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不知为啥Quora给推了一个两年多前的问答，看了下表示部分同意。注：该答主有不少拼写错误。
再注：发达国家也有很多原生网民也并不能跨过Survivorship bias或者Selection bias来分析问题。
贴一哈：
Why do people keep buying luxury German made cars when there are official reports that their build quality is far worse than Japanese made cars?
I love this question because, as a marketer, it’s an opportunity to explain buying factors.
The answer has three components:
Your data is inaccurate
Quality has become a hygienic factor for the most partWhy do people keep buying luxury German made cars when there are official reports that their build quality is far worse than Japanese made cars?
You are assuming the quality is the #1 factor when buying a car
Let’s look at each:
German build quality is far worse than Japanese - or is it?
I don’t know what you mean with ‘official’ reports. The most trusted source for vehicle quality is JD Power and Associates.
According to their 2016 U.S. Initial Quality Study (IQS) , the top two spots for quality correspond to a Korean and a German manufacturer. Kia and Porsche. The first Japanese manufacturer on the list is Toyota, with BMW in #5.
If you look at the entire list, one can only conclude German quality is pretty good, and about the same, if not better, than that of Japanese manufacturers.
My experience is consistent, my VW CC has about 110,000 miles and runs like new. Maybe that’s why in 2016 Volkswagen passed Toyota as the World’s largest top car manufacturer.
Even though the perception might be that Japanese cars are better built, the facts do not support that claim. If anything, Koreans are the best-built cars nowadays, with two of the four spots. Maybe a better conclusion is that the nationality of the brand is not a good indicator of quality.
Quality is mostly a hygienic factor
When consumers evaluate product attributes, there is a special category called Hygienic Factors. They are interesting because they are really important when they are missing, causing a great deal of dissatisfaction, but once they are satisfied, they lose all their power and value.
Think about a hotel stay. If the bed sheets are dirty and you find a cockroach in the bathroom, you might leave and find another hotel, never to stay there again. All other factors like luxury, price, or breakfast buffet, become irrelevant if your room is not clean.
However, once you reach certain level of cleanliness, it no longer is important. Imagine a really clean room. Now imagine hotel management spends an extra hour cleaning every nook and cranny in your room, disinfecting the remote control, replacing the air filter, etc. Most people won’t notice. You are unlikely to tell your friends ‘wow, this hotel is incredible, you won’t believe how clean it was!’.
After cleanliness has been satisfied, it’s irrelevant, and other factors take importance, like price, decor, and service.
In the 80’s quality was a big deal for automobiles. I was a kid and remember riding in cars where the electric windows did not work, the digital display was broken, a knob would fall off. It was not uncommon to see cars at the side of the road. I remember playing mechanic more than once, checking spark plugs, fuel lines, and adding a few drops of fuel directly into a carburetor. That’s no longer the case.
Back in those days it was very common to buy a VCR or a home stereo to find something was not working. Electric devices will break down often. Quality was a big deal.
No more. Manufacturers understand the economic costs of bad quality, and the impact to customer satisfaction and loyalty (repeat purchase). Manufacturing processes like six sigma or total quality management are common. We expect things to work at the first try because they mostly do.
In other words, the quality of both Japanese and German manufacturers is good enough (in general terms), therefore it’s irrelevant.
Quality is not the #1 reason why people buy a German car
There is a segment of customers who like Japanese design, they like the Japanese version of luxury, and can’t imagine a better way to travel wherever they need to go, doctor visit or bingo tournament (OK that’s a joke), than on a Lexus.
Then there are people who prefer a car like this:
Let me put it this way: Once you have driven A 2016 Porsche Cayman down a twisty road, and felt how the naturally aspirated flat 6-cylinder engine delivers power from 3,000 RPM to 6,000 RPM and felt the shift with the DoppelKupplung Triptronic transmission, you will understand why people buy German cars.
Notice I wrote ‘felt’, and I mean that literally. Both because the engine is a few inches behind your back (there is no room for a second row seat) and because the car is designed to make you feel the engine and feel the road.
This opposed to most Japanese cars who are designed to isolate you from any feeling with noise suppressing systems, super soft shocks and super-soft hydraulic steering. (remember the Lexus ad with the champagne glasses?).
In quick summary people who buy German cars are different types of buyers than those buying Japanese cars. People who buy German cars assume these will have good enough quality, and buy them because of their engineering, performance and because they enjoy driving. |
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