Category: Mexico

Honda Ranks Highest in Customer Satisfaction among Non-Premium Brands,
Mercedes-Benz among Premium Brands in Inaugural Mexico Study

2015-10-27

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MEXICO CITY: 28 October 2015 — Honda ranks highest among non-premium automotive manufacturers and Mercedes-Benz ranks highest among premium manufacturers in customer satisfaction with vehicle service at a franchised dealer facility for maintenance and repair work, according to the JD Power 2015 Mexico Customer Service Index (CSI) Study^SM released today.  

The CSI Study is a comprehensive analysis of the vehicle service experience and is conducted by JD Power in 16 countries worldwide. This is the inaugural edition in Mexico, which replaces the JD Power Mexico Vehicle Ownership Satisfaction Study^SM (VOSS), providing a deeper and more detailed after-sales solution for automakers and dealerships. 

The study explores customer satisfaction with their service dealer by examining five measures (listed in order of importance): service quality (25%); service initiation (24%); service advisor (20%); service facility (16%); and vehicle pick-up (16%). Satisfaction is calculated on a 1,000-point scale.

Honda ranks highest among non-premium brands in satisfaction with a score of 841. Jeep (837) ranks second, followed by Toyota (834), Nissan (793) and SEAT (792). Mercedes-Benz ranks highest among premium brands in satisfaction, with a score of 900. BMW and Audi rank second in a tie with 896 each.

Service Satisfaction and Sales

New-vehicle sales in Mexico are expected to reach 1.33 million units in 2015, up from 1.14 million in 2014.[1]

The study finds that satisfaction with dealer service contributes to sales through customer loyalty and advocacy. Among customers who are highly satisfied with their dealer service (overall satisfaction scores of 900 and above), 63 percent say they “definitely will” purchase their next vehicle from that dealer and 65 percent “definitely will” recommend the dealer to friends and family. In contrast, among customers less satisfied (score of 700-899), only 33 percent say they “definitely will” purchase their next vehicle from that dealer, and only 37 percent “definitely will” recommend the dealer to others.

“Providing a consistently positive customer experience is possible when the brand and the dealership make it a priority and have the people and processes in place,” said Gerardo Gomez, director and country manager at JD Power de México. “Brands and dealerships that are able to satisfy their service customers likely will see an increase in revenue and will be able to build customer loyalty not only for their service department, but also in sales.”

The service advisor plays a critical role in customer satisfaction. For example, 72 percent of customers indicate their service advisor recommended additional work. Satisfaction among the 30 percent of those customers who had the work done jumped to 820. Even among the 42 percent who received the recommendation but did not have the work done, satisfaction is 784, higher than the 773 among customers whose advisor did not recommend additional work. Additionally, owners who had the work done spent an average of  MXN 730 more per visit than owners who did not receive a recommendation.

“Even if they elect not to have the work done, vehicle owners appreciate the advice they receive from their advisor,” said Gomez.

KEY FINDINGS

• Service departments in Mexico do a good job offering such traditional amenities as snacks, reading materials and television for their waiting customers. Yet, there is a gap between what vehicle owners want and what dealerships offer when it comes to electronics and connectivity. For example, only 26 percent of dealer service facilities offer wireless Internet access. When Wi-Fi access is offered, overall satisfaction averages 846, compared with 772 when it is not available. Similarly, only 13 percent of dealerships provide computers with Internet access for their service customers. Satisfaction is 850 when computers are available, compared with 779 when they’re not. 
• ŸService quality satisfaction is 807 among the 95 percent of owners who say their service work was completed right the first time. Among the remaining 5 percent, satisfaction drops significantly to 557.
• ŸSeventy percent of owners indicate their vehicle was returned after service cleaner that when they took it in, resulting in a service quality satisfaction score of 835. Among the 29 percent of owners who say the vehicle was returned the same as when they brought it in, satisfaction averages 715, but when the vehicle is not as clean when it’s returned, satisfaction plummets to 487.
• ŸService quality satisfaction drops 131 points when the vehicle’s settings for items such as the radio, seat or climate controls are adjusted during service.
• ŸAmong the 72 percent of owners who say the dealer contacted them after their service was complete, service quality satisfaction averages 825, compared with 724 among those who were not contacted.
• ŸOnly 11 percent of owners of 2015 model-year vehicles visited a non-dealer for service in the past 12 months. However, 35 percent of owners of 2012 model-year vehicle had service work done at a non-dealer in the past year, indicating that non-dealer service usage increases rapidly as the vehicle ages.

