Sales Satisfaction in Taiwan Remains Flat Even with Market Inducements

TaipeiWEBA majority (85%) of new-vehicle buyers in Taiwan indicated that they received discounts on price, and a higher percentage of buyers also received free accessories and extended warranties from their selling dealer this year compared with 2012, according to our 2013 Taiwan Sales Satisfaction Index (SSI) Study. At the same time, sales satisfaction in 2013 averages 890 points (on a 1,000-point scale), which is unchanged from 2012.

Inducements appear to be more popular this year as new-vehicle sales declined during the first half of the year, mostly driven by an uncertain economic climate, which caused customers to defer their purchase and wait for price cuts and possible government incentives. This year, satisfaction with the deal, one of the seven factors* contributing to satisfaction with the new-vehicle purchase and delivery experience that are examined in this study, has increased the most—up 12 points from 2012.

Customers in Taiwan look forward to receiving delivery of their new vehicle. Overall satisfaction among new-vehicle buyers who say the salesperson spent more than 90 minutes with them during the delivery process is 901—11 points higher than industry average. However, the average satisfaction of those buyers who said the salesperson spent less than 30 minutes with them at delivery is 867—which is 23 points below industry average.

As part of the sales delivery process, it’s a good idea for the salesperson to allow enough time during the vehicle handover to answer customer questions, explain the warranty and service requirements, and introduce the customer to service department staff. The vehicle delivery process also allows the salesperson to convey to each customer that the dealership values their relationship with them.

Among the 12 rank-eligible brands included in the 2013 Taiwan SSI Study, Lexus ranks highest in overall satisfaction for a sixth consecutive year. Lexus receives a score of 914—up 4 points from 2012—and performs particularly well in four of the seven factors: sales initiation, dealer facility, paperwork, and delivery process.

Following Lexus in the brand rankings are two other premium nameplates: Mercedes-Benz (908) and BMW (906). Also receiving scores at or above industry average are three mass market brands: Honda and Nissan (892 in a tie); and Hyundai (890).Rajeev Nair, director at J.D. Power Asia Pacific, Singapore

*The seven factors that comprise the overall Sales Satisfaction Index in the 2013 Taiwan SSI Study are, in order of importance: delivery process; salesperson; delivery timing; sales initiation; deal; paperwork; and dealer facility. The study is based on responses from 2,420 new-vehicle owners who purchased their new vehicle between July 2012 and February 2013.



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