New-Vehicle Buyers in Thailand are More Informed Before Showroom Visits

Traffic on Thai StreetNew-vehicle buyers in Thailand use an average of three sources to gather information before visiting a dealership—up from an average of 2.5 sources in 2012, according to the 2013 Thailand Sales Satisfaction Index (SSI) Study. A larger percentage of Thai new-car buyers also use the Internet (45%) than in the previous year (33%).

A few more highlights from this year’s study:

• Overall sales satisfaction averages 904 (on a 1,000-point scale), a 4-point improvement from 2012.

• Satisfaction improves in five of the seven factors measured. The salesperson and paperwork factors did not advance from 2012.

• Shoppers rely on TV, recommendations from friends and relatives, and the Internet when researching their purchase.

• A majority (83%) of new-vehicle shoppers have already decided which vehicle they will purchase before visiting a dealership—up from 79% in 2012.

Our study finds that an increased percentage of first-time buyers, who are typically younger and more educated, do their homework to be more comfortable and efficient in their discussions with sales advisors in the showroom. At the same time, with demand for new vehicles rising, we see that salespeople are putting more pressure on customers than during the past few years to buy a new vehicle.

Among rank-eligible brands included in the 2013 Thailand SSI Study, Toyota receives the highest score in sales satisfaction (915) for a second straight year. Toyota also improves the most from 2012 and performs well in all seven factors measured. Isuzu and Mazda rank second in a tie (904).Loic Pean, senior manager at J.D. Power Asia Pacific, Singapore

Note: The 2013 Thailand SSI Study is based on responses from 3,612 new-vehicle owners who purchased their vehicle between August 2012 and March 2013.


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