J.D. Power and Associates will try to do for new-vehicle launches what it has been doing with consumer attitudes for years — telling automakers everything they are doing wrong.
The new initiative — called the Vehicle Launch Index — will have Power advising auto companies on their forecasting mistakes, reviewing their early pricing assumptions, and even critiquing new-car ad campaigns.
"There will be 88 new and restyled model launches in 2009," says Dave Sargent, Power's vice president of research. "Some of them will succeed. Others won't, and frankly should never have gotten approval to see the light of day. We hope to help the companies avoid making that mistake."
The index will follow launches for the first 12 months of a model's life.