January 14, 2013
U.S.-based affluent consumers ranked Audi of America as the No. 1 luxury automaker for its consistent design and use of quality materials, according to a new Luxury Institute survey.
Audi of America beat out the other nine luxury automakers in the Luxury Institute’s Consumer Experience Index including Acura, BMW, Cadillac, Infiniti, Jaguar, Lexus, Lincoln, Mercedes-Benz and Volvo. Audi’s dealership staff was also recognized as the most trustworthy and knowledgeable.
“Audi has had issues in the past and it has taken the automaker a long time to deliver to customers,” said Milton Pedraza, CEO of the Luxury Institute, New York.
“Now, Audi understands going beyond the product in the consumer experience,” he said. "This shows that Audi has arrived, and this gives Audi the affluent consumer validation that it has been seeking.”
The 2013 Luxury Consumer Experience surveyed 1,234 luxury automobile owners who were a minimum of 21 years of age with an income of at least $150,000. The survey took place in November 2012.
Caring for customers
Audi scored a 8.36 out of 10 on the Luxury Consumer Experience Index, while 96 percent of respondents said they would consider buying or leasing an Audi again based on their experience with the automaker.
Audi R8
Coming in right behind Audi was Lexus with a score of 8.34, which was mainly based on consumer’s experiences at the dealership and the brand’s positive reputation.
Lexus scored high due to its superior sales and service experiences, respectful dealership personnel and long-term building relationship.
BMW came in third place with a score of 8.27 and Mercedes-Benz came in fourth place with a score of 8.06.
“Audi being the winner indicates that it is making a major investment in the customer experience and it is working on the consumer-relationship-building aspect,” Mr. Pedraza said.
“We are seeing a shift of automakers to that relationship-building focus and all of the brands are making a dramatic effort in being more consumer-focused,” he said.
“I think that the auto industry is leading dramatically in customer service, whereas other industries are focused on transactions.”
Record sales
Luxury automakers such as BMW, Mercedes-Benz, Bentley, Rolls-Royce, Audi and Porsche reported record sales in 2012.
Automakers that promote strong branding in campaigns make the most impact when it comes to being top-of-mind among potential buyers and is what likely propelled certain brands to have record sales, experts says.
Also, these sales records signal an increase in competition for attention (see story).
Furthermore, customer service certainly plays a role in boosting sales since this is where automakers now seem to be focusing their attention.
“It is not only the product and not only the economy - it is the fact that employees at the dealership have been selected and educated to drive sales in a relationship-building way,” Mr. Pedraza said.
“Luxury automakers are finding a way to build a relationship instead of focusing on just selling vehicles,” he said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
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