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BMW and Daimler, with their strong efforts to adopt cutting-edge technology, have become suppliers’ favorite customers. The two German automakers were rated well ahead of eight other automakers in a joint survey of North American suppliers by J.D. Power and Associates and Automotive News. The “Suppliers’ Choice” survey, conducted in May, asked suppliers to rank the automakers by five factors: openness, trust, incentives, ease of work and implementation of solutions. The survey’s analysis is based on 132 supplier responses. BMW and Daimler “have a very technology-focused consumer,” says Mike VanNieuwkuyk, author of the survey.
Honda and Ford, who finished third and fourth in the ranking of 10 automakers, also were well regarded for their focus on technology. VW, chided for their emphasis on cost cutting, finished 10th.
The survey underscores the growing importance of technology at a time when automakers are under heavy pressure to boost fuel economy, improve safety, and provide sophisticated infotainment. Toyota, who ranked second in the last survey in 2009, have lost three places this year; survey respondents said Toyota have grown reluctant and resistant to adopt new technology.
The study offers other conclusions as well:
• Chrysler Group, who have had a persistently low rank, improved the most since 2009. gaining three places to finish sixth.
• Volkswagen have the lowest score in three of the five categories.
• GM did poorly, finishing ninth, despite a variety of efforts to improve relations.
