(Bloomberg) -- South Korean automakers Kia Motors Corp. andHyundai Motor Co. tightened their grip on the lead in U.S.new-vehicle quality with Kia ranked best in J.D. Power’s annual survey, the first time in27 years a non-premium brand held the top spot.

General Motors Co. had seven winners in vehicle categories, themost of any company in the Initial Quality Study, released Wednesday, andthe Detroit Three automakers’ domestic brands scored better onaverage than their import counterparts for just the second time inthe survey’s 30 years. Kia’s rate of 83 problems reported per 100vehicles in the first 90 days of ownership was one fewer thanPorsche, with Hyundai third at 92.

“Over the last 10 years, Hyundai and Kia kept moving up,up, up, up,” Renee Stephens, J.D. Power’s vice president of U.S.automotive quality, said in an interview. “Quality has just been apriority in everything they do. It’s been pervasive, it’s been ajourney, they never let up and that’s what it took.”

Survey used to make purchase decisions

The survey is an automotive bellwether that consumers followclosely and use to make purchase decisions. Industrywide,new-vehicle quality improved 6% from 2015, the biggest increase inseven years as 21 of 33 brands rated gained ground. Technology suchas dashboard information systems remains a “pain point,” thoughautomakers are making progress at addressing that, Stephens said.Korean and U.S. companies improved the most in making technologyeasier to use.

“Voice recognition and Bluetooth remain the top two problems,but for the first time since we’ve been highlighting it, voicerecognition actually improved,” Stephens said. “That’s anindication that maybe we’re turning the corner on some of theseareas.”

Hyundai and Kia, its affiliate, have climbed to the top of thestudy’s ranks after striving for years to overcome an image in theU.S. of making cheap utilitarian vehicles. They committedthemselves to radically remaking their image around better designsand greatly improved quality. In last year’s survey, Kia was secondand Hyundai fourth.

Five U.S. brands were better than this year’s industry averageof 105 problems per 100 vehicles, while an equal number were worsethan that mark, including all of Fiat Chrysler Automobiles NV’sbrands. Yet Fiat Chrysler’s Chrysler and Jeep brands were the mostimproved, with each lowering their number of problems by 28 fromlast year.

The Detroit Three’s domestic brands collectively had a score of103, an improvement of 10% from last year. Import brands were at106, trailing their U.S. competition for the first time since2010.

Simpler controls

Ford Motor Co.’s namesake brand and Lincoln luxury division werebetter than the industry average again, after plunging a few yearsago because of complaints about its dashboard touch-screencontrols. Last year, the company ditched its MyFordTouch controls,introduced a simpler system known as Sync3 and restored old-styleknobs and buttons on the dashboard.

Ford “struggled with being one of the first in” withtouch-screen controls, Stephens said. “They learned and listened tothe consumer.”

Following GM in top ratings in vehicles categories were ToyotaMotor Corp., Hyundai and Volkswagen AG.

Premium brands fell across the board, led by Tata Motors Ltd.’sJaguar, which slipped to below average, with 127 problems per 100vehicles, from third last year with 93. Nissan Motor Co.’s Infinitiluxury line also dropped out of the top 10.

Honda Motor Co.’s main brand, once a quality leader, fell belowthe industry average, widening to 119 problems per 100 vehiclesfrom 111 last year. Problems with introductions of the Civiccompact car, Pilot sport utility vehicle and HR-V small SUV pusheddown Honda’s score, Stephens said.

J.D. Power, a unit of S&P Global Inc., collected responsesfrom February through May from more than 80,000 purchasers andlessees of new 2016-model vehicles after 90 days of ownership. Thestudy was released at an Automotive Press Association event in Detroit.

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