J.D. Power and Associates Reports: Decreased Satisfaction With Ownership Costs and Service Drive Decline in Overall New-Vehicle Ownership Satisfaction in Mexico
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Dodge, Ford, Honda, Mazda, Mercedes-Benz, Pontiac and Toyota Models Rank Highest in Ownership Satisfaction in Their Respective Segments
WESTLAKE VILLAGE, Calif., Sept. 22 -- Overall new-vehicle owner satisfaction has declined slightly in the Mexico market, with tough economic times driving dissatisfaction with vehicle ownership costs and dealership service, according to the J.D. Power and Associates 2009 Mexico Vehicle Ownership Satisfaction Study(SM) released today.
Now in its sixth year, the study measures new-vehicle ownership satisfaction with 2008 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.
After reaching record-high levels in 2008, overall ownership satisfaction in Mexico has declined slightly in 2009 to an average of 821 on a 1,000-point scale--down four points from 2008. This marks the first decline in overall satisfaction since the study's inception in 2004. While satisfaction levels for vehicle quality and reliability and vehicle appeal have remained stable, satisfaction with ownership costs and dealership service have each declined by seven index points from 2008.
For many owners, the cost of fuel is the primary reason for decreased satisfaction with ownership costs.
In the area of dealer service, owners indicate they are considerably less satisfied with service initiation and service quality in 2009, compared with 2008. In addition, the percentage of owners who report taking their vehicle to the dealership for service has declined to 79 percent in 2009 from 82 percent in 2008.
"As has occurred in other parts of the world, the global economic downturn has had an adverse effect on new-vehicle sales in Mexico; however, in some countries and industries, lower sales and service volumes have resulted in higher levels of customer satisfaction," said Richard Cooper, vice president, Canada and Latin America at J.D. Power and Associates. "Automotive brands and dealers in the Mexico market have a prime opportunity to elevate service satisfaction levels. With lower sales volumes, each customer represents valuable revenue, whether for sales or service. Providing high levels of satisfaction is critical in retaining customers and fostering loyalty in both areas at the dealership."
The study also finds that owners who are highly satisfied with the service experience at their dealer (providing a rating of seven on a seven-point scale) give an average of four positive service location recommendations, while owners who are dissatisfied (providing a rating of two or lower on a seven-point scale) give six negative comments, on average.
The study also examines new-vehicle models according to vehicle segment. The highest-ranking models by segment are:
Entry Sub-Compact Car: Pontiac Matiz (for a second consecutive year) Upper Sub-Compact Car: Honda Fit (for a second consecutive year) Compact Car: Mazda 3 Midsize Car: Toyota Camry (for a second consecutive year) Entry Premium Car: Mercedes-Benz C-Class (for a third consecutive year) Entry SUV: Toyota RAV4 (for a second consecutive year) Minivan: Toyota Sienna Entry Pickup Truck: Dodge Dakota Full-Size Pickup Truck: Ford Lobo
Among the 21 nameplates ranked in the study, those that have improved from 2008 are Cadillac, Dodge, Ford, GMC and Mercedes-Benz.
The 2009 Mexico Vehicle Ownership Satisfaction Study is based on responses from 5,526 owners of 2008 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 between April and July 2009.
Top Three Models per Segment Entry Sub-Compact Car Highest Ranked: Pontiac Matiz Nissan Tsuru Dodge Atos Upper Sub-Compact Car Highest Ranked: Honda Fit Toyota Yaris Nissan Tiida Compact Car Highest Ranked: Mazda 3 Mitsubishi Lancer Volkswagen Bora Midsize Car Highest Ranked: Toyota Camry Honda Accord Dodge Charger Entry Premium Car Highest Ranked: Mercedes-Benz C-Class Audi A3 Audi A4 Entry SUV Highest Ranked: Toyota RAV4 Toyota FJ Cruiser Mazda CX7 Minivan Highest Ranked: Toyota Sienna Honda Odyssey Chevrolet Uplander Entry Pickup Truck* Highest Ranked: Dodge Dakota Nissan Pickup Full-Size Pickup Truck* Highest Ranked: Ford Lobo Dodge Ram Pickup LD
NOTE: There must be at least four models with sufficient sample in any given award segment for an award to be presented. In 2009, there are only three midsize SUV models, two large SUV models and three premium SUV models with sufficient sample, thus no midsize SUV, large SUV and premium SUV awards are presented.
*No other model in this segment performs above the segment average. About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. 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 is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2008 were $6.4 billion. Additional information is available at http://www.mcgraw-hill.com/.
