Analyst - Japan Autos, Hirakata Office

Noriaki Hirakata, CFA

Analyst - Japan Autos

Hirakata Office

Thematic (Sector/Industry)

Japan Consumer discretionary / Thematic (Sector/Industry)

<ul><li><h2>Korean brands outperformed at 2017 IQS Study</h2><p>Kia ranks highest in overall initial quality for a second consecutive year.<br>Genesis ranks second overall followed by Porsche.</p></li></ul><ul><li><h2>Detroit Three outperformed Import Brands</h2><p>D3—General Motors, Ford, and Chrysler—outperform import brands for the second year in a row.</p></li></ul><ul><li><h2>Only 2 Japanese brands rank above the average</h2><p>This is the strong evidence of the decay. <br>Nissan ranks highest among Japanese brands as the 10th position followed by Toyota as the 13th.<br>Lexus ranks below the average and other Japanese luxury brands, Infiniti and Acura rank below GMC or Chrysler.</p><p>This will impact the brand value of Japanese brands over the time, in the form of the transaction price or the residual value.</p></li></ul>

Korean brands outperformed at 2017 IQS StudyKia ranks highest in overall initial quality for a second consecutive year. Genesis ranks second overall followed by Porsche.Detroit Three outperformed Import BrandsD3—General Motors, Ford, and Chrysler—outperform import brands for the second year in a row.Only 2 Japanese brands rank above the averageThis is the strong evidence of the decay.  Nissan ranks highest among Japanese brands as the 10th position followed by Toyota as the 13th. Lexus ranks below the average and other Japanese luxury brands, Infiniti and Acura rank below GMC or Chrysler.This will impact the brand value of Japanese brands over the time, in the form of the transaction price or the residual value.

2017 IQS Study: Another Evidence of the Decay