It is true that JD Power has devalued its brand by issuing rankings about everything under the sun. However, its studies are NOT a joke. Automakers consider JD Power’s IQS (Initial Quality) and VDS (Vehicle Dependability) with their PP100 methodology as the industry standards. In fact, Hyundai HQ hired JD Power in the late 1990s to help improve its poor quality, which they have by all accounts. The impact that product quality has on generating consumer demand and customer retention is statistically proven and well documented. With less direct impact, CSI (Customer Service Index) also provides a measure of customer retention. The impact on the business of other JD Power studies, like APEAL (Automotive Performance, Execution and Layout), and SSI (Sales Satisfaction) is less clear. But I wouldn’t throw out the baby with the bath water by stating that all its studies are a joke.