Nissan tops J.D. Power Sales Satisfaction survey
J.D. Power has published the results of its 2012 Malaysia Sales Satisfaction Index (SSI) study, which measures the level of satisfaction amongst new car buyers. Now in its tenth iteration, results of the 2012 study was compiled from a sample pool of 2,451 new vehicle buyers who purchased their vehicles between August 2011 and April 2012.
Using a 1,000-point scale, the survey scores seven factors that contribute to overall satisfaction of the buying experience. In order of importance, these factors are delivery process, delivery timing, paperwork, dealer facility, salesperson, deal, and sales initiation. The industry average of this year is a score of 781, an 18-point decline from 2011.
Topping the satisfaction charts are the big three Japanese players, namely Nissan (796), Honda (795), and Toyota (790). Volkswagen checks in fourth at 786, and Proton has recorded an above average score of 783 in fifth position. Nevertheless, few brands have reasons to celebrate, as everyone recorded an overall decline in comparison to their 2011 scores.
Nissan’s high score this year was spurred by its excellence in four out of the seven evaluated factors – deal, salesperson, paperwork and delivery timing. Meanwhile, Honda performed well in the area of in the sales initiation, dealer facility and delivery process.
Further findings of the study indicate that delivery time of a new vehicle now takes longer compared to what it took in 2011. Overall satisfaction notably decreases below average once delivery time exceeds two weeks, and the survey found that there is a greater proportion of owners who had to wait longer than two weeks for their new cars. The report made no mention of tightened financial rulings from Bank Negara contributing to the lengthened waiting time, but it would not be a far-fetched assumption to think so.
Another issue, also relating to delivery time, is that 18% of owners say their salespersons were unable to commit to specific delivery times. Among those who were promised a specific date, 25% waited through a longer than expected delivery period, on an average of two weeks.
“Those who buy a new vehicle expect accurate estimates on delivery times and strong commitments from their salesperson to accompany them closely throughout the sales and delivery process,” said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore.
The study also finds that 48 percent of owners who are “delighted” (providing a rating of 10 on a 10-point scale) with the sales and delivery process say they “definitely will” recommend their purchase dealer. In contrast, only 5 percent of owners who are “disappointed” (a rating between 1 and 5) say the same.
“As more than two-thirds of new-vehicle owners in Malaysia use advice from their friends and relatives or owners of the same make when shopping for their new vehicle, positive word of mouth is vital for dealers to increase their sales,” said Arora.
