BMW India beats Mercedes-Benz and Audi in New-Vehicle Sales Satisfaction among Luxury Brands
According to J.D. Power Asia Pacific 2013 India Sales Satisfaction Index Study, BMW is a leading luxury brand in the country when taking into account new vehicle sales satisfaction. BMW topped the charts scoring 881 points.
The study measures sales satisfaction independently where luxury and mass market products are concerned and takes into account a total of seven factors that buyers hold most crucial when purchasing a new vehicle. These factors include sales experience, delivery process, delivery timing, sales personnel, sales initiation dealer facility, paper work involved and the actual deal itself.
The luxury market in India is growing by leaps and bounds and is slated to reach 26,000 units in 2013 while expected to escalate further to 84,000 units by 2020. Sales satisfaction in the luxury segment averages 873 points on a 1000 point scale which was 32 points higher than that on a mass market average.
The study went on further to find out key differences in new vehicle shopping taking into account luxury and mass market segments. While luxury vehicle shoppers are on the lookout for performance and safety, mass market vehicle buyers opt for brand reputation and reliability. 34% of luxury vehicle buyers went online to look into vehicle features and specifications while only 28% mass market vehicle shoppers did the same. Based on 253 new vehicle owners who purchased their vehicles during the period September 2012 and April 2013 while the study was fielded from March to July 2013.