Overall Vehicle Ownership Satisfaction in Mexico Reaches a Record High

BMW, Honda, Lincoln, Mazda, Mercedes-Benz, Pontiac and Toyota Models Rank Highest in Ownership Satisfaction in Their Respective Segments

WESTLAKE VILLAGE, Calif., Sept. 11, 2008 - As manufacturers consistently improve in all areas of the customer experience, satisfaction among new-vehicle owners in Mexico has steadily increased to record-high levels, according to the J.D. Power and Associates 2008 Mexico Vehicle Ownership Satisfaction Study(SM) released today.

Now in its fifth year, the study measures new-vehicle ownership satisfaction with 2007 model-year vehicles in Mexico. Overall satisfaction is determined by measuring customer experiences in four areas: vehicle quality 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.

The study finds that customer satisfaction across the industry has continuously improved since the study's inception in 2004, with steady year-over-year increases culminating in an industry average of 825 on a 1,000-point scale in 2008. This marks a 20 percent increase from 2004. Improvements by Chevrolet, Chrysler, Dodge, Ford, Nissan and Volkswagen account for more than 80 percent of this increase in the average industry satisfaction score. Notable improvements have been made throughout the industry in satisfaction with ownership costs, which has improved markedly since 2004.

"Part of the significant increase in satisfaction can be attributed to new brands entering the market, which has intensified competition," said Neal Oddes, director of product research and analysis at J.D. Power and Associates. "New brands generally have high satisfaction scores, and increased competition also serves to raise overall satisfaction levels. As customers become more demanding regarding product offerings, manufacturers have demonstrated consistent progress in satisfying customers and are moving in the right direction as far as understanding their customer base and implementing improvement measures. However, as satisfaction among new-vehicle owners increases, so do customer expectations, thus maintaining this level of continuous improvement is critical for manufacturers."

The study also examines new-vehicle models according to vehicle segment. The highest-ranking models by segment are:

  Entry Sub-Compact Car: Pontiac Matiz
  Upper Sub-Compact Car: Honda Fit
  Compact Car: BMW 1 Series (receives award for a second consecutive year)
  Midsize Car: Toyota Camry
  Entry Premium Car: Mercedes-Benz C-Class (receives award for a second
   consecutive year)
  Entry SUV: Mazda CX-7/Toyota RAV4 (in a tie)
  Minivan: Honda Odyssey
  Entry Pickup: Toyota Tacoma
  Full-Size Pickup: Lincoln Mark LT

The most improved nameplates in the study are Audi, Chrysler, Seat and Volkswagen.

The study also finds, among customers whose satisfaction levels are above the industry average in 2008, 61 percent of report that they "definitely would" repurchase the same make. This marks a considerable increase in loyalty from 2004, when 48 percent of customers whose satisfaction levels were above the industry average indicated they "definitely would" repurchase the same vehicle make.

"With the extremely competitive nature of the Mexican new-vehicle market, delivering products that meet or exceed customer expectations is crucial," said Oddes. "Considering the strong impact that customer satisfaction has on loyalty over time, manufacturers stand to benefit financially by satisfying customers across all elements that encompass the new-vehicle ownership experience."

The 2008 Mexico Vehicle Ownership Satisfaction Study includes responses from 6,124 owners of 2007 model-year vehicles. Respondents were interviewed in six of Mexico's largest auto markets -- Guadalajara, Mexico City, Monterrey, Puebla, Queretaro and Veracruz -- and were asked to evaluate their experiences during the first 6 to 18 months of ownership. The study was fielded in March through June 2008.