Who are the most satisfied customers?

Roy Morgan data reveals Lexus owners to be the happiest on the road

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If your buying experience is influenced by customer satisfaction data, then you’ll be heading into a Lexus dealership.

According to the latest findings from Roy Morgan, Lexus has again topped the rankings with a 97 percent satisfaction rate, pulling a significant gap between it and the brands in second place.

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Lexus has maintained a satisfaction rating of between 94 and 98 percent for the past five and a half years, and the Japanese marque looks set to claim the overall title again in 2019.

Roy Morgan CEO Michele Levine says that Australia’s competitive market offers buyers the greatest benefit, and that the results from Lexus are even more impressive given the oversaturation of brands.

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“Lexus’s customer satisfaction rating of 97 percent is three percent higher than next-placed Kia on 94 percent.

“While this lead may appear minor, it isn’t. The satisfaction ratings of the following nine leading car manufacturers are separated by only one percent, which shows how significant Lexus’s lead currently is.”

Levine says that the figures reveal a positive upturn for Volvo, too, with the Swedish brand rising up the rankings as its new-generation cars continue to resonate with buyers.

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“Compared with a year ago, both Lexus and Volvo have enjoyed the largest increase in satisfaction ratings with a three percent lift.

“Isuzu Ute – the 2018 Car Manufacturer of the Year – experienced the biggest decline of three percent. All other leading manufacturers remained relatively steady.”

The data is drawn from more than 50,000 at-home, face-to-face interviews with Aussies around the country each year.

Are you satisfied with the data? Would the findings make you consider a Lexus?

 

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Trent Giunco
Journalist

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