October 28, 2019

Lexus approaches near-perfect customer satisfaction

Topic: Press Release
Finding No: 8172
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New Roy Morgan customer satisfaction data has revealed Lexus as the winner of the latest Car Manufacturer of the Month Award for August 2019, with the remarkably high customer satisfaction rating of 97%. Over the past five and a half years, Lexus has maintained a satisfaction rating between 94% and 98%.

The results from the most recent Automotive Brand Customer Satisfaction Report show Lexus was followed by Kia, Mercedes-Benz, Suzuki, Land Rover, Subaru and Toyota, all of which had a customer satisfaction rating of 94%, then Mazda, Isuzu Ute and Volvo, all on 93%.

These satisfaction ratings are drawn from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with over 50,000 Australians each year in their homes.

Roy Morgan CEO Michele Levine says that competitive industries provide the greatest benefit to individual consumers, and the very competitive Australian car market demonstrates that. 

“The wide-ranging choice that consumers have with vehicle brand, make, size, power and comfort, as well as a selection of cars from all over the world, has contributed to an industry with extremely high levels of customer satisfaction.

“Lexus’s customer satisfaction rating of 97% is 3% higher than next placed Kia on 94%. While this lead may appear minor, it isn’t. The satisfaction ratings of the following nine leading car manufacturers are separated by only 1%, which shows how significant Lexus’s lead currently is.

“Compared with a year ago, both Lexus and Volvo have enjoyed the largest increase in satisfaction ratings with a 3% lift. Isuzu Ute – the 2018 Car Manufacturer of the Year – experienced the biggest decline of 3%. All other leading manufacturers remained relatively steady,”  Ms. Levine said.

Lexus’ August win was its seventh straight monthly award this year, securing the brand the annual customer satisfaction award for 2019. Lexus has now won five Car Manufacturer of the Year Awards since its inaugural win in 2014.

Leading car manufacturer customer satisfaction ratings

Source: Roy Morgan Single Source Australia, September 2017 – August 2018, n = 38,449. September 2018 – August 2019, n= 36,952. Base: Australians who are drivers.

Are your suppositions about the typical Lexus driver on the money?

If we were to look at a typical Lexus driver, we would likely see a man aged in the 35-49 bracket who lives in New South Wales. He’d be educated, employed, and far more likely than the average Australian to be earning over $100,000 per year.

Lexus drivers tend to be professionals and managers, placed in the top socio-economic status quintile, and classed as big spenders. Unsurprisingly, given their relatively secure financial situation, most of them are optimistic about the future.

The two most prominent Roy Morgan Value Segments are Socially Aware and Visible Achievement which comprise over half of all Lexus drivers. Visible Achievers hold traditional values about home, work and society. Family is very important to them, and they place great emphasis on providing their families with a high-quality environment.

They also care about their health, and are more likely than the average Australian to be concerned about their cholesterol levels and sugar intake. The majority are also eating less red meat these days.

Roy Morgan Customer Satisfaction Awards and additional Automotive Reports

While the Roy Morgan Customer Satisfaction Awards focus on satisfaction ratings, there is far more in-depth data available. Roy Morgan tracks a huge range of variables including customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands.

This data can be analysed by month for your brand, and importantly, your competitive set. Detailed data and analysis of leading car manufacturers is included in the Roy Morgan Automotive Currency Report.

For further in-depth analysis find out more about Australians who are intending on buying brands such as, including Lexus, Kia, Mercedes-Benz, Subaru, Mazda, Holden and many others.

Roy Morgan Customer Satisfaction Awards

The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, engagement, loyalty, advocacy and NPS® across a wide range of industries and brands. This data can be analysed by month for your brand and importantly your competitive set.

Need to know what is driving your customer satisfaction?

Check out the new Roy Morgan Customer Satisfaction Dashboard at https://www.customersatisfactionawards.com

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

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

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