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Audi tops sales satisfaction in luxury brands

Updated on: Oct 15, 2015

JD Power study dispels some buying myths

Audi ranks highest in luxury vehicle sales satisfaction with a score of 888, according to the JD Power 2015 India Sales Satisfaction Index study of luxury brands released on Thursday.

Audi also performs particularly well in the salesperson factor. BMW ranks second at 885. The study examines delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal as part of the satisfaction drive calculated on a 1,000-point scale. Overall sales satisfaction in the luxury segment is 883 in 2015, a seven point decline from 2014.

Communication on the committed delivery time is one of the activities that can improve the relationship with customers. Overall satisfaction among the 82 per cent of customers who receive regular communications from their dealership during the purchase process is 887, 21 points higher than among those who do not.

Post-sales feedback is another important area to engage with luxury vehicle buyers. Overall satisfaction among the 84 per cent of luxury-vehicle owners who are asked for their feedback regarding the buying experience is 886 compared with 870 among those who are not asked for feedback.

Luxury-vehicle buyers in India expect the initial service appointment to be set up on completion of the purchase process. Overall sales satisfaction among customers who are offered this service is 888, 27 points higher than among those who are not offered this service.

The misconception is that luxury-vehicle buyers in India spend very little time and effort during the purchase process. On the contrary, they are quite involved with over 35 per cent shopping around for other models while 45 per cent use the Internet as one of their key information sources.

Luxury-vehicle buyers visit an average of three dealerships during the shopping process, with 80 per cent test driving the vehicle before purchasing it. “Given that the purchase of a luxury vehicle in India demonstrates the pinnacle of financial and social status, it would be prudent for dealerships to engage with shoppers in a constructive manner,” says Mohit Arora, Executive Director, JD Power Singapore.

Published on January 22, 2018

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