Redesigned U.S. APEAL Study: Engaging Vehicles Generate Enhanced Loyalty

David Sargent

David Sargent

When a new-vehicle buyer has a delightful experience owning and driving a new car or light truck, there are considerable positive connections and outcomes, such as faster sales at the dealership, higher transaction prices, and increased owner loyalty, according to our redesigned 2013 U.S. Automotive Performance, Execution and Layout (APEAL) Study.

The completely revamped 2013 APEAL Study, which measures how gratifying a new vehicle is for buyers or lessees to own and drive, has been conducted online this year to capture much more detail and provides better diagnostics to understand current key areas of excitement and disappointment among consumers.

The study’s online results further address key concerns to automakers and consumers around some important factors, including:

• new technologies such as infotainment systems

• safety and fuel economy features

• the design of the interior or cockpit

Details from the redone study also help automakers develop and design products that are more likely to appeal to future consumers. Continue reading ›

New-Vehicle Buyers in India Engage Family, Friends in Purchase Experience

Mohit Arora

In India, nine out of 10 new-vehicle buyers shop with a family member or friend, which can make it more difficult to satisfy these buyers during the sales and purchase experience in comparison to buyers who shop alone for a new vehicle, according to our 2011 India Sales Satisfaction Index (SSI) Study, which is based on responses from 6,840 new-vehicle owners. In addition, the study finds that new-vehicle buyers who are accompanied by family or friends are more apt to shop across brands and dealerships.

It’s evident that family members are trusted advisors throughout the purchase process for many new-vehicle buyers in India, and this is especially true when customers are buying their first new vehicle. These first-time new-vehicle buyers, who bring family members or friends to the dealership, tend to be more critical of the sales experience than are return buyers.

Among new-vehicle buyers who shop with family members, satisfaction with the sales experience averages 823 on a 1,000-point scale. If they shop with a friend, the satisfaction score drops even further—averaging just 807. However, buyers who visit the dealer alone are more satisfied—the satisfaction score averages 835. Continue reading ›

Owners of Black Vehicles Most Loyal to Black Paint Color

We did some analysis of our Power Information Network® (PIN) retail transaction data to find out what color vehicles buyers are trading in for their new vehicles and discovered some interesting results. We already knew that black continued to be the most popular color choice for new vehicles in 2010, but we also found that owners of black vehicles were the most loyal to black as an exterior color choice for their new vehicle.

Grace Hamulic

More than one-third (36.4%) of black vehicles were traded in for a new one of the same color in 2010. We also found that it was an even higher percentage than in 2009, when 34.6% of those customers trading in a black vehicle purchased or leased another one.

Loyalty to White and Gray Also Increases

Buyer loyalty to white vehicles also was high—second only to black. In 2010, nearly one-third (32.9%) of those owners or lessees who traded in a white vehicle traded for another of the same color, up from 31.1% in 2009. Continue reading ›