For the 12 months to March 2011, 94% of Volvo drivers said they were satisfied* with their current vehicle. This is 4% points above the European average and moves them from equal fourth place 5 years ago to the top of the group.
European Importer Satisfaction
Source: Roy Morgan Single Source (Australia) April 2005 – March 2006 n=2,238 & April 2010 – March 2011 n=2,805 (Drivers 18+ of European makes). *Satisfaction = either very or fairly satisfied with current make.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“With only three European brand making gains over the last 5 years; this is an excellent result for Volvo who has also decreased their total driver dissatisfaction figure over the same timeframe. Also doing well is niche importer Renault, moving from equal 2nd overall in 2006 to now sit equal with Volvo in top spot.
“With almost two thirds of all European cars on Australian roads coming from German owned companies, it is interesting to note that only Mercedes-Benz have made gains over the last 5 years. Of the remaining German brands, Audi has experienced the strongest percentage point drop, moving from the top of the overall list 5 years ago to currently sit equal 5th. BMW is also down, falling marginally under the 90% mark, with both brands total dissatisfaction figures also increasing over this same time frame.
“At the other end of the scale, Citroen and Saab round out the list, with both brands experiencing large declines in driver satisfaction over the last 5 years. This is a concerning result for Saab who are currently launching a range of new models into the Australian marketplace. Included in this launch is the new flagship Saab 9-5, which will be going head to head with the already well established Mercedes-Benz E-Class and new BMW 5-Series, with both models returning driver satisfaction figures of over 90%.
“With vehicle satisfaction being one of the key drivers of brand loyalty, this is a very important measure for manufacturers to be aware of.”
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