Relevance of article is caused by the fact that customer's satisfaction currently serves as the mechanism allowing the carmakers to be competitive in the market. The paper describes issues of assessment of the quality of products manufactured by automobile companies. The assessment is based on widely applicable complex characteristics of the quality. The obtained values of the quality index with the price criterion can be used at all stages of the automotive manufacture as well as of the price-quality ratio which completes the process of decision-making on car purchase. Materials of article represent the practical importance, results of a research can be used by automobile companies in development of strategy of product quality improvement.