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Results: SA car survey

2009-05-25 14:33

The latest survey shows that especially Nissan, Mitsubishi and Toyota have excelled in their sales and service levels.

Research company Synovate has announced 2009 Synovate Quality Awards for Sales and Service Satisfaction in the automotive industry.
These awards recognise service excellence and are acknowledged as the highest accolade for customer service in the South African motor industry. The results are also endorsed by the Department of Trade and Industry.

According to Synovate there are more Gold Awards for Sales in both the Passenger Vehicle and Light Commercial Vehicle segments this year.

The research is based on interviews with customers who purchased or serviced a vehicle between January and December of 2008.

Carmakers are judged in four categories:
1. Customer Satisfaction when purchasing a Passenger Vehicle
2. Customer Satisfaction when servicing a Passenger Vehicle
3. Customer Satisfaction when purchasing a Light Commercial Vehicle
4. Customer Satisfaction when servicing a Light Commercial Vehicle.

The latest survey shows that especially Nissan, Mitsubishi and Toyota have excelled in their sales and service levels. 

Not all the brands are included in the survey for various reasons says Synovate.

This could be because the manufacturer chooses not to participate or because the sample that has been achieved is too small.

Another reason some manufacturers do not get published is due to the length of participation in the study – a full year of participation is required before a brand can be included in the rankings.

However, Synovate claims the study covers about 90% of passenger car and light commercial vehicles in the South African automotive market making it the industry benchmark.

Awards at a glance

1. Customer Satisfaction when purchasing a Passenger Vehicle

Gold:
- BMW
- Mercedes-Benz
- Nissan
- Toyota
- Audi
- Volvo
- Volkswagen
- MINI
- Land Rover
- Chevrolet
- Mitsubishi

Silver
- Opel
- Renault
- Mazda
- Ford
- Fiat

Bronze
- Peugeot
- Chrysler / Jeep / Dodge

The category of Customer Satisfaction when purchasing a Passenger Vehicle consists of 11 Gold Award winners this year. BMW tops the ranking with a score of 93.0%, compared to last year’s winning score of 93.9%. BMW is followed by Mercedes-Benz (92.7%), Nissan (92.6%) and Toyota (92.2%) Other Gold Award winners include Audi, Volvo, Volkswagen, MINI, Land Rover, Chevrolet and Mitsubishi. “

The average score for this category in 2008 is 91.4%.

2. Customer Satisfaction when servicing a Passenger Vehicle

Gold:
- Nissan
- Mitsubishi
- Toyota

Silver:
- Audi
- Chevrolet
- BMW
- Mazda
- Mercedes-Benz
- Volvo
- Volkswagen
- Opel 
 
Bronze:
- Ford
- Land Rover
- Chrysler / Jeep / Dodge
- Mini
- Renault

The top achiever in Customer Satisfaction when servicing a Passenger Vehicle is Nissan with 85.5%. Mitsubishi and Toyota also earn Gold Awards with 84.6% and 83.8% respectively.

The industry average for servicing has increased over the years. This year, the industry score for servicing passenger vehicles stands at 80.3% - maintaining the record high average it reached last year.

3. Customer Satisfaction when purchasing a Light Commercial Vehicle

Gold:
- Nissan
- Toyota
- Mitsubishi
- Isuzu
- Opel

Silver:
- Mazda
- Ford
- Fiat

The industry average for Customer Satisfaction when purchasing a Light Commercial Vehicle has stabilised at over 90% - this year at 90.2%. Top spot goes to Nissan for the second year running with a high average score of 91.7%. Toyota and Mitsubishi follow with 91.4% and 90.5% respectively. Isuzu gets the fourth Gold Award in this category with 90.3% followed by Opel with 89.8%.

4. Customer Satisfaction when servicing a Light Commercial Vehicle

Gold:
- Toyota
- Mitsubishi
- Nissan
- Isuzu

Silver:
- Mazda
- Opel
- Ford
 
Bronze:
- Fiat
 
The average satisfaction score for servicing a Light Commercial Vehicle has reached a record high at 82.2% this year. Typically Light Commercial Vehicle servicing yields a higher satisfaction score than Passenger Vehicles due to the fact that with less electrically operated items, these are easier to service.

First place in this category goes to Toyota for a second consecutive year with a score of 84.2%. Hot on its heels is Mitsubishi with 83.8% followed by Nissan with 83.8% and Isuzu with 82.2%.

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