British Brands Advance in UK Vehicle Ownership Satisfaction Study


Mark Lendrich

British automakers have made great strides in the past few years in terms of offering appealing product lines and improved service, which is something they’ve often struggled with in the past. Jaguar, for instance, ranks highest in vehicle ownership satisfaction for a second straight year, according to the 2013 UK Vehicle Ownership Satisfaction Study (VOSS) that is a collaborative effort produced by J.D. Power and What Car?, a website and magazine owned by the Haymarket Media Group in the UK.

In the UK, current forecasts predict that new-vehicle sales will increase nearly 18% during the next five years, according to analysis from our strategic partner LMC Automotive. This puts British brands in a beneficial position to retain current customers and attract new buyers.

The 2013 UK VOSS, which is based on 16,104 online evaluations by original vehicle owners in the UK after an average of two years of ownership, examines customer satisfaction with vehicle and dealer service, based on the evaluation of four key measures. The measures and their weights in the overall index are: vehicle appeal (31%), which includes performance, design, comfort and features; ownership costs (25%), which include fuel consumption, insurance and costs of service/repair; service satisfaction (22%); and vehicle quality and reliability (22%).

Overall satisfaction among vehicle owners in the UK in 2013 averages 776 on a 1,000-point scale.

A few more highlights from this year’s UK VOSS:

Jaguar logo• Highest-ranking brand Jaguar,* which receives an overall score of 827, performs particularly well in three of the four measures: service satisfaction, vehicle appeal, and vehicle quality and reliability.

• Following Jaguar in the rankings are Lexus (818), Honda (810), Škoda (809) and Mercedes-Benz (804).

Land Rover* (790) advances 6 rank positions from 2012 and is sixth in this year’s overall brand satisfaction rankings.

Škoda Superb • At the segment level, two models from Škoda, one of the world’s oldest car brands, based in the Czech Republic, achieve the highest scores in the study. The Škoda Superb (830) ranks highest in the Mid-Size segment, and the Yeti (828) ranks highest in the Compact SUV segment.

• Two Volkswagen models also receive segment awards. The Fox ranks highest in the City Car segment and the Scirocco ranks highest in the Sporty segment.

• Other models ranking highest in their respective segments include the Citroën DS3 (Small); Toyota Prius (Compact); Jaguar XF (Large and Luxury); Honda Jazz (Small MPV); and Mercedes-Benz B-Class (MPV).

The 2013 UK VOSS finds that vehicle owners’ perceived cost of ownership is the most significant driver of loyalty to both the brand and the dealer. Among owners who provide a rating of 10 on a 10-point scale for ownership costs, nearly two-thirds (63%) say they “definitely will” repurchase the same make again.

In addition, satisfaction with service from an authorized dealer also impacts whether new-vehicle owners will return for paid service after the warranty expires. Some 88% of owners who indicate they had an outstanding service experience indicate they are likely to return for paid service. —Mark Lendrich, senior research manager of vehicle management in Europe at J.D. Power & Associates

Note: Additional study results are published exclusively in What Car?, which will be on sale May 30, 2013.

*India’s Tata Motors acquired Jaguar Land Rover from Ford Motor Co. in 2008.

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