This is EXACTLY what we need to do, see the thing is that fault lies mostly on our end as consumers, we are too impatient to get our hands on the "new" thing (may it be gadgets, car, fashion or anything) and due to that nature we often decide to ignore defects, now we may live with them, they might not even be significant but that does sends a message to the assembler/manufacturer that consumers will happily accept what ever they are given and to be honest with that attitude it's human to slowly and gradually start taking things for granted on their part.
Now when a consumer like your friend steps forward and says that he won't be taken for a ride and want things sorted out, these are the REAL people who can make change happen, yes social media does help but the best impact is not from potential customer but from actual customer who refuse to accept your product. We have all heard the popular phrase "ju dikta hai woh bikta hai" that's your marketing in a nutshell, your product sells on its look and presentation and when you compromise on that factor it makes a consumer like me question a simple thing "if they compromised on something which i can visibly see and spot than what about under the hood?"
Till the time another major player steps in and starts delivering a better quality product at competitive prices the local trio will not be bothered enough to make any huge steps, Ask yourself what made Toyota re-launch Grande, Altis and Gli with new features? do you think they would have done anything if the new Civic was not coming? I don't think so.
I am in my 40's now and I have grown up witnessing a roller coaster ride when it comes to features and quality of local products, Things are moving in the right direction and consumer awareness is increasing.