J.D. Power and Associates and CAR Magazine Report: Toyota Captures Most Model Awards in South Africa Customer Satisfaction Index Study
JOHANNESBURG, South Africa, December 19 --
- Overall Satisfaction Reaches Highest Level Since Study's Inception in 2004
Four Toyota models rank highest in satisfying owners, according to the J.D. Power and Associates/CAR Magazine 2006 South Africa Customer Satisfaction Index (CSI) Study(SM) released today. The four awards -- the most received by any manufacturer in the study -- are for the Tazz, Camry, Land Cruiser Prado and Hilux.
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BMW, Honda, Subaru and Volkswagen models each receive two awards, while Ford and Chevrolet each receive one.
At the brand level, Honda leads the South Africa market in CSI by 11 index points over second-ranked Audi. Rounding out the top five nameplates are Subaru, BMW and Mercedes-Benz, respectively.
Now in its third year, the CSI Study is a comprehensive measurement of ownership satisfaction covering 77 attributes grouped in four factors (the importance of each factor is shown as a percentage):
- Vehicle quality and reliability (32%)
- Vehicle appeal (29%) -- includes performance, design, comfort, styling
and features
- Dealership service satisfaction (19%)
- Cost of ownership (20%) -- includes fuel consumption, insurance and
cost of service/repair
Importance weights are based on survey responses from vehicle owners, thus reflecting what is most important to South Africa's motorists. CSI performance is reported as an index score based on a 1000-point scale, with a higher CSI score indicating a more satisfying ownership experience.
Overall satisfaction has reached its highest level-an index score of 790, which is an increase of 15 index points since the study's launch in 2004. Although rated lowest of all four factors, satisfaction with ownership costs has increased continuously since 2004, by 20 index points overall.
"The South Africa market is moving in the right direction in terms of satisfying car owners," said Brian Walters, senior director of European, Middle East and Africa operations at J.D. Power and Associates. "As we have seen in other markets in which we conduct the CSI Study, a higher level of satisfaction raises customer's expectation, which is further incentive for the market players to deliver an even better experience."
Other markets in which J.D. Power and Associates conducts the CSI Study include France, Germany, the United Kingdom and Mexico.
Since the study's launch, Honda has improved by 41 index points overall --more than any other top-five ranked nameplate within the same period. Honda receives the highest ratings in two of the four CSI factors: vehicle quality/reliability and service satisfaction. Audi leads in vehicle appeal, while BMW excels in ownership costs.
"Improvement in satisfaction has been widespread among nameplates, with satisfaction improving at all levels of performance," said Walters. "Understanding its own customer base and implementing relevant improvement measures applies to all nameplates to the same degree."
"The J.D. Power and Associates South Africa CSI provides new-vehicle shoppers with invaluable information about key aspects of the vehicle ownership experience," said John Bentley, editor of CAR magazine. "The comprehensive nature of the CSI measure provides South African consumers information on ownership of specific nameplates and models. The research and results are made more valuable by the fact they are based on information provided by actual owners of the vehicles."
J.D. Power and Associates is recognised across the globe as the leading independent authority on customer satisfaction in the automotive industry. The firm's primary role is to help automotive manufacturers further improve their product quality and service levels through a better understanding of consumers. The firm also provides topline results of its automotive studies to consumers for use as a reference point when purchasing a new vehicle.
The South Africa CSI Study is s based on a representative sample 11500 owners of new vehicles first registered between October 2004 and September 2005. The study was funded entirely by J.D. Power and Associates as a part of its global research programs and included a section of questions to assist the Department of Transport in measuring the performance of its vehicle licensing programme.
CSI Nameplate Index Ranking
(Based on a 1000-point scale)
Honda 864
Audi 855
Subaru 853
BMW 852
Mercedes-Benz 835
Volvo 830
Chevrolet 814
Mazda 808
Toyota 803
Hyundai 797
Renault 792
Industry Average 790
Mitsubishi 786
Citroen 779
Daihatsu 779
Volkswagen 779
Peugeot 776
Ford 775
Chrysler 774
Opel 774
Land Rover 771
Nissan 764
Jeep 755
Kia 755
Isuzu 750
Fiat 733
Tata 669
Top Models per Segment in CSI
(Based on a 1000-point scale)
Lower Compact Car
Chevrolet Spark 807
Upper Compact Car
Toyota Tazz 765
Lower Small Car
Honda Jazz 880
Chevrolet Aveo 822
Hyundai Getz 815
Upper Small Car
Honda Civic (tie) 842
Subaru Impreza (tie) 842
Mitsubishi Lancer 840
Medium Car
Toyota Camry 872
Audi A4 864
BMW 3 Series -- Old 854
Lower Luxury Car
BMW 5 Series 876
Audi A6 874
Compact MPV
Volkswagen Touran 834
Toyota Corolla Verso 826
Larger MPV
Volkswagen Caravelle 808
Compact SUV
Subaru Forester 862
Toyota RAV4 841
Honda CR-V 839
Medium SUV
Toyota Land Cruiser Prado 844
Mitsubishi Pajero 842
BMW X3 839
Luxury SUV
BMW X5 868
Land Rover Discovery3 835
Compact Pickup
Ford Bantam 772
Opel Corsa Utility 758
One-Ton Pickup
Toyota Hilux -- New 818
Mitsubishi Colt (tie) 768
Toyota Hilux -- Old (tie) 768
Customer Satisfaction Index Component Weights
Vehicle Quality and Reliability -- 32%
Problems experienced with the vehicle since delivery
Vehicle Appeal -- 29%
Satisfaction with the vehicle's performance, design, function and
styling
Ownership Costs -- 20%
- Fuel consumption
- Insurance
- Cost of service/repairs
Service Satisfaction -- 19%
- Service adviser
- Dealership facility
- Vehicle pick-up
- Service quality
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.
ABOUT CAR MAGAZINE
CAR magazine is read by an average of 915000 people each month. CAR magazine also publishes www.cartoday.com. The results of the J.D. Power and Associates/CAR Magazine 2006 South Africa Automotive Customer Satisfaction Index (CSI) Study(SM) are published exclusively in the January 2007 issue of CAR, on newsstands Tuesday, 19 December 2006.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands including Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2005 were US$6.0 billion. Additional information is available at www.mcgraw-hill.com.