Can We Use JD Power Studies To Become The eHarmony of the Automotive World?

Are the statistical experts at JD Power, and the matchmaking experts over at eHarmony.com more alike than different?

Before you think that 009 has truly flipped out, let me explain. The whole premise of eHarmony is that, through their patented 29 step evaluation process, they promise you will meet the mate most compatible for you. Sounds good on the surface, and if you think about it, buying a car is a bit like picking a potential mate

First you weigh the attractiveness of the candidate, and factor in the known negative values, and then determine if this relationship is worthy of a long term commitment. Basically, it is a statistical analysis weighing emotional factors with real life consequences.

Just like buying a new car.

First the right side of the brain kicks in and the emotional appeal of the vehicle entices your senses. But now the left side of the brain factors in and reliability and quality issues to counterpoint those emotions. Who wins? Sometimes we make a wrong choice the emotions rule, and we buy a car that turns into a nightmare. On the other hand if we allow logical to always prevail, then are we missing out on the thrill of taking it to the next level? After all you can’t always live in a cocoon can we?

Wouldn’t it be nice if someone could give us all of the steps needed to find the perfect automotive match? Maybe JD Power surveys can show us the collective light? The three main reports released by the Power network actually may do just that.

First off is the annual APEAL study which quantifies the same basic emotional tendencies that eHarmony addresses for match making. Then the Initial Quality Study and the Vehicle Dependability Studies if subtracted are available to bring us back to reality.

So let’s take two examples and run them through the paces and see what we get. In this example we will take the overall APEAL scores as a basis of our computations.

First off we will take Lexus, for many the benchmark of excellence in all areas. Lexus scores rather highly in the APEAL rankings with a score of 836 points. Next we will subtract the excellent IQS and VDS scores of 94 and 136 respectively, and we get a grand total of 606 points. Not too bad overall. Now on to example number two, Land Rover.

Land Rover too ranks in the upper end of the APEAL rankings with a score of 815 points but this time when we subtract out the IQS and VDS scores of 170 and 428 we get an over total of only 218 points. A big difference compared to the Lexus. It seems reliability and quality issues can really take their toll in the exercise.

Can these reports be combined in a meaningful manner? No doubt scientifically the results are probably off by quite a margin, but the theory at least is correct. With that in mind I applied the formula across the board to let you see how everyone stacks up against each other The idea here is to see who matches best wit the target consumer

Now looking at these rankings how do you think they stack up. Are you where you think you should be?

APEAL–IQS-VDS=Match Compatibility?