Toyota ranks highest in J.D. Power Sales Satisfaction Index study

In the latest J.D. Power Sales Satisfaction Index (Mass Market) study, SUV buyers proved to be more satisfatied than compact car buyers. With a sales satisfaction points of 806 against 794 points on a 1,000-point scale, that’s 16 points jump from last year.

This year, 20% of new vehicle buyers purchase SUVs for a 14 percent jump from five years ago. Across this five-year growth trajectory for SUVs, the proportion of compact car and MPV/van buyers have both dropped (each by 5 percentage points). Even though the average transaction price of SUVs in 2019 is 2.6 times higher than regular cars, buyers are showing a preference to purchase SUVs, citing vehicle styling, performance, technology and safety features. For compact car buyers, good fuel efficiency and low monthly instalments cumulatively make up 48% of the main reasons for purchase.

Now in its 17th year, the Malaysia Sales Satisfaction Index (S.S.I) study examines six factors that contribute to overall customer satisfaction with their new vehicle purchase experience in the mass market segment. In order of impact on overall sales satisfaction, those factors are: dealer sales consultant (26%); dealership facility (21%); delivery process (20%); paperwork completion (17%); working out the deal (13%); and dealership website (4%). The study is based on responses from 2,045 new vehicle owners who purchased their vehicle between July 2018 and July 2019, and was fielded from January through September 2019. The study also includes the Net Promoter Score® (NPS)  which measures new vehicle owners’ likelihood to recommend their vehicle brand on a 0-10 point scale.

The latest poll at J.D. Power S.S.I  shows Toyota ranks highest with a score of 835, topping last season’s winner Mitsubishi with 831 points. Nissan is third with 810 points.

Replacement vehicles and Vehicle trade-ins

J.D. Power also did a study on replacement vehicle buyers and vehicle trade-ins. According to them, replacement vehicle buyers have increased by 5 percent (26% vs. 21% in 2018) while additional vehicle buyers decreased by 5 percent year-on-year. Vehicle trade-ins have risen by 4 percen to 21 percent this year. More car owners who plan to sell their cars are considering online car selling platforms to trade-in their vehicles for better prices.

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