The 2015 Mexico Customer Service Index (CSI) Study is based on the evaluations of more than 4,900 interviews with new-vehicle owners in Mexico approximately 12 to 36 months after purchase. The study was fielded from June through September 2015.

Media Relations Contacts

Esteban Garcia; de México 50814455; [email protected]

John Tews, JD Power, Troy, Michigan, 248-680-6218; [email protected]

About JD Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info

About McGraw Hill Financial www.mhfi.com

 

BMW Ranks Highest in Vehicle Dependability in Inaugural Mexico Study;
SEAT Receives Two Segment Awards, Nissan and Toyota One

2015-10-27

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MEXICO CITY: 28 October 2015 — BMW ranks highest in vehicle dependability among all nameplates in Mexico, according to the inaugural JD Power 2015 Mexico Vehicle Dependability Study^SM (VDS) released today.

The study measures problems experienced during the past 12 months by original owners of vehicles in Mexico after approximately 12-36 months of ownership. The study examines 177 problem symptoms across eight categories: engine and transmission; vehicle exterior; driving experience; features/controls/displays; audio/communication/entertainment/navigation (ACEN); seats; heating, ventilation and cooling (HVAC); and vehicle interior. Overall dependability is determined by the number of problems experienced per 100 vehicles (PP100), with a lower score reflecting higher quality.

BMW ranks highest with a score of 20 PP100. Mercedes-Benz ranks second with 21 PP100, followed by Acura with 22 PP100; GMC with 31 PP100; and MINI with 40 PP100. The overall industry average is 164 PP100.

The most commonly reported problems are noisy brakes (4.4 PP100), windows fog up/don’t clear quickly (4.3 PP100) and interior materials scuffing or soiling easily (4.0 PP100).  In comparison, the top two problems reported by owners in the United States are Bluetooth pairing/connectivity and built-in voice recognition systems misinterpreting commands.[1]

Air conditioning doesn’t reach or maintain the desired temperature (3.7 PP100) is among the top five most frequently reported problems in Mexico and also among the problems owners report as most severe. Technology, specifically in the ACEN category such as Bluetooth connectivity, is not among the 10 most common or most severe problems.

“Unlike other countries where technology-related problems are common, surprisingly in Mexico technology doesn’t make the most common problems,” said Gerardo Gomez, director and country manager at JD Power de México. “Technology is prevalent in vehicles here, but it’s likely that owners are satisfied just to have the technology in their vehicle, so they don’t say anything even if they have a problem with it.”  

Highest-Ranked Models

SEAT has two models (Toledo and Leon) that receive segment awards. Nissan (March) and Toyota (RAV4) each receive one award.

