Study: When It Comes To Our Cars, Aussies Appear Happy Little Vegemites Indeed

Study: When It Comes To Our Cars, Aussies Appear Happy Little Vegemites Indeed

As we all know, consumers can be a pack of right whingers. However, when it comes to the cars we drive it would appear Aussie drivers are happy campers indeed.

A new study by Roy Morgan Research has found that 92 per cent or 15 million Australians say they’re satisfied with the vehicle they drive. That’s an exceptional satisfaction ratings and far above the likes of banks, airlines, retailers, supermarkets and hotels.

According to the study, Lexus drivers are the most satisfied with their automobiles, a staggering 96 per cent saying they were satisfied with their cars.

In fact, Japanese car markers filled the top five spots with Mazda second (95 per cent), Subaru third (95 per cent), and Toyota and Honda tied for fourth (94 per cent).7091

Six manufacturers are tied with 94 percent satisfaction among drivers, including Japanese brands Toyota, Honda, Suzuki and Isuzu UTE, South Korean Hyundai and German Mercedes-Benz—the 2012 Customer Satisfaction Award winner.

Some 93 percent of Australians behind the wheel of a Land Rover or Mitsubushi are satisfied, with Kia and Nissan drivers spot on average with satisfaction scores of 92 percent.

Volkswagen, Audi, Citroën, Peugeot and 2013 Award winner Volvo also gratify over 90 percent of their drivers. The second and third most common cars on our roads, Ford and Holden each score a respectable 89 percent satisfaction rate.

When it came to dissatisfaction, Roy Morgan found that 540,000 Australians were unhappy with the car they drove and were keen to replace it.

Dissatisfied drivers are twice as likely as others to intend to buy a new car within the next year (7 per cent). That’s almost 40,000 imminent buyers in the market with a particular need to make a more careful choice this time around.

Overall, the number of Australians planning to buy a new car in the next 12 months rose marginally in November to 569,000. The total number of prospective buyers over the next four years was unchanged since October at 2,264,000.

New car buying intentions to November 2016


Commenting on the study, Jordan Parkes, Roy Morgan’s industry director automotive, said: “In today’s ultra-competitive new car buyer market, ensuring your existing customers remain satisfied is the first step towards securing potential long-term loyalty, advocacy and future sales. When looking at acquisition and retention costs, most sources say it costs between four to 10 times more to acquire a new customer than it does to keep one (and often a repeat buyer will spend more money than a new one). Brands with large volumes of existing owners would therefore do well to ensure this owner base remains satisfied to increase the likelihood of repurchase.

“As well as repurchase from the owners themselves, high satisfaction also generates positive word of mouth and brand advocacy. Roy Morgan finds that 55 per cent of new car buyers seek advice from family and friends regarding their next car.

“Despite these high levels of Customer Satisfaction in the industry, less than half of all new car buyers have nominated the same make for their next purchase. The right model mix is essential to securing long-term clients by meeting their evolving life-stage and style. Conversely, competitor brands need to understand how buyers’ changing needs and attitudes create opportunities for conquest with suitable vehicles.

“2016 is expected to set another record for new car sales in Australia and with as many near-term buyers in the market as there were 12 months ago, it looks like 2017 will be another strong year ahead for the industry,” he said.

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