It is pretty clear in researching the long term quality ratings of many car brands, there are certain makes that are consistently considered worse than the average. So why do so many good people put their hard earned cash toward these bad cars?
If you read Consumer Reports, there are certain car brands that seem to be hated by the publication. American car manufacturer Jeep seems to be so completely incompetent according to Consumer Reports that their Wrangler model was once rated 17 out of a possible 100. In that same issue, the Toyota Highlander was rated 89 out of 100 within the same vehicle class as the Wrangler. Jeep also fares poorly across their entire model line. In some categories, such a small SUV's, the bottom 3 vehicles are all made by Jeep. And this type of rating performance is consistent across issues, as Jeep has held the bottom spots for years.
The difference between a 17 out of 100 and an 89 out of 100 should be the difference between a vehicle that has virtually no sales versus once that appears in nearly every driveway. And yet, as it relates to these two vehicles, nothing could be further from the truth. Over the past 6 years, the Jeep Wrangler has sold 1,057,511 units. During that same time, the Toyota Highlander has sold 960,822 units, which is 96,689 fewer sales than the Wrangler.
So what could possibly explain such an incredible paradox? A vehicle so completely hated by an automotive authority that outsells the publication's highest rated vehicle? What's up with that?
1. Image
Many Jeep drivers would rather spend the few moments the vehicle is not in the shop driving in style than spend consistently reliable driving time in a boring Toyota. A Jeep Wrangler enhances the image of being an adventurous, outdoorsy personality. A Wrangler seems to convey an image of being the life of the party, while also being strong. Many drivers want their vehicle to convey this image as they drive the car to and from the mechanic.
2. Experience
Unlike most cars, the Jeep Wrangler offers a different driving experience. With exposed spaces that include doors, driving in a Jeep is similar to driving in a dune buggy. With so many vehicles seeming to attempt to produce identical models, the Jeep has held true to being different from the pack. That independent perspective - while enhancing the driving experience - likely has helped contribute to such a poor rating from publications like Consumer Reports.
3. Heritage
The Jeep Wrangler celebrated its 70th anniversary in 2011. That type of heritage is impressive in auto brands that often change year over year. Even long standing models, such as the Toyota Highlander can only put 18 years of production up against the 70 of Jeep. Over time, the momentum of sales propels new sales, and is a key contributor to consumer buying behavior.
4. Military Grade
Appropriate or not, Jeep seems to be a vehicle associated with military strength. Often in movies Jeep is a make used in military situations, no doubt an image Jeep does what it can to encourage. That may take the form of product placement in key situations.
5. Off Roading
Jeep may not be a make that supports off roading without consequences - such as poor reliability or broken parts. But with its high clearance and 4 wheel drive, Wrangler drivers can at least get off road for some degree of enjoyment. Few, if any, normal cars can go as far off road as a Jeep theoretically can.
6. Network Effects
Seeing your friends driving a Jeep probably has a greater impact on your car buying decision than Consumer Reports or any other car buying authority. Peer pressure may not be the same in car buying as it is in the schoolyard, but the influence of peers can be pronounced. This effect can be compounded by the fact that Jeep has a poor reliability record. Buyers may be embarrassed by having parted with large sums of cash for a lemon, and may deal with that embarrassment by talking up the vehicle's attributes, rather than dwelling on its shortcomings.
Summary
Good people do buy bad cars for a variety of reasons, including the 6 listed in this article. Key among them is the theme of image. A vehicle that conveys an image of military strength, off road capability, and a heritage of both tells viewers that the driver also has those competencies. And when the vehicle fails to live up to its image, drivers are reluctant to admit they were taken for a ride and tell potential buyers to beware. Instead, they talk up the vehicle's attributes in the hopes that other drivers will also share their misery.
Do you own either an Jeep Wrangler or Toyota Highlander? Can you spot the 72 point difference between the Wranger (17/100) and the Highlander (89/100)?