KEY FINDINGS

• The most frequently reported problems are in the interior category (35 PP100), followed by driving experience (26 PP100) and exterior (25 PP100).
• The overall average score among premium nameplates is 31 PP100, which is 138 PP100 lower than the non-premium average of 169 PP100. The problem category with the largest gaps in dependability scores between the premium and non-premium segments is interior (3.7 PP100 vs. 35.8 PP100, respectively).
• In addition to reporting problems experienced with their 1- to 3-year-old vehicles, owners also rate the severity of each problem they experience. The scale for problem severity ranges from 1 (very minor problem) to 5 (very serious problem). Six of the top ten most severe problems are in the engine/transmission category. Among owners who experience most of these problems, only 50-74 percent, depending on the problem, take their vehicle to their dealer to service the problem.
• Only 51 percent of owners who report problems with the engine overheating take their vehicle to the dealer for service. Among owners who report this problem, only 42 percent say they “definitely will” purchase the same brand of vehicle again, compared with 61 percent of those who do not report such a problem.
• The 2015 Mexico VDS also measures owner satisfaction with their vehicle. Owners are asked to rate the various aspects of their vehicle, including its interior, exterior, ACEN, driving dynamics and visibility and safety, which comprise an overall vehicle satisfaction index based on a 1,000-point scale. Overall satisfaction among premium brand owners averages 903, while overall satisfaction among volume vehicle owners is 830.  Among brands that perform particularly well in owner satisfaction are (in alphabetical order): BMW, Honda, Jeep, Mercedes-Benz and Toyota.
• Among owners of premium vehicles, satisfaction is highest with the exterior (911) and visibility and safety (909) aspects of their vehicle and lowest with fuel economy (891) and storage and space (895). Among owners of non-premium vehicles, satisfaction is highest with driving dynamics (850) and exterior (848) and lowest with their vehicle’s ACEN system (804) and fuel economy (814).

The 2015 Mexico Vehicle Dependability Study (VDS) is based on the evaluations of more than 7,000 interviews with owners in Mexico who purchased their vehicle from March 2012 through October 2014. The study was fielded from June through September 2015.

Media Relations Contacts

Esteban Garcia; de México 50814455;  [email protected] need to replace data also in the CSI

John Tews, JD Power, Troy, Michigan, 248-680-6218; [email protected]

About JD Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info

About McGraw Hill Financial www.mhfi.com

 

Brand Reputation and Customer Loyalty Are Critical For Automakers in Competitive Mexican Market

2015-05-19

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MEXICO CITY: 21 May 2015 — As the new-vehicle market in Mexico heats up, so does the competition among the automakers as they build their brand reputation and customer loyalty to boost sales, according to the JD Power 2015 Mexico Sales Satisfaction Index (SSI) Study^SM released today.

The study, now in its second year, is a comprehensive analysis of the new-vehicle purchase and delivery experience and examines customer satisfaction with the selling dealer across five measures (listed in order of importance): working out the deal (33%); delivery process (27%); salesperson (22%); dealership facility (11%); and test drive (7%). Overall satisfaction is calculated on a 1,000-point scale.

New-vehicle sales in Mexico increased by 6.8 percent in 2014 and are expected to grow another 10.8 percent to 1.25 million in 2015. Sales in the first quarter of 2015 increased 22.9 percent compared to the same period in 2014. As the market grows, so does the level of competition, especially with the addition of new brands in 2014 and others coming soon.

Study findings show that new-vehicle buyers in Mexico select their vehicle based on previous experience with the brand and the brand’s reputation much more than on a low purchase price.

“Automakers are benefitting from cultivating their brand through ownership of their vehicles and through marketing to increase brand recognition,” said Gerardo Gomez, director and country manager at JD Power de México. “While automakers are trying to differentiate themselves with free service contracts and longer warranties, buyers are going with the brands they know and trust. Customer relationships and engagement will drive the future business at the dealership.”

Among buyers of non-premium vehicles, which account for 96 percent of all new-vehicle sales in Mexico, 31 percent select their vehicle based on their previous experience with the brand and 29 percent based on the brand’s “good reputation/reliability.” Less than one-fifth (17%) of buyers cite “low purchase price” and “vehicle safety” as primary purchase reasons.

In the premium vehicle segment, “good reputation/reliability of the brand” and “attractive design/styling” are each cited by 41 percent of buyers as their primary reason for selecting their vehicle. Only 6 percent of premium buyers say that a “low purchase price” factored into their purchase decision.

“Dealer had the exact vehicle I wanted” and “closest dealer with brand I wanted” are the top two reasons buyers in Mexico select a specific dealership, cited by 33 percent and 25 percent of new-vehicle buyers, respectively. The “dealer’s reputation” is also an important factor, cited by 23 percent of new-vehicle buyers overall and 35 percent of premium-vehicle buyers.

