Korean Auto Brands Surpass Japanese And Germans In Quality Ranking

June 25, 2018
David Kiley,  Forbes Magazine

Two decades ago, Korean brands Hyundai and Kia were considered little more than compromise purchases for people who didn't have the cash or credit score to afford a car from Japan, Detroit or Europe. Today, according to vehicle quality tracker J.D. Power, Toyota and BMW and other stalwarts of quality and reputation are chasing Hyundai, Kia and Hyundai luxury brand Genesis for the fewest glitches and design flaws.
The three Korean brands, which are all controlled by the Hyundai Motor Group, have the fewest problems per 100 new vehicles, according to to J.D. Power's 2018 initial quality ranking.

The Genesis luxury brand, launched by Hyundai in 2016 after previously selling a Genesis brand sedan in Hyundai showrooms, topped the list with 68 problems per 100 cars. Genesis-a lineup up of two cars with a third on the way- beat the previous top-ranked luxury brands Porsche (with 79 problems per 100) and Lexus. This honor continues a string of third-party endorsements for the two-year-old Hyundai luxury spinoff. Earlier this, Genesis year also led Consumer Reports' list of top-ten brand rankings.

Power's Initial Quality Study (IQS) measures complaints from owners in the first three months of ownership. Power has found over the decades that brands and models that score high on its IQS ranking also end up ranking high on its Vehicle Dependability Study (VDS), which measures quality/customer complaints over three years of ownership. Hyundai, for example, recently scored third in Power's VDS. Hyundai Tucson is top ranked small SUV Hyundai scored 14 fewer problems per 100 vehicles this year versus 2017, moving from sixth last year to third this year.

Besides build quality, Hyundai and Kia (which share a technical development center in Ann Arbor, Michigan), have succeeded on developing one of the best telematics systems in the industry. Hyundai's BlueLink and Kia's UVO systems have proved easy to use, and other companies have lost ground in this study because their connected-car smartphone interface systems have trailed leaders like Hyundai and Kia.
Kia Soul has been popular model for Kia, which is the top ranked mass-market brand on J.D. Power's IQS.Kia USA

The Genesis-Kia-Hyundai trifecta of leadership may take some consumers by surprise, but their improvement is part of a broader improvement in quality in the industry, as well as a steady climb in quality at the Korean automakers.

The industry average of 93 problems-per-100 vehicles is a four-point improvement over last year. "There's no question that most automakers are doing a great job of listening to consumers and are producing vehicle quality of the highest caliber," said Dave Sargent, Vice President of Global Automotive at J.D. Power. "That said, some vehicle owners are still finding problems. As vehicles become more complex and automated, it is critical that consumers have complete confidence in automakers' ability to deliver fault-free vehicles."
One of the biggest benefits of improved quality for consumers, besides fewer trips to the mechanic, is longevity of ownership. Twenty-five years ago, automakers built cars to last 100,000 miles before major parts and systems would need to be replaced. Today, it is very common to find a wide array of used cars offered through websites like with 180,000 and 200,000 miles.

While the Koreans cleaned up on brand rankings, there were other notable results for Detroit, European and Japanese brands.

The top ranked car in the survey is the Porsche 911 with just 48 problem per 100 vehicles. Toyota Corolla is the top ranked compact car. Kia Sorrento is top-ranked mid-sized SUV. Chevy Silverado is the top ranked light-duty pickup. Nissan Altima is the top-ranked mid-sized car and the Hyundai Tucson is the top-ranked small SUV.

Kia rises in J.D. Power quality; Japanese fall below average

Published June 17, 2015
Automotive News

Kia topped all other nonpremium brands in J.D. Power and Associates' latest survey of new-vehicle quality for the first time ever, while Japanese brands fell below the industry average -- another first in the study's 29-year history.

Each Kia vehicle improved this year as the Korean brand rose to second place in the overall rankings, behind Porsche. Kia had two nameplates, the Soul and Cadenza, in the top 10 - the first time the automaker has had vehicles in that elite group. While brands that launch new vehicles tend to take hits in the rankings, Kia avoided such a fate with the redesigned Sedona minivan.

Kia also performed well in the technology category, which continues to confound much of the industry.

"One of the biggest areas they improved was the audio, communication, entertainment and [navigation], which everyone is struggling with. They're getting it right," said Renee Stephens, Power's vice president of U.S. automotive quality, in an interview.

