J.D. Power continues to pursue brand extensions.
The market-research company began with a single survey on initial vehicle quality. That has expanded to five surveys related to automakers and dealers, as well as consumer surveys regarding insurers, lenders and more.
On Jan. 25, the company named the first recipients of the J.D. Power Total Ownership Experience Award. Top honors went to Buick in the mass-market category and Porsche in the luxury category.
The new award combines a new survey and five existing J.D. Power studies: Automotive Performance, Execution and Layout; Customer Service Index; Initial Quality Study; Sales Satisfaction Index; and Vehicle Dependability Study.
In addition, J.D. Power has begun offering, through dealerships, finance and insurance products, labeled J.D. Power Automotive Protection Products, for new-car buyers across the U.S.
“The confidence inspired by our brand is something we believe will help lead new-car dealers to more sales of these important products and more satisfaction with the dealer-customer relationship in the long term,” Chris Sutton, vice president of U.S. automotive retail practice for J.D. Power, said in a statement.
J.D. Power Automotive Protection Products include extended service contracts, tire-and-wheel protection, paint and fabric protection, GAP, key replacement, dent-and-ding protection, maintenance and windshield protection.
J.D. Power began offering F&I products at 10 dealerships last September. That pilot ended in December.
J.D. Power is licensed to offer the products in all 50 states, but is not yet present in all of them, spokesman Geno Effler said in an email. “Currently, we have nearly 25 dealerships signed up, representing nine different brands,” he said.
CEO Finbarr O’Neill said there’s no risk of a conflict of interest in offering products that might compete with similar products branded by either manufacturers or dealerships that are J.D. Power clients. He compared offering the new line of products to franchising. “If you can control the quality and people have a good experience, is it a good business? Yes,” he said.