BMW and VW Outscore All Others in Japanese Satisfaction Survey

Agent009 submitted on 10/25/2006 Official AutoSpies Timestamp: 11:27 AM
from: www.jdpower.com

[33] user comments | category: Misc News

Tags: BMW Japanese

BMW Japanese

BMW ranks highest in customer satisfaction with the vehicle sales process, according to the J.D. Power Asia Pacific 2006 Japan Sales Satisfaction Index (SSI) StudySM released today.

The study, now in its fifth year, identifies four factors contributing to customer satisfaction with the sales process at automotive dealerships. They are (in order of importance): salesperson; facility and staff demeanor; finance and insurance process; and delivery.

At 103 points in 2006, the overall industry SSI remains unchanged from the 2005 study. BMW ranks highest with an overall SSI score of 110 points, performing particularly well in both the salesperson and facility and staff demeanor factors. The number of test drives conducted at BMW dealerships—which are a critical part of the vehicle selection process—is up from the 2005 study. Additionally, the length of time given for test drives has increased, and evaluation scores given by customers for the test drive have improved from 2005.

Volkswagen follows BMW in the rankings with an SSI score of 107 points, and Honda ranks third overall with 105 points.

The study finds that among customers who indicate they “definitely would” purchase their next vehicle from the same make, 75 percent actually do so. Previous SSI results have shown that improvements in customer satisfaction can lead to a higher repurchase intention among customers. The 2006 study also finds that higher satisfaction produces higher repurchase rates for vehicle makes and dealerships.

“Higher levels of satisfaction provide various benefits, including the possible purchase of new replacement vehicles from the same dealer, the increased likelihood that customers will recommend their dealer through word of mouth advertising, and a potential boost in revenues,” said Hiroaki Endo, manager at J.D. Power Asia Pacific. “Manufacturers, importers and dealers will tentatively face stagnant sales of new vehicles and even tougher business conditions moving forward, primarily due to a shrinking Japanese population, owners keeping their vehicles longer and changing values toward vehicle purchases. Consequently, it becomes critical for manufacturers, importers and dealers to understand that higher rates of satisfaction generally lead to loyal customers—which can also have a positive impact on the return on investment.

The study also finds that customers are increasingly using the Internet to obtain information when purchasing a new vehicle. The percentage of customers who use the Internet is up from 35 percent in 2003 to 43 percent in 2006.

“Customers who use the Internet to shop for their vehicle will carefully gather information about the vehicle model they are considering prior to shopping,” said Endo. “In order to improve the overall satisfaction of these shoppers, salespeople need to do more than just provide basic product explanations. By offering specific information that is tailored to customer needs, and explaining and promoting the after-care service process, the salesperson will have a better chance of improving the satisfaction of Internet shoppers.”

The 2006 Japan Sales Satisfaction Index (SSI) Study includes responses from 5,996 vehicle owners covering 16 makes. The fieldwork for the study was conducted in July and August of 2006.

More photos in our auto show photo galleries...

Auto Show photo galleries!!!! Click here

Read Article

Comments:

Images hosted in your AgentSpace can now be posted in the comments section using the following syntax (case matters):
[img]IMAGE URL[/img]
Example: [img]http://agent004.myautospies.com/users/150/Sample-Gallery/sample1.JPG[/img]

Terminal10 - 10/25/2006 12:16:24 PM

+2 Boost

This is probably no suprise to most of the people who post here.

reply to this comment

BMW530i - 10/25/2006 2:40:19 PM

-1 Boost

JAPAN

reply to this comment

adoptgreyhounds - 10/25/2006 3:31:38 PM

+1 Boost

U.S salespeople should be sent this. Most here are snobby and don't/can't drive a BMW, yet they are more than happy to talk down to you. The U.S service is even worst. If BMW dealers could just learn to treat customers as nice as Lexus dealers.

reply to this comment

Agent009 - 10/25/2006 3:42:51 PMView My AgentSpace

+1 Boost

Lexus treats each customer well. My neighbor actually looks forward to going to her dealer for service. Something to do with the coffee bar, massage, and other perks. Not too many dealership treat service as an “event”, that the customer will look forward to.

BMW530i - 10/25/2006 3:58:56 PM

0 Boost

A massage? At a Lexus dealer? Isn't that overdoing it a little?

Agent009 - 10/25/2006 4:14:15 PMView My AgentSpace

+1 Boost

Well since a majority of Lexus core demographics are female or retired. It simply makes sound business sense to cater to the individuals. The more time they spend in the dealership the better the chance to sell another car.

The core Lexus clientele are not hard core enthusiasts, they prefer to be pampered. Any resemblance of luxury is a boon for them. I walked into the local dealership the other day and they had an event of some sort with food in process. It looked like a buffet on a cruise line, 100’s of AARP members scrambling for the shrimp and cheese.

I really don’t think you would see that going on in too many German dealerships.

BMW530i - 10/25/2006 4:34:57 PM

+2 Boost

Hmm, I don't recall Agent or me flaming Lexus in my posts...must be that troll WILL...

