIMED INTERVALS. As someone who regularly fails to open the back doors of his Cayenne while holding a terrible two-year-old, I can certainly agree that bad design is a bitch. But the popular definition of 'quality' has more to do with bits not falling off than not being able to corner with a Venti bold between your legs.

Unlike Mr. Cordes, I've raised questions about the integrity of JD Power's results before. If nothing else, I find it worrying that Mr. Powers' minions sell customer survey services to the very same manufacturers and dealers that it rates on behalf of consumers. It's also important to keep in mind that JD Power dominates the automotive ratings game like AC Nielsen once dominated TV ratings. Does absolute JD Power corrupt absolutely? Who guards the guardian? Maybe Consumer Reports, a non-profit consumer advocacy group (albeit with extremely well-paid executives), should release a survey of survey companies. Would JD consider it fair if Consumer Reports rated the design of JD's questions as well as the quality of their results?

In any case, my sympathy for Mercedes only goes so far. Their defense– we can't please all of the people all of the time– is misleading; JD's respondents judge multi-market Lexus products by the same criteria as they rate Mercedes'. Although his remarks are entirely justifiable, Cordes will eventually wish he'd kept his mouth shut and built better cars.

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  • Sherman Lin Sherman Lin on Apr 17, 2007

    Yeah Mercedes Benz scores have been at the bottom for JD Powers but I also think Consuers Reports for the last couple of years. Cocky son of a gun, kind of reminds me of GM or Ford. If their true quality has declined then it will be fun to watch them get their comeupance so to speak from their Japanese or fellow German competitors.

  • on Jun 22, 2009

    [...] [1] MB Fails IQ Test | The Truth About Cars [2] Holden and Ford Last in New JD Powers‘ Aussie Survey | The Truth About Cars [3] [...]

  • Make_light I drive a 2015 A4 and had one of these as a loaner once. It was a huge disappointment (and I would have considered purchasing one as my next car--I'm something of a small crossover apologist). The engine sounded insanely coarse and unrefined (to the point that I wasn't sure if it was poor insulation or there was something wrong with my loaner). The seats, interior materials, and NVH were a huge downgrade compared to my dated A4. I get that they are a completely different class of car, but the contrast struck me. The Q3 just didn't feel like a luxury vehicle at all. Friends of mine drive a Tiguan and I can't think of one way in which the Q3 feels worth the extra cost. My mom's CX-5 is better than either in every conceivable way.
  • Arthur Dailey Personally I prefer a 1970s velour interior to the leather interior. And also prefer the instrument panel and steering wheel introduced later in the Mark series to the ones in the photograph. I have never seen a Mark III or IV with a 'centre console'. Was that even an option for the Mark IV? Rather than bucket seats they had the exceptional and sorely missed 60/40 front seating. The most comfortable seats of all for a man of a 'certain size'. In retrospect this may mark the point when Cadillac lost it mojo. Through the early to mid/late 70's Lincoln surpassed Cadillac in 'prestige/pride of place'. Then the 'imports' took over in the 1980s with the rise of the 'yuppies'.
  • Arthur Dailey Really enjoying this series and the author's writing style. My love of PLC's is well known. And my dream stated many times would be to 'resto mod' a Pucci edition Mark IV. I did have a '78 T-Bird, acquired brand new. Preferred the looks of the T-Bird of this generation to the Cougar. Hideaway headlights, the T-Birds roof treatment and grille. Mine had the 400 cid engine. Please what is with the engine displacements listed in the article? I am Canada and still prefer using cubic inches when referencing any domestic vehicles manufactured in the 20th century. As for my T-Bird the engine and transmission were reliable. Not so much some of the other mechanical components. Alternator, starter, carburetor. The vehicle refused to start multiple times, usually during the coldest nights/days or in the most out of the way spots. My friends were sure that it was trying to kill me. Otherwise a really nice, quiet, 'floaty' ride, with easy 'one finger' steering and excellent 60/40 split front seat. One of these with modern mechanicals/components would be a most excellent highway cruiser.
  • FreedMike Maybe they should buy Twitter now.
  • FreedMike A lot of what people are calling "turbo lag" may actually be the transmission. In this case, Audi used a standard automatic in this application versus the DSG, and that makes a big difference. The pre-2022 VW Arteon had the same issue - plenty of HP, but the transmission held it back. If Audi had used the DSG, this would be a substantially quicker, more engaging car. In any case, I don't get these "entry lux" compact CUVs (think: Cadillac XT4, Lexus NX, BMW X1, etc). If you must have a compact CUV, I can think of far better options for a lot less money. And, no, the Tiguan isn't one of them - it has the Miller-cycle 2.0T, so it's a dog. But a Mazda CX-30 with the 2.5T would fit the bill.
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