A survey by international statistics firm J.D. Power has revealed Hyundai customers are the happiest among new car buyers in Australia, as per the results of this year’s Sales Satisfaction Index.
Data was collected from 2779 Aussie motorists who purchased a new vehicle between June 2016 and June 2017, with customers asked to fill out a questionnaire which totalled to a possible highest point score of 1000.
The Hyundai brand achieved the highest score of the 12 automotive brands that were included in the survey, with a score of 827 points. Its sister brand Kia come in second place with a score of 824, followed by Holden with 823 points.
The study found that 43 per cent of customers who enter car dealerships have not yet decided on the car they intend to buy. These non-determined buyers are relying heavily on the dealership and salespeople to help them make their choice.
Overall satisfaction among SUV buyers was scored at 811 points, down 5 on the mass market average, with passenger cars scoring 819 points. Despite this, SUV sales made up 42 per cent of sales during this period. Delivery timing and the overall deal customers were getting were the biggest divide between SUV buyers and passenger car buyers.
Almost half of SUV buyers said they ended up paying more than they expected due to salespeople not fully explaining the details of the car during the sale. Value-add services such as complimentary car washes and free vehicle servicing packages increased overall satisfaction. Loi Truong, senior country manager at J.D. Power, said:
“Understanding changing customer expectations, keeping customers updated pre- and post-sales, as well as delivering consistent customer experiences across the network are key to ensuring an elevated sales experience and can, ultimately, go a long way toward securing customer retention.”
Interestingly, satisfaction was found to be higher in older car owners (50 years or older) than younger buyers, with 41 per cent of younger owners feeling pressure from salespeople to buy, with 22 per cent of younger buyers feeling pressure to purchase accessories they don’t want.
Among the top five reasons for purchasing a new car from a particular brand were exterior styling, previous brand experience, brand reputation, having the latest features, and vehicle safety.