18 October 2009

ADAC Quality Survey

ADAC (Allgemeiner Deutscher Automobil-Club) is Germany's and Europe's largest automobile club. In a customer satisfaction survey it did in 2008 I believe, the results were interesting. The best score was for Subaru on 1.2. Next with 1.3 were Jaguar, Honda and Porsche. The score of 1.4 went to Daihatsu, Mazda, Mitsubishi, Saab and Toyota. At the other end, 1.8 scores were for Fiat, Smart and VW. 1.9 for Land Rover and Peugeot. 2.0 for Chevrolet (Daewoo cars once) and 2.1 for Renault all alone at the bottom. The nine at the top were comprised of six Japanese brands, while there were one each for Britain, Sweden and Germany. The bottom seven were made up of two each for French and German brands, one a piece for Britain, Korea and Italy.

It's probably fair to say that satisfied customers often results in repeat sales as punters return. However, I don't have statistics of how many stay with a brand in Germany. It was of interest to see that German brands were not that good at satisfying their buyers, although most German car buyers are very narrow minded in their loyalty to local product in their new car purchasing.

The bottom line: The Japanese are good at satisfying their customers. Jaguar does too, but they just need more customers.

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