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J.D. Power and Associates Reports:
Design, Performance and Dealer Service, Rather than Quality, are
the Primary Differentiators among
Automotive Brands in Mexico
Chrysler and General Motors Each Receive Two Model Awards for
Vehicle Ownership Satisfaction in Mexico
WESTLAKE VILLAGE, Calif.: 1 December 2010 New-vehicle appeal and
dealer service performance aregreater differentiators among
automotive brands in Mexico than are initial quality or cost of
ownership, accordingto the J.D. Power and Associates 2010 Mexico
Vehicle Ownership Satisfaction StudySMreleased today.
Now in its seventh year, the study measures new-vehicle
ownership satisfaction with 2008 and 2009 model-yearvehicles in
Mexico. Overall satisfaction is determined by measuring customer
experiences in four factors: vehiclequality and reliability;
vehicle appeal (satisfaction with the design, style, performance
and comfort of the vehicle);dealership service (satisfaction with
the dealer service department); and ownership costs (service,
fuelconsumption and insurance costs).
The study finds that differences between automotive brands are
relatively small in the quality and reliability andownership costs
factors, but greater in vehicle appeal and dealership service. The
gap between the highest-performing and lowest-performing models
averages 59 points on a 1,000-point scale for vehicle quality
andreliability and 64 points for ownership costs. In comparison,
these differences are 78 points in the vehicle appealfactor and 80
points in the dealership service factor.
It appears as though automakers, as a whole, are focusing on
satisfaction in just one or two aspects of the
ownership experience, which means there is ample opportunity for
differentiation in areas where there isdemonstrated weakness, said
Richard Cooper, vice president of Canada and Latin America
operations atJ.D. Power and Associates.
According to Cooper, light-vehicle sales in Mexico are showing
signs of recovery, but the industry is still far fromachieving the
peak sales recorded between 2005 and 2006, when sales reached
approximately 1.1 million unitsannually. As sales continue to
increase, competition in the market is expected to intensify as new
models enter themarket and automakers improve new-vehicle design,
quality and dealership service.
The study examines new-vehicle models according to vehicle
segment. The number of automotive brands thatreceive awards has
increased to 11 in 2010 from seven in 2009. The highest-ranking
models by segment are:
Entry Sub-Compact Car:Chevrolet Chevy and Suzuki Swift
(tie)Upper Sub-Compact Car:Peugeot 207Compact Car:Mazda 3 (for a
second consecutive year)Midsize Car:Dodge ChargerEntry Premium Car:
Mercedes-Benz C-Class (for a fourth consecutive year)Entry SUV:Jeep
CompassMidsize SUV: Honda Pilot
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Entry Pickup Truck:Toyota TacomaFull-Size Pickup Truck: GMC
SierraPremium SUV: Lincoln Mark LT
The study also finds a strong relationship among each of the
four components of ownership satisfaction and thelikelihood that a
customer will consider the same brand of vehicle when making a
future purchase decision. For
example, 80 percent of owners who are delighted with their
experience of the vehicles quality and reliability(providing
ratings of 10 on a 10-point scale) say they definitely will
purchase the same brand in the future.However, among less-satisfied
customers (providing ratings of eight or nine), only 54 percent say
the same.
While the fundamentals of having appealing and high-quality
products will remain vital, manufacturers that cantake a
longer-term view of the customer experience are likely to be the
most successful, said Cooper. Seeminglyminor differences in
satisfaction in individual factors may increase the risk that the
customer will switch to adifferent brand in the future, causing the
manufacturer to expend resources to conquest new customersa
muchmore expensive proposition than maintaining a satisfied
customer. Both manufacturers and dealerships play vitalroles in
this effort. Customer retention, both in terms of brand loyalty and
service loyalty, must become prioritiesto sustain dealerships and
avoid the high cost of continually having to conquest new
customers.
The 2010 Mexico Vehicle Ownership Satisfaction Study includes
responses from 6,578 owners of 2008 and 2009model-year vehicles who
purchased their vehicles between January 2008 and June 2009.
Respondents wereinterviewed in seven of Mexicos largest auto
marketsGuadalajara, Hermosillo, Mexico City, Monterrey,Puebla,
Quertaro and Veracruzand were asked to evaluate their experiences
during the first 12 to 30 months ofownership. The study was fielded
between June and October 2010.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and
Associates is a global marketing information servicescompany
operating in key business sectors including market research,
forecasting, performance improvement,Web intelligence and customer
satisfaction. The companys quality and satisfaction measurements
are based onresponses from millions of consumers annually. For more
information on car reviews and ratings, car insurance,health
insurance, cell phone ratings, and more, please visit JDPower.com.
J.D. Power and Associates is a business
unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a
global information and education companyproviding knowledge,
insights and analysis in the financial, education and business
information sectors throughleading brands including Standard &
Poors, McGraw-Hill Education, Platts, and J.D. Power and
Associates. TheCorporation has more than 280 offices in 40
countries. Sales in 2009 were $5.95 billion. Additional information
isavailable at http://www.mcgraw-hill.com/.
J.D. Power and Associates Media Relations Contacts:
John Tews; Troy, Mich.; (248) 312-4119;
[email protected]
Syvetril Perryman; Westlake Village, Calif.; (805) 418-8103;
[email protected]
No advertising or other promotional use can be made of the
information in this release without the express priorwritten
consent of J.D. Power and Associates. www.jdpower.com/corporate
# # #(Page 2 of 2)
NOTE: One chart follows.
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Entry SUV
Highest Ranked: Jeep CompassFord Escape (tie)Mazda CX7 (tie)
Midsize SUV
Highest Ranked: Honda Pilot
Jeep Grand Cherokee
Ford Edge
Premium SUV*
Highest Ranked: Lincoln Mark LT
BMW X5
Entry Pickup Truck
Highest Ranked: Toyota TacomaRam Dakota
Chevrolet Colorado
Full-Size Pickup Truck
Highest Ranked: GMC SierraFord Lobo
Chevrolet Silverado
Top Three Models per Segment
J.D. Power and Associates
2010 Mexico Vehicle Ownership Satisfaction StudySM
Entry Sub-Compact Car*
Highest Ranked:Chevrolet Chevy (tie)
Suzuki Swift (tie)
Upper Sub-Compact Car
Highest Ranked: Peugeot 207Seat Cordoba (tie)
Volkswagen Gol (tie)
Compact Car
Highest Ranked: Mazda 3MINI Cooper
Nissan Sentra
Midsize Car
Highest Ranked: Dodge ChargerDodge Avenger
Mazda 6
Entry Premium Car*
Highest Ranked: Mercedes-Benz C-ClassBMW 3 Series
Source: J.D. Power and Associates 2010 Mexico Vehicle Ownership
Satisfaction Study SM
Charts and graphs extracted from this press release must be
accompanied by a statement identifying J.D. Powerand Associates as
the publisher and the J.D. Power and Associates 2010 Mexico Vehicle
Ownership Satisfaction
StudySM as the source. Rankings are based on numerical scores,
and not necessarily on statistical significance.No advertising or
other promotional use can be made of the information in this
release or J.D. Power and
Associates study results without the express prior written
consent of J.D. Power and Associates.
NOTE: There must be at least four models with sufficient sample
in any given award segment for an award to be presented. In
2010, there are fewer than four models each in the large SUV and
minivan segments. Therefore, no large SUV or minivanawards are
presented.
*No other model in this segment performs above the segment
average.
