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Audi shines at Ipsos Quality Awards


IPSOS recently announced the 2013 Quality Awards winners for sales and service experience in the automotive industry.

These awards have been given to manufacturers who set the benchmark in terms of a positive customer experience.

This year Ipsos measured the satisfaction levels of the customer experience in four main categories: Passenger Vehicle Purchasing Experience, Passenger Vehicles Servicing Experience, Light Commercial Vehicle (LCV) Purchasing Experience and Light Commercial Vehicle Servicing Experience. The top-performing brands included Chevrolet, Audi, Volkswagen, Isuzu and Toyota.

Audi took the bragging rights in the Passenger Car Purchasing Experience by retaining a gold status, something it’s achieved for four consecutive years. Other gold-status winners included Volkswagen, Chevrolet and Toyota.

The silver-star winners in this category included Mercedes-Benz, Opel, Renault, Volvo, Lexus, Nissan and Mazda. The bronze medals went to Ford and Peugeot.

In the Passenger Vehicle Servicing Category, the various contenders achieved an average score of 85.8%, up from 84.8% in 2012. The top performers in this category included Audi, Chevrolet, Volkswagen and Lexus. The silver medals went to Mercedes-Benz, Nissan, Toyota and Opel. Also on the podium with impressive bronze medals were Mitsubishi, Renault and Mazda.

It’s nice to see that the LCV purchasing experience scored almost as much as the passenger cars. Manufacturers sell loads of these things in South Africa, which makes this award as relevant as those mentioned above. Gold-category winners in this segment included all the mainstream players: Isuzu, Toyota, Chevrolet, Nissan and Volkswagen.

In terms of servicing the golden boys were Volkswagen, Toyota, Isuzu, Nissan and Chevrolet. Silver medals went to Mazda, Ford and Mitsubishi.

These rankings were based on Ipsos’s Competitive Customer Experience (CCE), which has been conducted in South Africa for the past 21 years. The survey was conducted over a 12-month period between January and December 2012 and is part of a study that measures the perceptions of more than 22 000 passenger and light commercial vehicles.

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