Mazda drivers won’t be surprised to learn that Roy Morgan Research has found Mazda driver satisfaction in the twelve months to July 2017 the highest of all car brands at 95.3 per cent.
However, it has only narrowly taken out the lead ahead of Volvo, which had driver satisfaction at 95.2 per cent. Lexus followed behind at 95 per cent.
Roy Morgan’s Automotive Satisfaction Report is based on over 40,000 interviews per annum with car drivers. Last year Mazda took out the fourth-place spot, but the brand has grown it’s rating by 0.2 percentage points in the 12 months leading to July 2017.
Across the 24 major brands, Daihatsu had the lowest satisfaction rating of 85.9 per cent, followed by Jeep (88.9 per cent), Holden (89.3 per cent) and Ford (89.8 per cent).
There really is not a large percentage point difference between the highest scored and lowest scored car brands, showing how competitive the Australian car market is.
Satisfaction with Car Mostly Driven – Top 24 Brands
Satisfaction with Car Mostly Driven – Top 24 Brands (Continued)
Roy Morgan Research Industry Communications Director, Norman Morris, believes that in such a highly competitive car market as Australia, it is “critical that brands focus on their satisfaction ratings relative to their major competitors and across key segments because customer satisfaction has the potential to impact on customer retention and advocacy.”
“This research has shown that very little currently separates the satisfaction of the major players in this market, presenting a problem in how to obtain a competitive advantage on this important metric,” said Mr Morris.