KEY FINDINGS

• Overall sales satisfaction in the luxury segment increases to 842 in 2015 from 823 in 2014, and drops to 810 from 821 in the mass market segment.
• ŸEncouraging shoppers to test drive can impact sales satisfaction.  Overall sales satisfaction among buyers who took a test drive averages 833. Satisfaction drops to 815 among those who are offered a test drive but don’t take one, and falls considerably to 761 when a test drive vehicle is not available and to 716 when a test drive isn’t even offered.
• ŸHowever, only 44 percent of buyers took a test drive at the dealership from which they purchased their vehicle. While this is an increase from 36 percent in 2014, it still is much lower than in other markets, such as the United States (84%) and Brazil (59%)[1].
• ŸThe delivery process is an important aspect of the vehicle purchase process, especially with more technology and features for customers to learn in today’s vehicles. Among buyers indicating their salesperson spent enough time explaining the vehicle during delivery, the median time spent with them is 35 minutes, compared with 20 minutes among those indicating the salesperson did not spend enough time.
• ŸCustomer loyalty can be impacted by the delivery experience.  Among buyers who indicate the salesperson spent enough time during the delivery process, 49 percent say they “definitely will” consider buying another vehicle from that dealership in the future, compared with only 28 percent among those who indicate the delivery process was too short.

Rankings:

Mercedes-Benz ranks highest among luxury brands, with a score of 868. Mercedes-Benz performs particularly well in all five measures of overall satisfaction. BMW ranks second (853) and Audi third (846).

Dodge ranks highest among mass market brands, with a score of 845. Mazda ranks second (828) and Ford third (821).

The 2015 Mexico Sales Satisfaction Index Study is based on the evaluations of 3,148 new-vehicle owners in Mexico after one to seven months of ownership. The study was fielded December 2014 through April 2015.

Media Relations Contacts:

Jessica Larrauri; de México 50814455; [email protected]

John Tews; Troy, Mich.; 248-680-6218; [email protected]

About JD Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info

About McGraw Hill Financial www.mhfi.com 

 

Included Maintenance Packages and Superior Customer Service at Automotive Dealership Drive Loyalty and Retention in Mexico

2014-11-24

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MEXICO CITY: 27 November 2014 — As the automotive marketplace in Mexico evolves, including a maintenance package with a vehicle purchase—a practice commonplace in the United States—and providing superior customer service has created a solid foundation to help increase customer loyalty and brand retention, according to the JD Power 2014 Mexico Vehicle Ownership Satisfaction Study^SM (VOSS).   

The study evaluates vehicle ownership satisfaction with October 2011 through September 2013 model-year vehicles, representing an ownership period of approximately 8-34 months. Overall satisfaction is determined by evaluating owner experiences in four measures (in order of importance): vehicle appeal (66%); vehicle quality and reliability (16%); ownership costs (12%); and dealership service (6%) which includes maintenance packages. Satisfaction is calculated on a 1,000-point scale.

Included vehicle-maintenance packages (e.g., free oil and oil filter changes, tire rotations, multi-point vehicle inspections, brake pads replacement, etc.) have emerged in the Mexico automotive market during the last several years, especially for premium vehicles. The duration of these packages is typically the first three years of vehicle ownership—or a maximum of 60,000 kilometers driven—depending on the vehicle brand and its maintenance program. Included service packages help drive vehicle owners to return to their authorized dealer for service, which tends to increase their familiarity with dealership personnel and with the dealership’s service process. This familiarity—and the free service—can help engender trust in the dealership from customers.

“Included maintenances packages have become a gateway to increasing customer satisfaction, loyalty and brand retention,” said Gerardo Gomez, director and country manager at JD Power de México. “With each maintenance visit, dealership personnel have an opportunity to build a relationship based on trust with customers. Meeting key service metrics—such as communicating clearly about the work needed to be performed and delivering the vehicle when promised—are influential in improving overall customer satisfaction.”