DallasMR2 - 10/25/2006 5:17:41 PM

0 Boost

I beg to differ. i was recently looking at a C and a new IS and the Mercedes dealer was the one kissing my ass! giving me bottled water and Lattes every time i turned around. their cars were in a garage, and since i wanted to see several colors car, the porters were sent to get the cars and the colors. then the test drive was about an hour, and they offered to let me pick it up the next afternoon to take to lunch.

at the Lexus dealer? i had to sit there and wait for a sales guy to come over, and then wait another 45 minutes while he located a manual IS250. i walked outside and found it in 5seconds. then he didn't give me an overview, and the test drive totaled about 5 minutes and a half a mile. nedless to say when i'm going to plunk down the cash, the Mercedes wins hands down...on service alone!

MF6453 - 10/25/2006 6:04:26 PM

+2 Boost

Service at my BMW dealer is excellent... Fields BMW Central Florida.

I drop my car off after work, they give me a loaner car, and I pick it up the next day. There is even an onsite chef that does free brunch every saturday morning for the people taking advantage of the free carwash.

S4cabriofox - 10/25/2006 7:08:59 PM

+2 Boost

"Yes. I walked into a Mercedes dealership to look at an SL one time...

...nearly 20 minutes went by without even an acknowledgement of my presence. Needless to say, I left empty-handed. Looking back, I'm actually thankful I didn't end up with a German car. Crisis averted."

The same thing happened to me. I walked into my local Autohaus Mercedes dealer to drive an E350 4Matic for my wife (my son was with me but she wasn't). No one else was in the dealer that day. It was a large room, and there were salesepeople everywhere, just typing in their cubicles. My son sat in a CL or something and I sat and read the paper. They never came, and my son had to flag one of them down as he ran by us. After over fifteen minutes of just sitting and watching them, we finally got to test drive an E-Class. I was impressed by the car, but not the dealership. In fact, something similar happened at a BMW dealer- I asked to drive an '04 330xi (this was in December of last year, I wanted a used one for my winter car), and a man said he'd bring one up. I waited fifteen minutes, and it never came. The salesmen were having a jolly old time laughing around, not noticing me. I just walked out.

BMW530i - 10/26/2006 9:14:14 AM

+2 Boost

You know Will, you're one of the biggest Hippocrites here.

I rarely attack other members for bashing German cars, but in your case, YOU SUBTLY BASH GERMAN CARS all the time.

Does this sound familiar?
========================================
HMmmm... The Audi A8 had an airbag recall, 36,000 I believe, but in all the articles I read on it, they didn't provide a telephone number to call, AND it wasn't free of charge. I guess $20K cars can have the same problems that $80K German ones have.
=========================================

Clearly, you're making an excuse for Toyota while at the same time "subtly" bashing Audi / German cars.

Say what you like, I know your types. You're a Hippocrite, Will. All too often, your posts contain hidden anti-German car statements. Like I said, you do it very subtly.

And go through my post and try to locate an anti-Japanese car message. I challenge you. Your comments are full of anti-German messages. Maybe you are such a Lexus fanboy that a truthful post like "Lexus doesn't have the prestige level of BMW or Mercedes" is so offensive to you. Why? It's the truth. Such a statement is not a bash against Lexus, it's the truth.

You and your fellow fanboys need to learn to accept the truth sometime. Lexus is a good brand, but you guys are hyping them up big time. No wonder you annoy some German car fans, because you guys overdo it.

Yes, there are German fanboys here too and that's the reason Autospies is a joke. Nothing but trolls and fanboys on this site, and the few objective members are put down with bullshit from both sides.

Good day!

BMW530i - 10/26/2006 12:43:12 PM

+2 Boost

You're turning things around, Will.

Did I say "Lexus has no prestige?" Look closely, I think you will be surprised to see what I wrote. I said "Lexus doesn't have the same level of prestige that BMW and MB enjoy". Do you know what that means? It means that Lexus has prestige, but NOT ON THE SAME level as BMW or Mercedes.

Even if Lexus is 100 years old, BMW or MB will be nearly 200 years old. And be honest, which Lexus cars will regain classic status? Not many. The original LS is probably the only Lexus that will make it into a classic. In 1886, the first Benz car was REVOLUTIONARY. It was a world sensation. An internal combustion engine, a transmission...you name it. REVOLUTIONARY. In 1989 (???), when the LS came out, it was revolutionary in its own way, but not in the grand sense of the 1886 Benz. Get what I am saying? And every Lexus model up to now won't exactly qualify as a collectors item.

BTW, these comments above are not Lexus bashing. I need to say this because in your mind, it is. Everytime I try to have an objective discussion with you, you immediately think I am a Toyota / Lexus hater. I am not.

When do you see me smacking on Toyota? Show me a post where I intentially say something like "Toyota/Lexus is shit", show me. I never said anything along those lines, and I think people here can vouch for me.

