The Federation of Car Sellers Associations (FADA), in collaboration with Frost & Sullivan, has introduced the outcomes of the 2024 Buyer Expertise Index (CEI), an in depth annual research analysing buyer expertise throughout gross sales, after-sales service, and product high quality throughout the passenger car class in India. The research, which incorporates responses from 8,685 car house owners, goals to supply essential insights and spotlight the important thing drivers of buyer satisfaction within the automotive business.Buyer expertise throughout key areas
The research was performed with a various demographic of car house owners, together with each women and men aged 18 and above, who’re main customers and drivers of their autos. All individuals had bought a brand new car on the time of acquisition and had been concerned within the decision-making course of. Respondents had been categorised into two teams: those that purchased their car from an authorised seller between Could 2023 and Could 2024 for gross sales and product high quality insights, and people who bought their car between 2021 and 2023, having used aftersales companies throughout the final six months.Key findings
The CEI research concerned a big pattern measurement of 8,685 respondents, divided into two essential classes: 3,683 respondents targeted on gross sales and product high quality experiences, whereas 5,002 respondents shared their after-sales service experiences. Additional stratification was completed primarily based on market tiers, with 3,951 respondents from Tier 1 cities, 3,925 from Tier 2 cities, and 809 from Tier 3 cities.
The General Buyer Expertise Index evaluated 97 attributes throughout gross sales, product, and after-sales experiences, every contributing 25%, 25%, and 50% respectively. Within the mass market phase, Kia emerged because the chief with a rating of 45.84, whereas Audi topped the luxurious phase with a rating of 48.93.
Within the Gross sales Expertise Index (SEI), Kia led the mass market manufacturers with a rating of 52.52, excelling in check drive expertise, responsiveness of the gross sales crew, and buyer relationship administration. BMW ranked highest amongst luxurious manufacturers with an similar rating of 52.52, performing properly in areas like availability of roadside help and on-line commercials.
The Product Expertise Index (PEI) noticed Toyota scoring the best amongst mass market manufacturers with 45.40, due to elements like good resale worth, gearshift high quality, and high quality of lights. Within the luxurious phase, Audi led with a rating of 46.35, attributed to its car suspension high quality and engine energy.
As for the Aftersales Expertise Index (ASEI), Kia as soon as once more ranked highest amongst mass-market manufacturers with a rating of 44.15, performing properly in automotive situation upon supply, technical information of the after-sales crew, and responsiveness. Audi led the luxurious manufacturers with a rating of fifty.51, standing out in ease of crew entry and technical information.
Vinkesh Gulati, Chairman of FADA Academy & Analysis, commented, “The findings from the Buyer Expertise Index (CEI) research present a transparent image of what clients prioritize and worth most of their automotive journey. It’s evident that features like service, consolation, and reliability are on the forefront of consumers’ minds. These are the core areas the place automotive manufacturers are succeeding in assembly buyer expectations. Prospects are notably happy with the responsiveness and information of gross sales groups, the efficiency and reliability of their autos, and the standard of after-sales workmanship.”
“Nonetheless, whereas these areas are at the moment excelling, in addition they set a excessive customary that should be maintained and repeatedly improved. Notably, clients are more and more anticipating better attain and accessibility from automotive manufacturers, reasonably than investing in massive infrastructure setups. As we transfer ahead, it’s essential for the business to not solely uphold these strengths but in addition deal with the underlying areas of enchancment to make sure a persistently distinctive buyer expertise,” he added.
Shylesh Narayanan, Nation Head of Frost & Sullivan India, mentioned, “The Buyer Expertise Index (CEI), developed in collaboration with FADA, is exclusive because of its unbiased random sampling which displays buyer views. This data-driven evaluation highlights essential areas for OEMs and sellers to refine their methods and adapt to evolving buyer expectations. This index may also assist information the business in the direction of a future the place manufacturers are distinguished by their feature-rich choices, distinctive service, and reliability, finally fostering superior buyer experiences and due to this fact, loyalty.”
Buyer priorities
The research emphasised the significance of service, with respondents highlighting “service” as a big precedence, indicating that clients extremely worth the standard and reliability of their service experiences. Different essential features embrace “snug,” “mileage,” and “options,” displaying that clients search environment friendly autos that additionally present a snug and well-equipped driving expertise. Phrases like “revolutionary,” “know-how,” and “dependable” counsel buyer appreciation for cutting-edge developments and dependability of their autos. Moreover, the deal with “model” and “premium” underscores the significance of name status and perceived worth, whereas “reasonably priced” and “standard” mirror clients’ consciousness of value and market traits.
The voice of the shopper requires a balanced mix of efficiency, innovation, and repair excellence within the automotive sector, figuring out key elements inside every class that considerably improve buyer satisfaction.
Within the gross sales class, prime delighters embrace the test-drive expertise, permitting clients to judge the car’s match and efficiency firsthand, and the responsiveness and information of the gross sales crew, fostering belief and confidence throughout the buying course of. Moreover, the benefit of transaction and cost processes contributes to a seamless and stress-free shopping for expertise.
Product attributes that stand out as priorities are efficiency and reliability, guaranteeing the car meets expectations when it comes to energy and dependability. Seat consolation and legroom are essential for offering a snug and pleasurable driving expertise. Moreover, gasoline effectivity and good resale worth are important issues, providing each monetary advantages and long-term satisfaction.
The after-sales expertise is enhanced by high-quality workmanship, guaranteeing service and repairs are accomplished to the best requirements. The benefit of appointment scheduling and efficient post-service follow-up additional enhance buyer satisfaction by offering comfort and reassurance. Moreover, truthful pricing and an easy criticism registration course of contribute to a clear and supportive after-sales atmosphere.