KEY FINDINGS

• Included maintenance programs are taking hold in Mexico’s premium vehicle segment. More than one-half (52%) of premium vehicle owners indicate that maintenance is included in their vehicle purchase/lease.
• Among premium vehicle owners with a maintenance program included in their vehicle purchase,
  43 percent say they “definitely will” return to the dealership for service, compared with premium vehicle owners that pay for a maintenance package who say the same (68%).
• One-half (50%) of vehicle owners previously owned the same vehicle make. Overall, satisfaction among vehicle owners who repurchased the same make is higher (885) across all measures, compared with those who did not repurchase (874). Notably, satisfaction in the vehicle appeal measure is highest(896) among vehicle owners who repurchased and is lower (9 points) among those who did not repurchase (887). The largest gap in satisfaction (15 points) between those who purchased (822) and with those who did not (807) is with cost of ownership.  There is a 10 point gap in satisfaction with dealership service (871 purchased vs. 861 did not purchase).
• Meeting service key performance indicators (KPIs) can have significant impact on satisfaction. When a customer receives an explanation of charges after the service is completed, satisfaction can increase by up to 114 points. Dealers who deliver the vehicle when promised can improve satisfaction by up to 103 points. When dealers explain what work needed to be completed, satisfaction can increase by up to 71 points.
• As fuel costs continue to rise in Mexico, the most important reason influencing vehicle selection is fuel efficiency (19%); followed by exterior styling (15%); interior comfort (8%); performance handling (7%); and reliability/durability (7%).

According to Gomez, the automotive landscape in Mexico is changing. Over time, vehicle owners in Mexico place higher importance on vehicle design, appeal, quality, dependability, and customer service, along with the cost of ownership. “JD Power  will no longer focus its research in Mexico solely on vehicle ownership satisfaction, but will expand its studies in the country to include a Vehicle Dependability Study (VDS) and a Customer Satisfaction Index (CSI) Study to capture the voice of today’s customer,” said Gomez.

Rankings:

Toyota receives three model awards for owner satisfaction in three of the 11 award segments, more than any other manufacturer this year. Nissan receives two model awards, while BMW, Chevrolet, Honda, Mazda, Mercedes-Benz, and MINI each receive one award.

The 2014 Mexico Vehicle Ownership Satisfaction Study is based on responses from 5,850 vehicle owners who made their purchases between October 2011 and September 2013, Respondents were interviewed in Mexico’s largest auto markets—Mexico City, Guadalajara, Monterrey, Querétaro, Puebla, and Merida—and were asked to evaluate their experiences during an approximate period of eight to 34 months of ownership.

Media Relations Contacts:

Grisel Trejo; Cohn & Wolfe México; (52) 55-53 51 47 63; [email protected]

John Tews; Troy, Mich.; 248-680-6218; [email protected]

About JD Power and Advertising/Promotional Ruleswww.jdpower.com/about/index.htm

About McGraw Hill Financial www.mhfi.com  

 

UnitedHealthcare Ranks Highest in Customer Satisfaction with Vision Plan Providers

2014-11-18

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WESTLAKE VILLAGE, Calif.: 20 November 2014 — UnitedHealthcare ranks highest in customer satisfaction with vision plan providers, performing particularly well in the coverage, cost and communication factors, according to the JD Power 2014 Vision Plan Satisfaction Report^SM released today.

The report, now in its second year, measures customer satisfaction with vision plan providers based on five factors (in order of importance): coverage, cost, communications, customer service and reimbursement. Satisfaction is calculated on a 1,000-point scale.

KEY FINDINGS

• Among vision plan members who rate overall satisfaction outstanding (10 on a 10-point scale), 87 percent say they “definitely will” choose their current provider in the future, compared with the report average of 42 percent.
• Among members who rate their overall satisfaction outstanding, the average number of positive recommendations is 3.5, an increase from the report average of 1.4.
• Overall satisfaction among vision plan members is 709.

