JD Power study ranks Audi highest in sales satisfaction among luxury car brands in India

The results of the 2015 JD Power India Sales Satisfaction Index (SSI) study are out. According to the study, Audi scores the highest in sales satisfaction when compared to other players in the luxury car segment.

The study examines seven factors - delivery process, delivery timing, sales persons, sales initiation, dealer facility, paperwork and deal which contribute to the overall sales satisfaction. The satisfaction is calculated on a 1,000-point scale where Audi scored 888 points followed by BMW at 885 points and Mercedes-Benz at 878 points. The Sales Satisfaction Index was based on the response from 224 new-vehicle owners who have purchased their vehicles between September 2014 and April 2015. The overall satisfaction average is at 883 points, which is 7 points less than 2014.

Contrary to the misconception that the luxury car buyers in India spend very little time and effort during the purchase process, the study says that they are quiet involved in the overall purchase of the cars. 35 per cent of the owners shop around for other models, 45 per cent of them use the Internet to search for key information about the cars and 80 per cent of them test drive the cars before making the purchase decisions.

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Mohit Arora, executive director, JD Power Singapore said, “Given the fact that the purchase of a luxury vehicle in India demonstrates the pinnacle of financial and social status, it would be prudent for dealerships to engage with shoppers in a constructive manner, such as proactive communications during the purchase process. Dealerships need to clearly identify and implement structured processes that allow shoppers to have an engaging buying experience.”

The SSI also finds that the average time to complete the sales transaction have increased to 10 days in 2015 compared to nine days in 2014 and the vehicle delivery time has increased to 12 days compared to 10 days in 2014. Communication on the committed delivery time, post sale feedback also improves the relationship with the customers and they expect initial service appointment to be set up on the completion of the purchase process.

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