Lexus takes out the top spot for customer satisfaction: Roy Morgan

Rebeccah Elley

Thursday 16 July 2015

The April Customer Satisfaction Awards conducted by Roy Morgan have revealed the top cars for auto satisfaction, with prestige brand Lexus leading the way with a 96% satisfaction rating.

Lexus takes out the top spot for customer satisfaction content

Automotive Industry Director at Roy Morgan Research Jordan Pakes said “Lexus is back on top this month, with its satisfaction rating improving more than one percentage point since the March result.”

The survey asked drivers how they feel about their current ride and the results showed strong satisfaction ratings with Subaru coming in a close second behind Lexus at just under 96% and luxury competitor BMW at 94%.

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The study showed that there were high levels of satisfaction across a “diverse” range of auto brands, with the top 10 car brands all earning scores above 90%.

“Other makes that have improved recently are Volkswagen, Suzuki, Peugeot and BMW. Only one local manufacturer made it into the Top 10: Toyota, with a score just over 94%, which is not surprising given that it remains the country’s most-liked automotive brand.”

According to Pakes there are 45 brands competing for a share of the 1.1 million new cars sold each year, so ensuring that existing owners are satisfied is crucial. “The average brand loyalty levels for the industry are just under 50%, which means that on average half of all drivers who are in the market for a new car are looking to stay with the same brand.”

“Obviously satisfaction with your current car will have a big impact when it comes time to decide whether to remain loyal or switch to a competitor brand.”

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