Skoda Auto has topped the J.D Power 2008 Asia Pacific India Sales Satisfaction Index study for the second year in a row. The redesigned study for the year 2008 measures new-vehicle owner satisfaction with the sales and delivery experience by examining 7 key factors which include delivery process, delivery timing, salesperson, sales initiation, dealer facility, paper work and the deal.

The study averages 767 on a 1,000 point scale for the whole industry. A total of 6 out of a total of 10 manufacturers have scored above the Industry average, with Skoda topping with 799 points, no. 2 ford with 792 points and a 3-way tie b/w Honda, Toyota and Mahindra for the third place with a score of 782 points.

Chevrolet and Mahindra-Renault fell below the industry average by just one point while Tata was second to last with 745 points. Hyundai were the worst performer in this study, ranked last with 743 points overall.

The 2008 India Sales Satisfaction study is based on a response of more than 5,416 owners of 41 different vehicle models at two to six months of ownership. The study was carried out between March to June 2008 in 20 cities of India.

Detailed Press Release from JD Power after the jump.

Source: jdpower

Press Release

Škoda ranks highest in overall sales satisfaction for a second consecutive year, according to the J.D. Power Asia Pacific 2008 India Sales Satisfaction Index (SSI) StudySM released today.

The study, which has been redesigned for 2008, measures new-vehicle owner satisfaction with the sales and delivery experience by examining seven key factors: delivery process; delivery timing; salesperson; sales initiation; dealer facility; paperwork; and deal.

Now in its ninth year, the study finds that overall satisfaction across the industry averages 767 on a 1,000-point scale, with six of 10 vehicle manufacturers included in the study performing above the industry average. Škoda ranks highest with an overall SSI score of 799, performing particularly well in all seven factors driving new-vehicle owner satisfaction. Ford follows with a score of 792 while Honda, Mahindra and Toyota tie to rank third (782).

“Škoda customers are particularly satisfied with the salesperson and the sales initiation process,” said Mohit Arora, senior director at J.D. Power and Associates, Singapore. “The salesperson plays a key role in providing a hassle-free vehicle purchase experience for customers and represents the face of the manufacturer. Having an efficient, knowledgeable and friendly salesperson creates a strong and positive perception not only of the dealer but also the manufacturer in the minds of customers.”

The study also finds that the number of owners who shopped online prior to purchasing their new vehicle has steadily increased—up from less than 10 percent in 2004 to 20 percent in 2008. On average, owners of midsize vehicles utilize the Internet more often, compared with owners of vehicles in the small or utility vehicle segments. Additionally, first-time buyers and former motorcycle and scooter owners who are upgrading to a new vehicle report using the Internet during the shopping process more often, compared with repeat vehicle buyers.

“With increasing Internet penetration and younger buyers steadily entering the new-vehicle market, the Internet is likely to play a greater role in influencing vehicle-purchase decisions in the coming years in India,” said Arora. “Internet usage creates greater awareness and influences buyer expectations. Manufacturers will increasingly need to consider the role that the Internet plays in the sales process to ensure higher satisfaction levels.”

The study also highlights the importance of simple actions taken by dealerships, such as ensuring that the test drive vehicle is clean and in good condition, which can lead to enhanced buyer satisfaction. Similarly, specific actions taken after delivery—such as contacting an owner to assess the vehicle’s condition, or sending a thank-you letter or making a courtesy phone call—can also significantly boost buyer satisfaction.

“The degree to which buyer satisfaction is impacted by these simple actions shows the value that buyers place in dealer contact,” said Arora. “A satisfying sales experience results not only in greater advocacy and loyalty toward a brand but also higher intentions to stay with the dealership for service and to ultimately repurchase the next new vehicle from that dealer.”
 
The 2008 India Sales Satisfaction Index Study is based on responses of more than 5,416 owners of 41 different vehicle models at two to six months of ownership. The study was fielded from March to June 2008 in 20 cities in India.

About J.D. Power Asia Pacific
J.D. Power Asia Pacific, established in 1990, conducts customer satisfaction research and provides consulting services in the automotive, information technology and finance industries.  Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at http://www.jdpower.co.jp/.  Media e-mail contact: mohit_arora@jdpower.com.sg.

About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, training and customer satisfaction.  The company’s quality and satisfaction measurements are based on responses from millions of consumers annually.  J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE:  MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as 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 2007 were $6.8 billion. Additional information is available at http://www.mcgraw-hill.com/.