Honda Ranks Highest in New-Vehicle Sales Satisfaction in Malaysia
Shortened delivery times and increased after-sales follow-up contacts have contributed to an improvement in overall new-vehicle sales satisfaction in Malaysia, according to the J.D. Power Asia Pacific 2011 Malaysia Sales Satisfaction Index (SSI) StudySM released today. Now in its ninth year, the study measures new-vehicle owner satisfaction with the sales and delivery experience and examines seven factors that contribute to overall satisfaction. In order of importance, these factors are delivery process; delivery timing; paperwork; dealer facility; salesperson; deal; and sales initiation. SSI performance is reported as an index score based on a 1,000-point scale. A higher overall SSI score indicates greater satisfaction with the new-vehicle sales and delivery process. Overall sales satisfaction averages 799 in 2011, improving by 18 points, compared with 781 in 2010.
The study finds that the average new-vehicle delivery time has decreased to 16.3 days in 2011, down by nearly four days from 2010. Approximately 38 percent of customers indicate that they received their vehicle within one week or less. Among these owners satisfaction with the delivery timing factor averages 24 points higher than the industry average. In addition, the proportion of owners who indicate that vehicle delivery took more than one month has declined to 7 percent in 2011 from 13 percent in 2010. However, among these owners, satisfaction with delivery timing averages 100 points lowers than the industry average.
“Despite the increase in new-vehicle sales in the Malaysia market during the past year, manufacturers and dealers in Malaysia have done a great job in managing the delivery time for new-vehicle owners,” said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore. Among the nine brands included in the study, Honda ranks highest with a score of 815. Honda performs particularly well in four of the seven factors: sales initiation, dealer facility, salesperson and delivery process. Nissan (813), Suzuki (806) and Toyota (803) follow in the rankings. Nissan performs particularly well in the paperwork and delivery timing factors, while Suzuki performs particularly well in the deal and paperwork factors. Nissan improves by 29 points in 2011, compared with 2010—more than any other brand.
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