India – Sales satisfaction in luxury brands not significantly different from mass-market brands

Posted on: Sep 23, 2013 - 2:53pm IST

J.D Power Asia Pacific have released the findings of their new study titled “2013 India Sales Satisfaction Index (SSI) Study”. The study measures the sales satisfaction in the luxury and mass markets, and does have an interesting result: “Luxury automakers in India are not doing enough during the sales experience to significantly differentiate themselves from the mass-market automakers”.

Sales Satisfaction Index for Luxury car makers in India 2013
BMW ranks at the top, followed by Mercedes-Benz and Audi.

Regular readers may remember that the SSI for mass market carmakers was released in late August and saw Honda and Maruti-Suzuki top the list with 849 points (on a scale of 1,000).

BMW tops the SSI for luxury brands with a score of 881 points. While the industry average is 873, Mercedes-Benz comes second with 872 points and Audi last with 866 points.

Mohit Arora, executive director, J.D Power Asia Pacific, says –

With customers paying much more for a luxury vehicle, they are likely have higher expectations during the sales process. Even when their expectations are being met, it is surprising that their satisfaction is not significantly higher than mass-market vehicle buyers’ satisfaction.

Factors influencing sales in luxury car market in India 2013
Factors influencing satisfaction lists ‘Delivery Process’ as most important.

The study also notices trends that drives luxury and mass market purchases. While vehicle performance and safety are at the forefront for luxury car buyers, mass market customers look for brand reputation and reliability. The study also finds that 68% of luxury car buyers have at least two vehicles in their household.

More details can be found in the press release below.

J.D. Power Asia Pacific 2013 India Sales Satisfaction Index (SSI) Study – Press Release

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One thought on “India – Sales satisfaction in luxury brands not significantly different from mass-market brands

  1. Subs says:

    This is surprising… a confirmation that luxury brands are not giving the customer-experience different from mass-segment.
    In line with the feedback from owners of the top international brands. Customers feel a Maruti or a Hyundai salesman is just as good as a luxury car salesman (Merc, BMW, Audi or VW).

    The reason is the brands are not investing enough in this element of sales & marketing. Would they do that elsewhere ?

    Or is it because they feel the price-conscious (and also mileage!) Indian car buyer do not value customer service?

    Reply

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