Ford rises

Ford, which has struggled in Power's closely watched Initial Quality Study, has battled through its growing pains with MyFord Touch to score above the industry average for the first time since introducing the infotainment system in 2011.

Although Fiat again ranked last in the study, it had the largest improvement of any brand, trimming 45 problems per 100 vehicles from its score. Infiniti had the second-largest improvement with 31 fewer problems per 100 vehicles, while Kia was next with a 20-point gain.

Chrysler (+32 problems per 100 vehicles), Lexus (+12), Cadillac (+7) and Land Rover (+7) showed the largest erosion in quality scores.

Power found that entertainment and connectivity systems remain the industry's most problem-prone areas. Topping the list of gripes: problems with voice recognition and Bluetooth pairing.

Japan falls behind

Although Japanese brands as a whole improved slightly in 2015, it wasn't enough to keep pace with the industry, notably major gains by European and Korean brands.

Domestic brands tied their Japanese rivals for just the second time after recording an average of 114 problems per 100 vehicles. European brands, on the other hand, bested the Japanese makes for the first time with a score of 113.

"This is a clear shift in the quality landscape," said Stephens. "For so long, Japanese brands have been viewed by many as the gold standard in vehicle quality."

General Motors, Hyundai Motor Co., Nissan Motor Corp. and Volkswagen AG each had four segment winners to lead the industry.

The Lexus LS, with 61 problems per 100 vehicles, was the top-scoring vehicle. The Chrysler 300 sedan, winner of the large-car segment, was the only domestic product to reach the top 10 after registering 48 fewer problems per 100 vehicles in 2015. It is the first time the 300 has placed in the top 10.

Korean brands improved 11 percent year on year, while domestic and European brands each increased 3 percent. Japanese brands, in contrast, improved 1 percent.

'Historic shift'

Stephens said the Japanese brands' position below the industry average is a "historic shift."

"The main area that stood out to me this year is really the quality patterns that shifted in the industry. Looking at it over time like we have, the improvement rate on the domestics, European and Korean brands now outpaces the Japanese brands -- and that was something we hadn't seen in a very long time," she said.

The 2015 Initial Quality Study is based on feedback from more than 84,000 buyers and lessees of new 2015 model vehicles after 90 days of ownership. The study was conducted from February to May of this year


2015 Kia Sorento Earns 2015 Top Safety Pick Award

Published February 20, 2015

By Anita Lienert, correspondent at

The redesigned 2016 Kia Sorento midsize SUV earned the 2015 Top Safety Pick award from the Insurance Institute for Highway Safety.

On sale now at Kia dealers, the 2016 Sorento earned "good" scores in all of the Institute's crashworthiness tests, including the small overlap front test. The 2014-'15 Sorento earned a "poor" rating in that test.

The small overlap test replicates what happens when the front corner of a vehicle collides with another vehicle or an object such as a tree or a utility pole.

In that test of the 2016 Sorento, "measures taken from the dummy indicate a low risk of any significant injuries in a crash of this severity," the Institute said in a statement.

It added: "It's a marked improvement from the previous-generation Sorento. In the test of the 2014 model, the driver's space was seriously compromised. Measures from the dummy indicated a high likelihood of injuries to the lower left leg and possible injuries to the left thigh and knee in a crash of this severity."

The Top Safety Pick award is given to vehicles that earn a good or acceptable small overlap rating and good ratings in the other four crashworthiness tests.

The Korean SUV is available with optional forward collision warning.

The 2016 Sorento has not been rated by the National Highway Traffic Safety Administration. The 2015 Sorento earned the top five-star safety rating from NHTSA.

Key Sorento competitors include the Chevrolet Equinox, Ford Edge, Honda Pilot and Toyota RAV4.

Edmunds says: This is a major safety achievement for the 2016 Kia Sorento and should be noted by shoppers in this crowded segment.



Superior Kia

260 W. Mitchell Avenue
Directions Cincinnati, OH 45232

  • Sales: (513) 541-3300
  • Service: (513) 541-3300
  • Parts: (513) 541-3300


  • Monday 9:00 am - 8:00 pm
  • Tuesday 9:00 am - 8:00 pm
  • Wednesday 9:00 am - 8:00 pm
  • Thursday 9:00 am - 8:00 pm
  • Friday 9:00 am - 6:00 pm
  • Saturday 9:00 am - 5:00 pm
  • Sunday 12:00 pm - 5:00 pm