BMW and Chevrolet highest in 2004 sales satisfaction index

The Jakarta Post, Jakarta

German carmaker BMW and the American manufacturer, Chevrolet, recently shared top place in the 2004 Indonesian Sales Satisfaction Index (SSI) Study carried out by Singapore-based marketing information firm J.D. Power Asia Pacific.

Both manufacturers achieved 749 index points out of 1,000, with six factors contributing to overall customer satisfaction with the sales experience.

In order of importance, the factors are: salespeople, paperwork, dealer facilities, delivery timing, delivery process and deal.

The industry average stands at 738 index points in a study based on evaluations from 2,300 vehicle owners after two to six months of ownership.

BMW leads the industry in three of six factors: dealer facilities, salespeople and delivery process, while Chevrolet leads in paperwork and delivery timing.

"Toward the end of a successful 2004, we are proud to gain two awards from J.D. Power Asia Pacific as a result of our strategy to focus on customer satisfaction," PT BMW Indonesia president director Josef Honsel said in a media statement.

"We will continue to improve our sales and after-sales services to meet BMW's international standards, including investment in the infrastructure and facilities of our BMW dealership and to leverage the skills and professionalism of the dealer staff."

Previously, BMW also topped the 2004 Indonesian Customer Satisfaction Index (CSI) Study according to J.D. Power Asia Pacific, collecting 783 index points with an average of 756 points. Chevrolet stands at a respectable third with 761 index points.

In this year's SSI study, Chevrolet made an impressive 34- point improvement as compared with the 2003 SSI study, when it was bottom of the list.

"We are delighted with the improvements that Chevrolet has made in Indonesia. These improvements demonstrate that we are doing the right thing for our customers," said PT General Motors Indonesia (GMI) president director Harold Koh in a media statement.

Next in line are three Japanese carmakers, with index points above average: Nissan (746), Isuzu (745) and Toyota (741).

Meanwhile, another Japanese brand, Honda, scored an average of 738 index points. Daihatsu scored the lowest, with 726 points.

Of the Korean carmakers, KIA scored the highest with 735 index points while Hyundai, on 728, tied with Japan's Suzuki.