After four consecutive victories of Toyota, the fifth edition of the satisfaction survey with buyers of new cars made by the consultancy J.D. Power in Brazil brings the Hyundai CAOA network in the first place. The Japanese brand was second, with Ford in a surprising third position – in the previous edition, it was only 8th place.
Made from a global methodology applied in several countries in North America, Europe and Asia, the Sales Satisfaction Index Study survey interviewed more than 3,700 owners who acquired new cars in the last 12 months in the country.
Although sales of new vehicles in Brazil fell by 20% in the last year, overall consumer satisfaction with the sales process remained almost unchanged, dropping only two points, from 793 in 2016 to 791 (on a scale of 1,000 points) in this year.
According to Fabio Braga, director of operations of J.D. Power of Brazil, the facts are related. “The reduced market requires brands to be more involved in improving satisfaction. And with the lowest sales volume, there are salespeople with more time available to devote to each customer. ”
The consulting analysis examines customer satisfaction with the reseller through five attributes:
Vehicle delivery: detailed technical delivery, timely delivery, vehicle conditions, team enthusiasm in making the process enjoyable.
Negotiation: ease of arriving at a final price, clarity in explanations, speed in documentation, payment options and fair price.
Test drive: availability, route, seller’s service.
Dealer’s facilities: appearance, comfort, variety and ease of viewing resale inventory, convenience of location and opening hours.
Salesperson: knowledge of the vehicle, honesty, understanding of customer needs, fulfillment of commitments assumed, attention with the customer.
Some Brazilian peculiarities pointed out by Braga in the Brazilian survey are the index of 97% of buyers who searched the internet before visiting the concessionaire (the highest in the world) and the percentage of 38% of clients that continue the research even when they are already in Of the showroom, via smartphone or tablets.
“That means the customer is there inside the showroom checking information passed by the seller, comparing with the competition. The seller needs to be even better prepared to deal with this type of consumer. One consequence of this is that the more the customer surveys, the greater their satisfaction at closing the purchase.”
In addition to Ford, which rose from 8th place in 2016 (with 794 points) to 3rd place in 2017 (810), other brands that were able to improve their customers’ satisfaction were Volkswagen (778 to 785 points) and Fiat ( From 762 to 768 points). Not coincidentally, the three brands had a significant drop in sales over the same period.
“In addition to the dealers having more time available, these automakers had to look inside to understand what was wrong and possibly improve customer service,” says Braga.
Jeep, on the other hand, had impressive sales growth in the period thanks to the success of Renegade and Compass. However, his score fell from 817 in 2016 (3rd place) to 781 in 2017 (10th place). That is: after the enchantment phase, the network still needs to improve its services to meet a large number of new customers.
Mitsubishi and Peugeot were left out – according to J.D. Power, they were not rated because of the small sample size. By the end of June, the consultancy should disclose the results of other relevant research, measuring customer satisfaction with after-sales.