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Toyota Ranks Highest in Dealer Satisfaction - J.D. Power Asia Pacific
Toyota dealers are a happier and more satisfied lot compared to dealers of maruti Suzuki vehicles. That's not to say that India's leading carmaker is doing badly. On the contrary, Maruti Suzuki comes in second.
This is as per the new J.D. Power Asia Pacific 2014 India Dealer Satisfaction with Automotive Manufacturers Index (DSWAMI) Study.
Conducted between February and March, the DSWAMI Study's results were based on the responses of 658 dealership general managers, in over 200 cities across India. The study was conducted in association with the Federation of Automobile Dealers Associations (FADA).
On a point scale of 1000, the dealer satisfaction with car manufacturers averaged at 827 points, which is a slight improvement over last year's score of 817. Both Toyota and Maruti Suzuki received above overall-average scores of 925 and 884 respectively.
Overall dealer satisfaction was determined by examining nine factors: marketing and sales activities; product; vehicle ordering and delivery; sales team; parts; warranty claims; after-sales team; training; and support from the manufacturer.
Studies like this shed light on the on a mostly unnoticed part of the automotive industry. Due to the relatively dull state of the industry, dealerships are universally feeling the brunt of the drop in sales, with 58 percent of dealers estimating that will not be profitable in FY 2013-14.
The study also found that dealers of automakers which received the most support, were the ones that were performing the best.
Some key facts of the J.D. Power Asia Pacific 2014 India Dealer Satisfaction with Automotive Manufacturers Index Study:
Automakers are increasingly helping dealers fund their spare parts inventories, as 48 percent of dealers indicate receiving financial assistance to buy spare parts stock in 2014, up from 41 percent in 2013.
Nearly half (48%) of dealers indicate their warranty claims are settled within 15 days, compared with 42 percent in 2013.
Warranty labour rate-the hourly rate at which the automaker reimburses the dealership for any work performed on the vehicle under warranty-is reported to be higher this year with 25 percent of dealerships reporting warranty labour rates of more than Rs. 300/hour, up from 18 percent in 2013.
The study finds that 19 percent of dealers perceive that their automaker does not have a range of vehicles to compete effectively in the market. Dealers that indicate their automaker does not have a range to effectively compete have an average overall satisfaction score 118 points below the study average.
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