General Motors’ Chevrolet brand ranked highest in satisfying new vehicle buyers with the purchase experience, according to the JD Power and Associates 2005 South Africa sales satisfaction index.
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The inaugural study was a comprehensive measurement of the new vehicle sales and delivery process, and included 32 attributes grouped into five factors of satisfaction.
With an overall SSI score of 861, Chevrolet, whose vehicles are mostly designed by Opel in Germany and assembled locally, topped the rankings, performing 16 index points higher than second-ranked Mercedes-Benz. Rounding out the top five brands were Mitsubishi, Toyota and Honda.
Chevrolet set the industry benchmark in three of the five factor areas – salesperson, paperwork/finance process and the negotiated price.
Mitsubishi and Peugeot led the industry in dealership facilities, while Mercedes-Benz outperformed other nameplates in the new vehicle delivery process.
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By GlobalDataAmong the five components of the index, dealership facility was the lowest-rated measure by consumers in South Africa. Contributing to the low scores were poor ratings for the size of the new vehicle inventory. Other low-rated areas were the comfort of area or office where the vehicle’s price was negotiated and convenience of the dealership location and opening hours.
