In an Edmunds
Bob Lutz interview, the GM exec touches on the importance of image on the consumer's perception of value and reliability.
"So the reality is we've closed the quality gap but the lag in customer perception is still huge. The average person still believes that the Japanese cars' quality and reliability is head-and-shoulders above General Motors, and it simply is no longer the case.
It's going to take a while for that to get through. I would say the onus is on us to produce vehicles, which we're now doing and the Chevrolet Malibu is the first concrete example, vehicles with a much higher level of visual quality. Better panel fits, closer gaps, better door-closing sounds, better-tailored seat covers and more precise knobs and switches. Soft, low-gloss plastic parts instead of hard, shiny ones. All of those things are part of what the customer registers as a quality perception, which is why we call it "perceived quality." And your real quality can be outstanding, but if your perceived quality is off, the customer says, "Gee, I don't know, this is a pretty lousy-looking interior. I can't believe this is a good car." And you turn them off. That part we still have to fix across our whole product line and do interiors and exterior fits and finishes that tell the customer, "Wow, this thing was put together with great attention to detail and love of craftsmanship."
What is the number-one challenge facing GM right now? It sounds like it's changing the company's perception.
Yes, that's exactly right, you've got it. We've got to. And it's through advertising. It's through unpaid communication, through speeches, through owner experiences, through word of mouth. We have got to get the truth out about where we are on quality and reliability versus the Japanese. And as I say, part of the communication is how the car is put together. Because, again, you can have a totally reliable car with crooked body gaps, a door that closes with a bad sound, cheap interior plastic parts, carpets that don't quite fit. None of those things are a reliability problem or something that you go to a dealer about, but they're not nice. And it's up to us, as we've done in the Malibu, and as we will do in all of the cars we launch, that all of the sights and sounds, materials, controls and everything will contribute to sending the message of quality, as opposed to detracting from it. But you're right, it's our biggest problem — the lingering reputation that American companies, General Motors in particular, cannot produce consistent quality the way the Japanese can."