Hyundai tops sales satisfaction survey in Oz

The people have spoken. Aussies like Hyundai more than any other mainstream car brand when it comes to the sales journey, from the moment they walk into a dealership to the time they drive the car off the lot.

Latest data from JD Power suggests that the Korean car-maker is better than any other mass-market auto brand in terms of sales satisfaction and the overall dealership and vehicle delivery experience.

Other important conclusions drawn by the auto statistician’s 2017 Australia Sales Satisfaction Index Study is that 43 per cent of customers have not settled on the exact make or model they want to buy when they walk into the dealership.

According to the study, just 35 per cent knew exactly which make and model they wanted.

"Understanding changing customer expectations, keeping customers updated pre- and post-sales, as well as delivering consistent customer experiences across the network are key to ensuring an elevated sales experience and can, ultimately, go a long way toward securing customer retention," explained JD Power spokesperson, Loi Truong.

According to the survey, the top reason for purchasing a new car in the showroom is exterior design. No wonder our first Australian drive report of the Range Rover Velar has outshone our local Kia GT Stinger review.

Other reasons for purchasing a new car once inside a dealership include previous experience with the brand, brand reputation, vehicle safety and modern features.

JD Power’s latest customer satisfaction research showed that Hyundai scored highest overall with 827 points out of 1000, and that Volkswagen scored the worst with 791/1000.

Only 12 manufacturers were on the list and a total of 2779 buyers were interviewed. Conducted between January and June 2017, the study surveyed new vehicle owners who purchased between June 2016 to June 2017.

Six main sales satisfaction criteria were canvassed and then scored with a weighting in order of importance: salesperson (19%); deal (18%); delivery timing (17%); delivery process (17%); dealer facility (16%); and sales initiation (13%).

Other outcomes include the fact that many customers thought it was "vital" for the salesperson to keep them up to date about the timing of the vehicle delivery after it had been purchased. Depending on make and model, vehicle delivery can often take months.

Just over a quarter of all SUV buyers said the salespeople did not keep them informed of the vehicle delivery status, compared to one fifth for passenger vehicle buyers.

Younger buyers also found the car buying experience worse than older buyers. In total, 41 per cent of younger customers said they experienced pressure from dealership staff, compared to 17 per cent for older buyers.

Some of the showroom bonuses that improved customer satisfaction included free gifts, complimentary car washes, pick up and delivery, free servicing packages and free accessories and insurance.

Customers are more informed today and with more choice in Australia than almost any other mature market, new car buyers are demanding more.

JD Power 2017 Australia Sales Satisfaction Index Study – top mass-market dealership experience (out of 1000 points):

Hyundai 827
Kia 824
Holden 823
Ford 821
Toyota 817
Mitsubishi 817
AVERAGE 816
Mazda 813
Subaru 811
Honda 809
Nissan 800
Volkswagen 791