The development of analytical quality management tools in Russia at present is closely connected with more intensive study of customer satisfaction problems. The conventional auto quality assessment systems based mostly on reliability measurements during operating period are now considered by automotive manufacturers as just one of the segments in the general product quality assessment. Active implementation of marketing tools into the quality management processes is under way. A very important quality measurement tool here is the questionnaire complex of assessing customer satisfaction with product quality during operating period. The development and implementation of questionnaire complexes should be based on substantial modification of manufacturer's analytical processes. Only an aggregate product quality assessment from the point of view of reliability and contentment may ensure adequacy in assessing current market demands. The present research provides for the process of solving basic tasks the automotive manufacturers are facing in implementing an up-to-date analytical quality assessment system.