“While coverage is critical to satisfaction, members are also very sensitive to cost,” said Rick Johnson, director of the healthcare practice at JD Power. “It’s extremely important to provide clear communications about the plan’s benefits so members fully understand what they are paying for and the value of having the plan. When communications are clear and concise, satisfaction and loyalty metrics are likely to increase.”

Vision Plan Rankings:

UnitedHealthcare (732) ranks highest, followed by EyeMed (717).

The 2014 Vision Plan Satisfaction Report is based on responses from 3,063 vision plan members. The study was fielded from October through November 2014.

Media Relations Contact

John Tews; Troy, Mich.; 248-680-6218; [email protected]

About JD Power and Advertising/Promotional Rules www.jdpower.com/corporate

About McGraw Hill Financial www.mhfi.com 

 

Young and First-Time New-Vehicle Buyers in Mexico Create Challenges and Opportunities for Automakers and Dealers

2014-08-18

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MEXICO CITY: 19 August 2014 — With many new vehicles in Mexico being sold to young and first-time buyers, automakers and dealers are faced with both challenges and opportunities, according to the JD Power 2014 Mexico Sales Satisfaction Index (SSI) Study^SM released today. 

The inaugural study, which is a comprehensive analysis of the new-vehicle purchase experience, explores customer satisfaction with the selling dealer by examining five measures (listed in order of importance): working out the deal (33%); delivery process (27%); salesperson (22%); dealership facility (11%); and test drive (7%).

Customers 34 years and younger comprise 42 percent of all new-vehicle buyers in Mexico, trailing only those 35-54 years old, a group that accounts for 51 percent of sales. Additionally, 35 percent of all new vehicles in Mexico are sold to buyers who are purchasing their first vehicle. This comes at a time when new-vehicle sales in Mexico are expected to reach 1.1 million units in 2014, the highest level in the country since the record sales of 1.13 million in 2006.[1]

“The combination of growing sales and the increasing number of younger and first-time buyers makes it a great time for dealers to make a good first impression on new customers with the intent of making them long-time loyal customers,” said Gerardo Gomez, director and country manager at JD Power de México. “The challenge is that new-vehicle buyers in Mexico, and the younger customers in particular, are doing their homework online before visiting the dealerships, so they know a lot about the vehicle they want to purchase and they have high expectations for the dealership to meet.”

The study finds that 39 percent of new-vehicle buyers in Mexico use the Internet during their shopping process. Although this percentage is lower than the proportion of those in the United States (75%) and Brazil (50%),[2] it still represents a substantial number of customers. Younger vehicle buyers are most likely to use the Internet during the shopping process, as 42 percent of new-vehicle buyers 34 years and younger use the Internet to shop, compared with 39 percent of those who are 35-54 years old and only 30 percent of those who are 55 years and older.

Satisfaction among new-vehicle buyers who use the Internet during the shopping process (809 on a 1,000-point scale) is 19 points lower than among those who do not use the Internet (828). Additionally, satisfaction among those who visit a dealer’s website (828) or manufacturer’s website (815) is higher than among those who visit most other types of sites. 

KEY FINDINGS

• Only 36 percent of new-vehicle buyers in Mexico test drive the model they eventually purchase (or one like it) from their selling dealer. The remainder either did not want/need a test drive (51%); were not offered a test drive (8%); or could not take a test drive as no test-drive vehicle was available (5%).
• ŸAmong new-vehicle buyers who did take a test drive, the average length for the industry as a whole is 27 minutes. Overall, 93 percent of buyers perceive their test drive was thorough enough.
• ŸThe delivery process is critical to sales satisfaction. The first critical point in the vehicle delivery process revolves around who at the dealership actually delivers the vehicle. In the 2014 study, the salesperson handles the delivery for 79 percent of customers who purchased a mass market vehicle, compared with 75 percent of those who purchased a luxury vehicle. Delivery specialists are the second-most commonly used staff for delivery (15% for luxury and 10% for mass market). Delivery process satisfaction among vehicle buyers whose delivery was handled by a delivery specialist is 838, followed by the salesperson at 820 and other dealership employees at 815.
• ŸDelivery process satisfaction is higher when vehicle delivery takes place at the dealership (827), compared with when it takes place at the customer’s home (804) or place of work (788).