You on the other hand plant subtle messages in your posts that proclaim the greatness of Japanese cars and inferiority of German cars. Spare me. I don't consider you an enemy, I don't really know you, but you're pretty damn biased 99% of the time.

golfer38 - 10/25/2006 5:16:15 PMView My AgentSpace

-4 Boost

Although SSI is very important, it has nothing to do with the overall build quality or more importantly, the reliability of the product. Another misleading survey from J.D. Powers.

reply to this comment

huu76 - 10/25/2006 6:10:49 PM

0 Boost

Oh oh, here we go.
Wonder what the J.D.Power bashers have to say now? I'm staying the hell out of this one.

I noticed one thing though, how come there's no mention of any actual cars?

reply to this comment

maikoazu - 10/25/2006 7:36:38 PM

+4 Boost

this article's about dealership experience and not about any particular car model.

AmazingBimmer - 10/26/2006 9:20:05 AM

-4 Boost

i love my bimmer and will never drive another brand. my dealer is ok, not an ass, but not particularly helpful. my wife prays her car breaks down so she can go to the lexus dealer. I hate driving her car (LX 470). i am pretty sure a naval vessel has a smaller turning radius.

reply to this comment

BMW530i - 10/26/2006 12:49:23 PM

+2 Boost

Come on. BMW makes good cars, but so does the competition. I love BMW, but my next car will for sure be the new Mercedes CL. That's called "trying a different brand".

S4cabriofox - 10/26/2006 7:12:52 PM

+1 Boost

Yes. Please, step out of your box once in awhile. I've said the same thing to Will.

There's such a thing as too much love for something. In your case, it's BMW.

I am not entirely commited to one brand. I have an Audi right now and love it, I've been completely satisfied in virtually every way. But that doesn't mean I'm buying another Audi. I could buy another Audi, but I may also buy a Mercedes, BMW, Jaguar or Porsche convertible.

Rupert - 10/27/2006 3:46:50 PMView My AgentSpace

+1 Boost

i hate people who only every try, drive, read, eat or drink one thing.
will doesn't, because he also has a chrysler. and for the price range you're in (i'm guessing by what you drive) the mercs on offer aren't so good.
i'd recommened a lexus to people, not all, but then again i don't recommened lots of bmws, mercs and audis. all brands have a few bad cars, but they fix them eventually. merc fixed the ml, bmw fixed the 7, audi fixed the a4, lexus will fix the sc. and you never know will, you might suddenly find a liking for an A8....
i would never drive just 1 brand. that's so narrow minded and completely unimaginative.
btw for new cars i recommened the clk cab, the a6 wagon, and the merc s class.
3 years old i recommened the a4 cab, the x5, and the a8.

razzy23 - 10/26/2006 2:25:58 PM

0 Boost

LEXUS---SODA CAN! Always was and always will be. Fake just like WILL.

reply to this comment

gkearns - 10/26/2006 6:30:26 PM

+1 Boost

I have owned both German & Japanese cars. They both make some nice products. However looks closely at this survey conducted. It's about the "sales process" and the customer transaction that ocurred.

If you are looking for the most "reliable and highest quality" cars and somewhat sporty, then look at the Japanese cars. If you want that "pure driving sports experience" (without always having the most reliable car, buy the BMW or other German car.

What I'm say is their survey means little to me because my "sales process" it not the top priority in my purchase of cars like this. Just give me a fair price, take car of the paper work properly and get me in my car to enjoy it. This so called survey tells me little about how "reliable, quality oriented or fun drivng the car is.

reply to this comment

M53R - 10/27/2006 7:16:43 AMView My AgentSpace

+2 Boost

Keep up the good work BMW!!!

reply to this comment

2JZSoarer - 10/28/2006 10:53:24 PM

+1 Boost

You go into a Mercedes or BMW dealer in the U.S,and you tell them your just looking,they will classify you as a "Stroke",they won't help you again,even if you have the money to buy one!!Lexus won't allow that,I have seen a Lexus dealer fire a saleman on the spot for doing that!

reply to this comment

mkt1982 - 10/29/2006 11:59:13 AM

+1 Boost

J.D. Power and Associates and mot: Die Autozeitschrift Report:
Toyota Ranks Highest in Overall Customer Satisfaction in Germany for Fourth Consecutive Year .

http://www.jdpower.com/corporate/news/releases/pressrelease.asp?ID=2005088

reply to this comment

mkt1982 - 10/29/2006 12:11:21 PM

+2 Boost

J.D. Power and Associates and auto motor und sport /
AUTOStrassenverkehr Report:
Toyota, Mazda and Volvo Capture Top Model Awards in
Germany Vehicle Customer Satisfaction Study

Toyota Ranks Highest in Customer Satisfaction for a Fifth Consecutive Year

http://www.jdpower.com/corporate/news/releases/pressrelease.asp?ID=2006104

reply to this comment

To post a comment for this story, you must first Login.

If you do not have an account, you will need to Register (It's Free!).

	Agent009 "If everything seems under control, you're just not going fast enough."
	View My AgentSpace