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Satisfaction with car manufacturers improves

Source: Roy Morgan Single Source (Australia), 12 months ended April 2018, n = 50,067
Base: Car drivers 14+, 12 months ended April 2017, n = 41,584; 12 months ended April 2018, n = 41,536. 1. Very or fairly satisfied. 2. Includes brands not shown.
New research from Roy Morgan shows that in the 12 months to April 2018, the overall satisfaction with car manufacturers was 92.6%, up from 92.4% in the same period in 2017. This high satisfaction level among drivers maintains the situation where car manufacturers have the highest customer satisfaction of all of the 32 industries that Roy Morgan measures.

These are the latest findings from the Roy Morgan Single Source survey of over 50,000 consumers conducted in the 12 months ended April 2018, including in-depth personal interviews with over 40,000 car drivers. 

Skoda and Isuzu UTE the best performing car manufacturers

Although most of the major car manufacturers have high levels of customer satisfaction, the following chart shows that there are many performing above the market average. Skoda currently has the highest customer satisfaction with 97.5%, followed by Isuzu UTE (96.4%), Suzuki (95.3%), Mazda (95.2%) and Subaru (95.1%).

Car Manufacturers with above average satisfaction

Source: Roy Morgan Single Source (Australia), 12 months ended April 2018, n = 50,067 Base: Car drivers 14+, 12 months ended April 2017, n = 41,584; 12 months ended April 2018, n = 41,536. 1. Very or fairly satisfied. 2. Includes brands not shown.


Over the last year, nine of the top performers increased their satisfaction rating. The biggest improver was Skoda (up 5.0% points) followed by Isuzu UTE (up 2.4% points), Land Rover (up 2.0% points), and Suzuki (up 1.9% points).

The above average manufacturers that showed declines in satisfaction had only minimal movement, with Kia declining by 0.6% points, Toyota down 0.4% points, and Audi and Volkswagen both down by 0.1% points

Norman Morris, Industry Communications Director, Roy Morgan says: 

“The Roy Morgan car manufacturers’ satisfaction data used in this release has become the industry standard on which the highly prized and publicised annual ‘Roy Morgan Car Manufacturers Satisfaction Award’ is based. In this very competitive industry where all car manufacturers are endeavouring to improve their satisfaction rating, there is very little now between the major competitors, with only 4.8% points separating the top fifteen performers.

“Satisfaction in this market is not directly correlated with price but appears to be linked more to perceived value and expectations. This is illustrated by the fact that the top five performers are in lower price brackets compared to the prestige brands such as Lexus, Mercedes-Benz, Audi and BMW and yet they have higher satisfaction.

“The data on car satisfaction used in this release is only a small part of what is available in the Roy Morgan ‘Automotive Satisfaction’ report, which also includes extensive profiles of the drivers of all the major car manufacturers.

“And to really understand how Australian drivers feel about their cars, ask Roy Morgan. Our deep data provides insight into drivers of all kinds of cars, whether they are brand new, or older but well loved. Whether they are used for a city run around, as a long haul country drive, or the family car, and they’d be likely to buy the same car again.” 


For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2