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think our leather interiors smell refined and high-end, Chinese customers tend to think the smell has an unnatural quality.”
Moser doesn’t agree with the idea that quality is neces- sarily a matter of money. “Quality is a question of culture,” he says, “and a question of individual standards. The moment
Quality at Porsche THE SIX QUALITIES
EMOTIONAL QUALITY arises from the interplay of design, performance, and sound. It has always been a key characteristic of Porsche cars and an important criterion for customers.
FUNCTIONAL QUALITY means that a Porsche always runs perfectly and reliably and is suitable for everyday use. It is the precondition for all oth- er types of quality.
A great love of detail goes into the appearance of Porsche cars, including uniform composition and superior-grade materials that give it the vi- suals and feel. All of this is part of the AESTHETIC QUALITY.
Porsche customers expect excellent SERVICE QUALITY: rapid, attentive service at every inter- face from Porsche Centers to apps.
Simple and intuitive operation of all elements in the car, and smooth interplay of all systems and services make up the CONCEPTUAL QUALITY of Porsche cars.
CONTENT QUALITY covers all the information provided. Correct data that are available at all times—about routes, parking spaces, or charging stations—add up to a perfect driving experience.
you stop trying to fix the tiniest defect is the moment you start becoming careless. We will never be satisfied, and we will never stop working on improving our quality. The employ- ees in all of our departments are highly motivated every day to further optimize our outstanding and very emotionally ap- pealing products. We’re using key indices to make our quality transparent and visible, and also to guide our work and clearly identify the areas where we still need to improve.”
The quality department can also make a major econom- ic contribution to the company by reducing the number of customer complaints. That lowers warranty costs—while increasing customer satisfaction at the same time. “Despite the greater complexity of our products, we have to set our sights on optimizing quality even more for our customers,” insists Moser. “For us at the quality department, the custom- er is the absolute focus of our work. Which means that even one complaint is one too many.”
But there is one area in which customer perceptions of quality will in fact change. The new Taycan electric sports car does not make engine sounds—which have thus far been a key source of emotionality for Porsche. Other sounds—like how the wind rushes by, how the tires roll on the road—or the hum of the air-conditioning system—will now be more apparent. Work right now is concentrating on either eliminat- ing or accentuating these sounds. No attempts will be made to replace the typical sound of a Porsche engine, let alone generate it artificially. On the contrary. “This new experience of superior yet utterly quiet dynamics is fantastic. It’s a new type of quality. The emotional quality will consist precisely of the fact that we won’t hear anything at all,” says Moser with obvious enthusiasm.
“The complexity of our cars keeps increasing. They will become more connected, digital, and multifaceted. More- over, the automotive industry will soon be shifting from as- sisted to autonomous driving, and a crucial factor there will be the quality of the safety of those systems,” says Moser. “The demands placed on quality management in the future will therefore be rising dramatically. At the same time, there won’t be any decline in the existing standards of aesthetics or harmony. That means we will have to rethink quality. We will have to keep developing further, not just to address the greater complexity in quality-related matters, but also to keep improving ourselves. That is my aim.”
Digitization and Automation
 “It’s good to have someone take a more distanced look and offer us new stimuli. That’s why we’re enjoying working intensively and productively with our colleagues from Porsche Consulting.”
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