Rankings:

BMW ranks highest among luxury brands, with a score of 839. MINI ranks second (837) and Mercedes-Benz third (836).

Toyota ranks highest among mass market brands, with a score of 836. Honda and Nissan rank second in a tie with 824 each.

The 2014 Mexico Sales Satisfaction Index Study is based on the evaluations of 3,024 new-vehicle owners in Mexico after one to seven months of ownership. The study was fielded April through June 2014.

Media Relations Contacts:

Grisel Trejo; Comunicación+Contenido; 5554 6591. 5554 6584 Ext. 22; [email protected]

John Tews; Troy, Mich.; 248-680-6218; [email protected]

About JD Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info

About McGraw Hill Financial www.mhfi.com 

 

Fuel Efficiency Is Now the Top Priority among Consumers Buying a New Vehicle in Mexico; More Owners Are Taking Their Vehicle to a Dealership for Service
 

1970-01-01

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MEXICO CITY: 11 October 2012 — Rising gas prices in Mexico have consumers paying more attention to fuel efficiency when purchasing a new vehicle, according to the JD Power de México 2012 Mexico Vehicle Ownership Satisfaction Study^SM (VOSS) released today.

Now in its ninth year, the study measures vehicle ownership satisfaction with 2010 and 2011 model-year vehicles. Overall satisfaction is determined by measuring owner experiences in four factors: vehicle quality/reliability; vehicle appeal (satisfaction with the design, style, performance and comfort of the vehicle); dealer service (satisfaction with the dealer service department); and cost of ownership (service, fuel consumption and insurance costs).

The study finds that fuel efficiency is the single-most-important reason new-vehicle buyers chose their vehicle over another model. Fuel efficiency surpasses both safety and interior comfort, the top purchase reasons in 2011. The increased sensitivity to fuel efficiency is driven by a steady increase in gas prices, which now average approximately 10.45 pesos per liter for premium gasoline ($3.10 USD/gallon).¹

“With gas prices in Mexico surpassing the threshold of 10 pesos, most consumers are more sensitive to fuel economy and making more practical decisions when buying a vehicle,” said Gerardo Gómez, director and country manager at JD Power de México. “As gas prices are not expected to decrease in the near future, the primary consideration among many consumers is good fuel efficiency, while considerations such as interior comfort, styling and performance are secondary.”

The study finds that 40 percent of owners cite fuel efficiency as the most important reason for purchasing their current vehicle, compared to 37 percent who cite safety.  Economic factors such as purchase price, low maintenance costs and low interest rate financing have also increased in importance to vehicle owners, compared with the 2011 study.

Fuel efficiency is a highly important vehicle purchase decision factor across all of North America and Brazil in 2012. JD Power research finds that 47 percent of owners in the United States in 2012 cite fuel efficiency as an important reason for purchasing their current vehicle, an increase from 40 percent from 2011. Fuel efficiency is among the top three most influential purchase factors among new-vehicle owners in Canada and Brazil.

Overall satisfaction with vehicle ownership is 896 (on a 1,000-point scale), which is the same as in 2011. A slight improvement in satisfaction with the dealer service factor is offset by a decline with the cost of ownership factor. Satisfaction with vehicle quality and appeal are comparable to 2011.

Satisfaction among owners of Premium vehicles has improved by 17 points to 947 in 2012, compared with 930 in 2011, which is fueled by a 21-point gain in the dealer service factor. Satisfaction among owners of Non-Premium vehicles declines by 1 point year over year to 895.

The study finds that more owners are taking their vehicle to a dealership for service in 2012 (63% vs. 58% in 2011). Coinciding with this shift, fewer owners are taking their vehicle to a non-dealer service station (27% vs. 30% in 2011).

“With both the economy and service offers from dealers improving, more owners are taking their vehicle back to the dealership for maintenance and repairs,” said Gómez.

