Which owners love their cars the most? How do owners view the cost of each respective brand’s service charges? In the second annual RamsayMedia Autobrand Survey, all these questions and whole lot more are answered.
In total, the SA Autobrand Survey 2012 received 6 486 responses covering 18 marques. This makes it the biggest and most comprehensive stand-alone survey of the SA motor-vehicle market.
“The sample represents the segment of South Africans who are both interested in and knowledgeable about motor vehicles,†explained Alan Todd, RMRS (RamsayMedia Research Solutions) partner. “These are major purchase decision-makers and influencers in the market. One could not wish for a more informed or expert base of respondents. Their opinions count strongly in driving new car brand share.â€
A few results of the survey include:
• Toyota customers are the most satisfied that the brand meets their need for good service contracts. Mercedes and VW rank second and third.
• Toyota comes closest in meetings its customers’ need for reasonably priced spares: 58 per cent of prospective Toyota buyers identified this as important to them, while 51 per cent felt the brand met this expectation. Ford and Volkswagen are the next most successful marques in this category.
• The research shows that BMW has leapfrogged Mitsubishi, Honda, Hyundai, Isuzu and Mazda to take the lead on the reasonableness of its service charges.
The survey targeted readers of RamsayMedia titles, which include CAR, Leisure Wheels, Automobil and Toyota Zone, and the members of Retail Motor Industry (RMI), and measured customers’ satisfaction as well their needs and perceptions in respect of all the automotive brands in the market.
Other key findings from the research reveal consumers’ views on the technological features of their vehicles, their experience at dealerships and the needs and expectations of female car buyers – all invaluable information for marketers, said Todd.
Industry roleplayers interested in purchasing the findings of the SA AutoBrand Survey 2012 can contact Andrew Stodel (email [email protected]) or Alan Todd (email [email protected]).
