Dodge Fell From First To Last In J.D. Power U.S. Initial Quality Survey

In a stunning turn of events, Dodge has experienced a dramatic fall from grace in the J.D. Power 2024 U.S. Initial Quality Survey (IQS). Just last year, Dodge was celebrated for achieving the top spot in the survey, a testament to its commitment to quality and customer satisfaction. However, in 2024, the brand found itself at the bottom of the rankings, a shift that left both the industry and consumers scratching their heads.

The U.S. IQS, now in its 38th year, is based this year on responses from 99,144 purchasers and lessees of new 2024 model-year vehicles who were surveyed after 90 days of ownership. For the first time, the study additionally incorporates repair visit data based on hundreds of thousands of real-world events reported to franchised new vehicle dealers. The methodology for this year’s IQS was enhanced to unite newly acquired, state-of-the-art vehicle repair data with traditional J.D. Power VOC data while fielding continuously year-round. This enhanced IQS data allows automakers to quickly identify potential issues before they become bigger problems in the quality landscape.

What Went Wrong for Dodge? –

Dodge’s drop from 140 problems per 100 vehicles (PP100) to 301 PP100 is significant, and neither Dodge nor J.D. Power has released an official explanation. However, it’s not hard to see that the new Dodge Hornet could have played a major role in this decline.

The Dodge Hornet’s Impact –

A visit to HornetForums.com reveals numerous complaints from Hornet owners, most of which are related to electrical issues. From dashboards that go blank to malfunctioning adaptive cruise control (ACC), owners are reporting various errors that disrupt basic functions. These complaints are accumulating, creating a mountain of evidence that the Hornet is problematic.

The National Highway Traffic Safety Administration (NHTSA) website documents several complaints for both the 2023 Dodge Hornet GT and the 2024 Dodge Hornet GT and R/T. There are also 53 manufacturer communications (25 of them for electrical issues) for the 2024 model year alone. These communications are required by federal regulations to ensure manufacturers report defects, failures, or malfunctions, whether safety-related or not.

Sales Struggles –

The Hornet’s issues are compounded by its poor sales performance. It has consistently been one of the slowest-selling crossovers in America, making the top-10 slowest-selling list for the entire year. As of June 1st, the Hornet had a 384-day supply with 16,131 units sitting on dealer lots. In the 45 days prior to June 1st, Dodge dealers sold just 1,889 units. In comparison, the Jeep® Compass, its architectural sibling, sold 49,842 units, and the discontinued Renegade sold 7,326 units in the same period.

The Road Ahead –

Dodge’s new CEO, Matt McAlear, faces significant challenges as the brand enters a new chapter in its 110-year history. Addressing the quality issues, particularly with the Hornet, will be crucial. By focusing on rigorous testing, improving supply chain resilience, and better responding to customer feedback, Dodge can work towards regaining its position in the J.D. Power rankings.