British Automakers, Led by Highest-Ranked Jaguar, Make Key Inroads toward Vehicle Ownership Satisfaction in the UK
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Cost of Vehicle Ownership Is the Most Significant Driver of Loyalty to Both the Brand and Dealer
MUNICH: 24 May 2013 — With new-vehicle sales expected to increase significantly in the coming years, British automakers, led by highest-ranked Jaguar, are making key inroads toward satisfying customers with the ownership experience, according to the J.D. Power & Associates/What Car? 2013 UK Vehicle Ownership Satisfaction StudySM (VOSS) released today.
Overall satisfaction among vehicle owners in the UK averages 776 on a 1,000-point scale.
Vehicle appeal (31%) and ownership costs (25%) are the two key drivers of overall satisfaction.
Jaguar ranks highest in vehicle ownership satisfaction for a second consecutive year.
The Škoda Superb (830) and Škoda Yeti (828) achieve the two highest scores in the study.
The study examines customer satisfaction with their vehicle and dealer service, based on evaluations of four key measures that comprise the overall ownership experience (in order of importance): vehicle appeal (31%), which includes performance, design, comfort and features; ownership costs (25%), which includes fuel consumption, insurance and costs of service/repair; service satisfaction (22%); and vehicle quality and reliability (22%). Overall satisfaction among vehicle owners in the UK averages 776 on a 1,000-point scale.
With an overall score of 827, Jaguar ranks highest in vehicle owner satisfaction for a second consecutive year. Jaguar performs particularly well in the service satisfaction, vehicle appeal, and vehicle quality and reliability measures. Following Jaguar in the rankings are Lexus (818), Honda (810), Škoda (809) and Mercedes-Benz (804).
Ranking sixth is Land Rover (790), which improves six rank positions from 2012.
"British automakers have made great strides in the past few years in terms of offering appealing product lines and improved service, which is something they've often struggled with in the past," said Mark Lendrich, senior research manager of vehicle management in Europe at J.D. Power & Associates. "Current forecasts predict that new-vehicle sales will increase nearly 18 percent in the UK in the next five years1. This puts British brands in a positive position to both retain current customers and attract new buyers."
At the segment level, two models from Škoda achieve the highest scores in the study. The Škoda Superb (830) ranks highest in the mid-size segment, and the Yeti (828) ranks highest in the compact SUV segment.
Two Volkswagen models also receive segment awards. The Fox ranks highest in the city car segment and the Scirocco ranks highest in the sporty segment.
Other models ranking highest in their respective segments include Citroën DS3 (small); Toyota Prius (compact); Jaguar XF (large and luxury); Honda Jazz (small MPV); and Mercedes-Benz B-Class (MPV).
The study finds that vehicle owners' perceived cost of ownership is the most significant driver of loyalty to both the brand and the dealer. Among owners who provide a rating of 10 on a 10-point scale for ownership costs, 63 percent say they "definitely will" repurchase the same vehicle make again. In comparison, loyalty rates fall to 57 percent among owners who provide a rating of 10 for vehicle appeal; 49 percent for service; and 45 percent for quality and reliability.
Satisfaction with service from an authorised dealer plays a key role in whether new-vehicle owners will return for paid service after the warranty has expired. The likelihood to return for paid service is 88 percent among owners who indicate that they had an outstanding (rating it 10 on a 10-point scale) service experience. However, that percentage drops dramatically to just 7 percent among owners who indicate their experience was just average (rating it 5).
"Owners of 1- to 3-year-old vehicles spent an average of £181 on their most recent service experience, so an 81-percentage-point gap may translate into millions of pounds of lost revenue for OEMs and dealers that fail to deliver an outstanding experience," said Lendrich.
The study also finds a correlation between overall satisfaction and incurring the fewest and least severe problems. Seven of the 10 brands ranked highest in the overall index are also among the top 10 brands with the fewest number of problems per 100 vehicles, as well as among the lowest problem counts for the fewest occurrences of the most severe quality problems. The top five problems impacting quality and reliability scores are:
- Windows fog up excessively/don't clear as expected
- Heater doesn't heat up quickly enough
- Engine starting problem
- Excessive fuel consumption
- Other engine/transmission problem
The 2013 UK Vehicle Ownership Satisfaction Study is based on 16,104 online evaluations by vehicle owners in the UK after an average of two years of ownership. The study was fielded between December 2012 and February 2013.
This annual J.D. Power & Associates study provides consumers with reliable and accurate information regarding many vehicle models, and helps manufacturers provide highly satisfying experiences to their customers. Additional study results are published exclusively in What Car?, which will be on sale May 30, 2013.
1Based on a forecast from LMC Automotive.
About J.D. Power & Associates
Headquartered in Westlake Village, Calif., J.D. Power & Associates is a global marketing information services company providing forecasting, performance improvement, social media and customer satisfaction insights and solutions. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power & Associates is a business unit of McGraw-Hill Financial.
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McGraw Hill Financial (NYSE: MHFI), a financial intelligence company, is a leader in credit ratings, benchmarks and analytics for the global capital and commodity markets. Iconic brands include: Standard & Poor's Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts, CRISIL, J.D. Power & Associates, McGraw Hill Construction and Aviation Week. The Company has approximately 17,000 employees in 27 countries. Additional information is available at www.mhfi.com..
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