Durability tops perceived quality in auto parts, IQA and Ipsos survey finds

What makes a customer see an auto part as “high quality”? A survey by IQA (Brazil’s Automotive Quality Institute) and Ipsos, presented at the 12th IQA Automotive Quality Forum and reported by Revista O Mecânico on October 20, offers useful insights for auto parts stores, repair shops and auto centers.

According to the study, durability is the most cited factor: 59% of respondents associate it with quality. Next come safety (50%), warranty (36%), certification (34%) and value for money (33%). The research also looked at maintenance habits, criteria for choosing parts and services, and how brands influence purchase decisions.

The numbers should be read with care: IQA itself points out that the survey measures respondents’ perception, not the technical quality of the parts. Objective assessment depends on technical requirements, testing and conformity assessment.

The forum also highlighted the role of the team. Marcelo Pereira, head of automotive & mobility at Ipsos, said that professionals trained to diagnose, analyze and explain procedures convey more confidence to customers. The article adds that, with the growth of e-commerce and new technologies, choosing a part increasingly relies on technical guidance, origin and trustworthy information.

The event also launched Plataforma LAB, a digital environment connecting laboratories with companies that need technical testing, and presented the 6th Automotive Quality Award.

Practical takeaways

• Explain to customers the expected durability and warranty of the recommended part.
• Highlight certification and origin in the quote, not just the price.
• Record the service and the part installed: it simplifies warranty claims and builds trust.

With the VEXCOM ERP, your repair shop or auto parts store keeps each vehicle’s history of installed parts, brands, warranties and approved quotes, showing customers clearly what was done and why. See the features.

Source: Revista O Mecânico, published on 10/20/2026. Photo: reproduced from Revista O Mecânico.