These are some of the findings of The Harris Poll®, a new nationwide survey of 2,401 U.S. adults surveyed online between April 13 and 21, 2009 by Harris Interactive®.
Slightly more than three-quarters (77%) of import vehicles owners are satisfied with their vehicle, while fewer (69%) of domestic vehicle owners are satisfied. While 86% of import owners would recommend their brand’s line of vehicles to a friend or family member, 75% of domestic owners would do the same. Though opinions are shaped by many foundational aspects of experience and exposure to a vehicle brand, some of the recent trends in the auto industry are also playing a strong role in shaping vehicle owners’ opinions. Some other findings are:
- Maintaining a strong customer focus is critical. While automakers and dealerships continue to focus attention on their customers, their customers may not agree that it is business as usual. A little over three in five (63%) import owners agree that their vehicle’s company sees them as a valued customer and just slightly fewer (58%) agree that their dealership is continuing to provide them with excellent customer service despite the tough economic conditions. Among domestic owners, close to half agree with each of these statements (48% and 49% respectively).
- This time last year who would have thought that some longstanding vehicle brands would be on the verge of disappearing, and local dealerships for these brands as well as others would be closing? Looking forward, almost nine in ten (87%) import owners agree that the brand of vehicle they drive will still be in business 3 – 5 years from now and almost three-quarters (73%) agree that their primary dealership will still be in business during the same time frame. For domestic owners, only 70% agree that the brand of vehicle they drive will still be in business and just slightly more than half (54%) agree that their primary dealership will still be around.
- Having confidence in the management and direction of automakers is also critical in this environment. Only half (50%) of domestic vehicle owners have confidence in the management of the company for their vehicle and slightly more than half (53%) say that the company is moving in the right direction. Seven in ten (70%) import owners have confidence in the management of the company for their vehicle and about the same amount (72%) think the company is moving in the right direction.
- Of those who intend to buy or lease another new (not used) vehicle in the future, import owners are more likely to purchase the same brand than domestic owners (61% vs. 54%). Looking at the bigger picture, 85% of import owners will buy or lease another import brand, while 78% of domestic owners will buy or lease another domestic brand.
So What?
Maintaining the trust, satisfaction and confidence of customers is critical, especially when the market is struggling. It is clear that compared to domestic vehicle owners, import vehicle owners have higher levels of satisfaction, confidence and trust in their brands, and they are leaning toward purchasing the same brand or another import brand the next time they buy or lease a new vehicle. Domestic vehicle manufacturers which historically have the edge in new vehicle sales risk having that edge further erode if their customers continue to have lower levels of satisfaction with their buying and service experience, and lack trust and confidence in their future viability. Import vehicle manufacturers, though still struggling in this down market, have a unique opportunity now to not lose this edge and increase the gap between themselves and their domestic competitors. Capturing consumer trust and providing a superior customer experience will allow any automaker to maintain or improve its market position when these tough economic circumstances improve.
