Mitsubishi Ranks Highest in Sales Satisfaction in South Africa

Overall Sales Satisfaction Reaches Historically High Levels, Largely Due to Considerable Improvement In Dealership Facility Performance

JOHANNESBURG, South Africa, November 27, 2008: For the first time since the inception of the study in 2005, Mitsubishi ranks highest among automotive brands in satisfying new-vehicle buyers with the purchase experience, according to the J.D. Power and Associates 2008 South Africa Sales Satisfaction Index (SSI) Study(SM) released today.

Now in its fourth year, the study is a comprehensive measurement of the new-vehicle sales and delivery process, and includes 32 attributes grouped in five factors (listed in order of importance): delivery process (27%); salesperson (23%); negotiated price (18%); paperwork/finance process (17%); and dealership facility (15%). Importance weights are based on consumer survey responses, thus reflecting what is most important to South Africa new-vehicle buyers.

Mitsubishi ranks highest with an SSI score of 887 on a 1,000-point scale. Mitsubishi receives particularly high ratings in four of five factors: dealership facility; salesperson; paperwork/finance process; and price negotiations. Following Mitsubishi in the rankings is Mercedes-Benz with a score of 871, which performs particularly well in the delivery process factor. Land Rover, BMW, Chevrolet, Toyota, Honda, Audi, Mazda, Opel, Isuzu and Kia, respectively, also perform above the industry average.

"Overall SSI has increased to its highest level since the inception of the study in 2005, with ratings for dealership facility, in particular, demonstrating considerable improvement," said Brian Walters, vice president of J.D. Power and Associates Europe, Middle East and Africa operations. "Even before customers enter into the purchase process, positive first impressions of the dealership that stem from location, appearance and comfort of the facility could lay the foundation for a satisfying experience throughout the entire sales process. Considering that purchasing a vehicle is one of the most important decisions a consumer makes, new-vehicle buyers have high expectations for even the 'softer' factors of the vehicle buying process."

The study finds that sales satisfaction levels have a direct impact on customer advocacy. Among customers who report having an "outstanding" purchase experience, 82 percent say they would personally recommend their dealer to others. However, the recommendation rate declines to 56 percent among less satisfied customers. Similar patterns exist in other markets where J.D. Power and Associates conducts the Sales Satisfaction Index Study.

"A higher share of brand advocates can be the 'currency' of satisfaction improvement activities," said Walters. "An increased customer advocacy rate reflects positively on a brand's perception and keeps existing customers closer to the brand. In the long term, this increases the likelihood that these customers will become brand loyal."

Since its launch in the United States in 1987, the SSI Study has become a standard for measuring dealer performance for the sales process used by virtually every automotive manufacturer around the world. In addition to South Africa, J.D. Power and Associates conducts retail research in many other markets, including China, France, Germany, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand, the United Kingdom and the United States. Each year, more than one million new-vehicle buyers around the world receive a J.D. Power and Associates survey.

J.D. Power and Associates is recognised across the globe as the leading independent authority on customer-reported quality in the automotive industry. The company's primary role is to help automotive manufacturers further improve their product quality and service levels through a better understanding of customer opinion. J.D. Power and Associates also provides its topline study results to consumers for use as a reference point when purchasing a new vehicle.

The 2008 South Africa Sales Satisfaction Index Study is based on a representative sample of more than 8,800 new-vehicle owners who purchased their vehicles between December 2007 and April 2008. The study was funded entirely by J.D. Power and Associates as part of its global research programs, in co-operation with the Road Traffic Management Corporation (RTMC), and includes a section of questions to assist the RTMC and the Department of Transport (DOT) in measuring the performance of its vehicle and drivers licensing program.