Miller-Williams : Auto Companies Leave $2,000 or More Per Vehicle at the Sales Table

SAN DIEGO--March 26, 2002-- In the latest Miller-Williams Value Scoreboard research report on Auto Buyers' Expectations 2002, all five types of Auto Buyers are willing to spend almost $2K or more on purchases if Auto Manufacturers and Dealers would meet their expectations.

The report provides an in-depth analysis of how Auto Buyers make purchasing decisions in comparison to how Auto Manufacturers and Dealers are trying to approach them today. The market-leading Auto companies analyzed in detail are Chrysler, Ford, General Motors, Honda, Toyota and Volkswagen. Using its patent-pending profiler methods, Miller-Williams Inc. is able to provide the most accurate and reliable customer research available today.

``What we have learned from the research is that 63 percent of Auto Companies' market approach are missing their mark with today's Auto Buyers,'' said Amy Ferraro, project director and seasoned research analyst of Miller-Williams Inc. ``For a long time dealers, advertisers and manufacturers have been focusing on discounts, financing and price incentives. No doubt consumers love this. However, virtually every Auto Company in our survey received the worst rating possible in the most important value driver for auto buyers -- Trust & Credibility. Only minor improvements here would increase sales and profits significantly.''

The report identifies the five key value drivers for Auto Buyers; Trust & Credibility, Brand & Price, Customer Satisfaction, Product Features and Product Accessibility. While each Auto Company is performing well on Product Features and Product Accessibility, much improvement is needed to gain consumers' Trust & Credibility. Improvement here would most certainly drive higher customer satisfaction and brand awareness & price.

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Furthermore, the research details the five types of Auto Buyers, their expectations and how each needs to be approached. The research also addresses the online Auto Buyer debate over purchasing online, drawing a much-needed conclusion to this Manufacturer versus Dealer debate. Only 4.3 percent of Auto Buyers surveyed want to purchase online. The bottom-line: Auto Manufacturers and Dealers no longer need to worry that the Web will replace the traditional distribution model. Instead, they should re-focus this energy back to customer relationships that drive auto purchase decisions, particularly the issue of Trust & Credibility.

``There is a need for processes and systems that allow organizations to manage, synchronize and coordinate all customer touch points, including the Web, call center, field organization, and partner networks,'' said Bill Donlan, CRM Practice Leader, Adjoined Consulting, commenting on the value of CRM for the Automotive Industry.

The full 87-page report can be purchased in printed or PDF versions for $995 per copy. Any automotive manufacturer, dealer, analyst, consulting or advertising company can use the report to better understand their consumers and win more business.

A $95 Executive Summary (9 pages) that includes several charts and analysis is available for no charge to M-W business members. Membership is free. To join, go to http://www.millwill.com/joinauto.htm. Additionally, Auto Companies and Dealers can order tailored versions of the report that show their customers' expectations. For more information, visit www.millwill.com or call 800/790-6070.

About Miller-Williams Inc.

Miller-Williams Inc. is the most accurate and reliable customer research source. Through its patent-pending methods, Miller-Williams captures projections of customer value from respondents worldwide. The Miller-Williams value and expectations database, with over 1.25 million responses and 200 companies measured, is the most comprehensive and extensive available today. As a public version of its Customer Listening Posts, the Miller-Williams Value Scoreboard is a syndicated study that tracks the emerging patterns in shifting customer values for today's market-leading companies. Miller-Williams is the collective effort of Robert B. Miller, co-author of Strategic Selling®, and Gary A. Williams, a pioneer in the field of customer intelligence. For more information, please visit www.millwill.com.

Strategic Selling is a registered trademark of Miller-Heiman, Inc. and MHI is in no way affiliated with Miller-Williams.