The Hindu Business Line : Models riding high

One is a manufacturer of passenger cars at the lower-end of the price spectrum and the other is a premium carmaker. But, according to the recent findings of the 2006 four-wheeler Total Customer Satisfaction study conducted by TNS, the common thread tying the two — Maruti Udyog and Honda Siel Cars India — is their ability to provide a satisfying experience overall to the buyers of their cars.

The TCS study, conducted by leading market information provider TNS Automotive, ranks Maruti and Honda highest in multiple segments, thanks to customer satisfaction with their overall brand experience.

Rankings for the TCS study are done at the vehicle-segment level to provide comparisons among similar groups of vehicles. The models ranking highest in their respective segments for total customer satisfaction are: Maruti 800 in "Entry Compact"; Maruti Zen in "Premium Compact"; Maruti Suzuki Swift in "Upper Premium Compact"; Tata Indica Diesel in "Small Car - Diesel"; Maruti Esteem Petrol in "Entry Midsize"; Honda City in "Midsize"; Skoda Octavia in "Premium Midsize"; Ford Fiesta Diesel in "Midsize Car - Diesel"; Honda Accord in "Entry Luxury"; Toyota Innova in "SUV/ MPV"; and Honda CRV in the "Premium SUV" segment.

Old, yet leading

One significant finding is that Maruti's older models, such as the 800, the Zen and the Esteem, continue to lead their segments for Total Customer Satisfaction due to enhanced ownership experience. This is interesting considering that there is enough market information about the possibility of at least two of these models being pulled out of the market. Maruti continues to maintain high levels of market share and customer commitment by delivering on its promise of peace-of-mind for the new car buyer TNS has said.

Tata Motors' Indica Diesel continues to top the small car diesel segment. According to the TCS study, Indica owners were satisfied most with the brand image of Tata and the sales experience, followed by performance and design. They were delighted by the fact that the sales process went through without anyone putting excessive sales pressure. It was supported by the Tata brand image of a financially solid company with market leadership.

Ford Fiesta Diesel, a relatively new entrant in the midsize diesel segment, ranks the highest overall in this category and across all satisfaction parameters. Customer response to the Fiesta TDCi has been strong with average monthly sales of more than 2,000 cars. Customers were especially delighted with the sales experience, where they appreciated the dealership atmosphere and the range of financing options available.

Close battle

Another interesting highlight of the study was the fact that in the premium midsize segment, the Skoda Octavia, pips the new Honda Civic by a single point with strong performance across all satisfaction measures.

The study findings show that apparently, Civic owners were extremely satisfied with all aspects of their ownership experience except for their sales experience, where the lack of post-purchase contact was a key contributor to their dissatisfaction.

Despite losing out to the Octavia in the premium midsize segment, Honda leads in three other segments with the City, Accord, and CR-V. A common strength for all these models is the industry leading satisfaction with Honda's brand image, which is clearly becoming increasingly important for creating a satisfying ownership experience.

The 2006 four-wheeler study conducted by TNS' specialist division, TNS Automotive, is the largest syndicated automotive study in India, representing the responses of more than 7,500 new car buyers.

This comprehensive study covers over 50 models with customer evaluations taken in the key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost-of-ownership.

The TCS index score provides a measure of satisfaction and loyalty a given model enjoys with its customers.

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