Audi and Volkswagen new-car buyers are happiest with their purchasing experience, while much the same is true for new Isuzu, Nissan, Toyota and Volkswagen light commercial vehicle (LCV) owners in South Africa.

The newest annual Ipsos customer satisfaction survey also awarded Audi the top customer satisfaction award for the servicing experience, with gold going to Isuzu, Nissan and Toyota in the LCV segment.

A total of 23 000 customers were surveyed on either the buying or servicing experience between 10 to 35 days after buying or servicing their car or LCV. The telephonic interviews were completed during 2015.

The survey involved 15 vehicle brands available on the local market, namely Volkswagen, Audi, Chevrolet, Lexus, Honda, Isuzu, Ford, Mercedes-Benz, Nissan, Opel, Citroen, Peugeot, Renault, Toyota and Volvo. Other brands either chose not to participate, or could not offer big enough vehicle samples.

The 15 brands account for 75% of the cars and LCVs sold annually through dealer retail channels, says Ipsos South Africa automotive business director Patrick Busschau.

The purchasing experience is rated according to a number of measures, such as the dealer keeping his or promises; ensuring an exciting handover; having the vehicle delivered as per specification; and keeping the buyer updated on the progress of the transaction.

The servicing experience is measured by aspects such as explanation of the work and invoice; the provision of transport to the next destination; ensuring problems are fixed right the first time; and having the vehicle ready on time.

Platinum
Apart from receiving this year’s top passenger car awards, Audi has also received a platinum award for sustained customer satisfaction in both the passenger car purchasing and servicing experience categories, having won gold awards every year from 2012 to 2015.

The Volkswagen brand has received a platinum award for the purchasing experience, after securing gold in the car and LCV segments from 2012 to 2015.

Other brands to receive platinum awards are Isuzu for the LCV purchasing experience, while Toyota and Nissan have received the award for LCV servicing, as all three of these brands secured gold awards from 2012 to 2015 in these respective segments.