Overall vehicle quality for the industry improves by 10 problems per 100 vehicles (PP100) to average 107 PP100 in 2012–an improvement of 9 percent from 2011. Models in the Premium vehicle segments have fewer reported problems, on average, than do models in the Non-Premium segments (47 PP100 vs. 108 PP100, respectively).

“New-vehicle sales in Mexico are expected to exceed 1 million for the first time since before the economic crisis, and vehicle quality is improving,” said Gómez. “High vehicle quality affords a better overall vehicle ownership experience.  At the same time, automakers benefit from lower warranty costs and high owner loyalty.”

The study examines new-vehicle models in 11 vehicle segments. The highest-ranking models by segment in the 2012 study are:

Entry Sub-Compact Car: Nissan March
Upper Sub-Compact Car: Honda Fit
Compact Car: Honda Civic
Midsize Car: Mazda 6 (second consecutive year)
Entry Premium Car: Audi A1
Mid Premium Car: Audi A5
Entry SUV: Honda CR-V (second consecutive year)
Midsize SUV: Mazda CX-9 (second consecutive year)
Premium SUV: Acura MDX
Entry Pickup Truck: Toyota Tacoma
Full-Size Pickup Truck: Ford Lobo (second consecutive year)

JD Power and Associates offers the following tips to consumers who are considering purchasing a new vehicle:

• Have realistic expectations about the fuel economy of your vehicle, and remember that the city/highway/combined fuel-economy ranges are merely estimates. Your actual kilometers per liter will vary due to many factors, including driving and weather conditions, driving style, tire inflation and the overall condition of your vehicle.
• Know the type of fuel your prospective new vehicle requires, including premium unleaded or diesel, and take that into account when budgeting for cost of ownership of the vehicle.
• Consumer perceptions of vehicle quality and dependability are often based on historical experiences or anecdotes and may be out of line with the current reality. Consumers should gather as much information as they can on the latest models from a variety of sources, such as www.jdpower.com, to make an informed decision.
• Historically, initial quality has been a good indicator of likely long-term dependability. If a model has high levels of quality when new, it is more likely to be dependable over the long term.
• Be sure to compare prices at both dealerships and independent repair facilities for all types of maintenance and repair services. Don’t assume that dealership prices are higher.
• Whether going to a dealership or independent garage, schedule your service appointment in advance. Satisfaction is higher among owners who schedule an appointment, compared with among those who drop by the dealership without making an appointment.

The 2012 Mexico Vehicle Ownership Satisfaction Study is based on responses from more than 5,200 owners of 2010 and 2011 model-year vehicles who purchased their vehicles between October 2009 and September 2011. Respondents were interviewed in seven of Mexico’s largest auto markets–Mexico City, Guadalajara, Monterrey, Queretaro, Puebla,  Veracruz and Merida–and were asked to evaluate their experiences during the first eight to 34 months of ownership. The study was fielded between May and August 2012.

¹ Source: Petroleos Mexicanos

About JD Power de México

JD Power de México conducts customer satisfaction research and provides market intelligence and performance analytics services in the automotive and housing industries. Information regarding JD Power de México and its products can be accessed through the Internet at www.jdpowerdemexico.com

About JD Power and Associates

Headquartered in Westlake Village, Calif., JD 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.  For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. JD Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies

McGraw-Hill announced on September 12, 2011, its intention to separate into two companies: McGraw-Hill Financial, a leading provider of content and analytics to global financial markets, and McGraw-Hill Education, a leading education company focused on digital learning and education services worldwide. McGraw-Hill Financial’s leading brands include Standard & Poor’s Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts energy information services and JD Power and Associates. With sales of $6.2 billion in 2011, the Corporation has approximately 23,000 employees across more than 280 offices in 40 countries. Additional information is available at http://www.mcgraw-hill.com/.

Media Relations Contacts:

Francisco Granados; Cohn & Wolfe México; (55) 53 50 37 00 ext. 4808; [email protected]
John Tews; JD Power and Associates; Troy, Mich.; (248) 680-6218; [email protected]

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