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Motor Codes Report 2014A comprehensive report on customer satisfaction of UK car buyers and service and repair customers

The Motor Codes Report 2014

1

Introduction

Introduction Service and Repair New Cars Summary

The Motor Codes Report is an annual summary of the most comprehensive snapshot of how car owners view the UK motor industry. Specifically, it reports on customer satisfaction levels among new car buyers and customers of the Motor Codes-approved network of garages, based on customer online reviews and targeted surveys.

Motor Codes, the Trading Standards-approved garage scheme, runs an online garage search and comparison service. A unique consumer tool, it is the only place where car owners can find, rate and read reviews of both approved main dealers and independent garages. In 2013, Motor Codes collected the views of almost 57,000 people across the UK; from both new car buyers and service and repair customers.

By 31 December, Motor Codes had received 53,824 completed surveys from customers whose cars had been serviced and/or repaired within the Motor Codes network of garages – 7,725 across the UK. These surveys were either left directly at the Motor Codes website or were supplied via a data-feed by participating manufacturers and dealerships. Those dealer networks participating in the data-sharing project through 2013 were:

n Chevrolet

n Isuzu

n Mazda

n Mitsubishi

n SEAT

n Subaru

n Marshall Motor Group

Future editions of the Motor Codes Report will be further enriched, as more manufacturers and dealer groups share their in-house client satisfaction surveys publicly via motorcodes.co.uk. In January 2014, Honda (UK) announced that customer ratings and satisfaction data relating to service and repair work undertaken at all of its 192 UK dealerships will be published via Motor Codes.

Motor Codes has been conducting the service and repair survey for the past five years, enabling it to track how the sector’s performance is changing over time. In 2013, Motor Codes also conducted its annual survey of buyers of new cars across all of the volume vehicle manufacturers in the UK. It received 3,170 surveys from new car buyers. As part of its Trading Standards-approval regime, Motor Codes conducts this survey each year, enabling it to build up a detailed view of trends in the new car sector.

In aggregate, this research provides a rich, comprehensive and authoritative picture of how people perceive the services and products offered by the approved garage network and those car manufacturers that subscribe to the New Car Code. As well as

providing a comprehensive picture of customer service standards to consumers, these surveys help the motor industry to pinpoint strengths and weaknesses. Vehicle manufacturers, franchised dealers and independent garages can compare the feedback they receive directly from customers with the Motor Codes survey data to gauge where they are outperforming the rest of the market and where they need to improve.

More broadly, the data in this annual report provides further fascinating and authoritative insight on the performance of the UK motor industry and the satisfaction levels of those shopping within the Motor Codes network.

About Motor CodesMotor Codes was established at the request of government to act as the self-regulatory body for the automotive sector.Its codes of practice – the New Car Code and Service and Repair Code – outline exactly the level of customer service people should expect from a garage. Both are approved and monitored by Trading Standards. Motor Codes also operates an impartial advice and conciliation service (0800 692 0825) that is a formal partner of Citizens Advice. In 2013, it recovered £400,000 in refunds for customers.

TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years

Proportion of responses by County

1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733

How old is your vehicle? - comparison over time

Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%

Did you need to complain to the garage about the work?

Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%

2012(Jan 1 to Nov 9)

Was additional work identified during the service or repair?

Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%

Would you recommend this garage to friends and family?

Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%


Are you satisfied with the work carried out to your vehicle?

Yes

No

21%

79%

664

2,506

Was your purchase influenced by an advertisement?

Yes

No

10%

90%

320

2,850

Has your car required a repair under warranty?

Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%


If yes, were you satisfied that the garage had only carried out work that you were happy to pay for?

1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents

Manufacturer-franchised dealer

Manufacturer-authorised repairer

92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012

Quality of the service and/or repair

Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012

Level of customer service

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013

Total Independents Manufacturers

75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013

Overall Independents Manufacturer-franchiseddealer

Manufacturer-authorisedrepairer

75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



0%

5%

10%

15%

20%

25%

30%

35%

40%

2009 2010 2011 2012 2013

1-3 years

Ford

Vauxha

ll

Volksw

agen

Peug

eot

BMW

Rena

ult

uMerc

edes

-Ben

zAud

i

Citroën

Toyo

ta

4-6 years 7-10 years 11+ years

0%

2%

4%

6%

8%

16%

10%

12%

14%


2

Service and repair – are consumers happy?


This section of the report outlines some of the key findings from the Service and Repair Code survey, such as, perception of the quality, customer service and the age of the vehicles booked into garages. It also points to the most common brands of car on the UK’s roads – based on those that are maintained by the approved network. The final summary section of the report reviews overall satisfaction levels and whether people would recommend the garage to friends and family. It also provides a ranking of manufacturers according to the overall service provided by their main dealer networks.

1. How comprehensive is the service and repair survey?The service and repair survey has grown dramatically over the past five years. In 2013, Motor Codes received more than 53,800 surveys from consumers evaluating garages that had serviced or repaired their car. That is a major step up from the 39,528 survey responses received in 2012, reflecting the fact that more manufacturers use motorcodes.co.uk as the public-facing portal for their own customer satisfaction data.

The Motor Codes website received more than 21,000 survey responses direct from garage customers, together with a further 651 paper returns. The remaining responses were supplied by participating manufacturers and dealerships.

The huge scale of the 2013 survey underlines the expanding reach of the Motor Codes network and provides a comprehensive picture of how the approved network of 7,725 garages is performing, in the eyes of car owners.

In 2013, independent garages were the subject of almost 31% of the surveys. The remaining 69% covered main dealers and manufacturer-authorised repairers.

TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years


1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733


Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%


Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%



Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%


Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%



Yes

No

21%

79%

664

2,506


Yes

No

10%

90%

320

2,850


Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%



1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents



92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012


Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012



3



2. How do customers rate the quality of the service and/or repair?One of the primary purposes of Motor Codes is to ensure peace of mind for motorists – by directing them to an approved garage. So, perceptions of the quality of service and repair are a key metric.

The garages surveyed in 2013 collectively scored 97% on the quality of the service and/or repair they provided. That is the same score as in 2012, which was a marked improvement on the 94% score in 2011 and 2010 and the 92% score in 2009. Given that the number

of survey responses in 2013 was 36% up on 2012, it is reassuring for consumers to see the 97% figure maintained.

In 2013, approved independent garages continued their exceptional performance, with an aggregate score of 98%. The franchised network also received a high rating - 94% - an increase of 10 percentage points since the code was introduced in 2008. Manufacturer-authorised repairers scored even higher at 96% in 2013. Again, a dramatic and positive increase over the life of the code.

Note, as manufacturers’ in-house surveys don’t track this specific metric, these figures only include data from the surveys collected directly by Motor Codes.

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013


75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



0%

5%

10%

15%

20%

25%

30%

35%

40%

2009 2010 2011 2012 2013

1-3 years

Ford

Vauxha

ll

Volksw

agen

Peug

eot

BMW

Rena

ult

uMerc

edes

-Ben

zAud

i

Citroën

Toyo

ta


0%

2%

4%

6%

8%

16%

10%

12%

14%

TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years


1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733


Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%


Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%



Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%


Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%



Yes

No

21%

79%

664

2,506


Yes

No

10%

90%

320

2,850


Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%



1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents



92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012


Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012



4



3. How do consumers rate a garage’s customer service?In an increasingly competitive and transparent economy, businesses in every sector are putting a much greater emphasis on optimising the overall customer experience, particularly as they seek repeat business and recommendations on social media. Perception of customer service is a vital metric in this regard.

Those Motor Codes garages that received customer reviews in 2013 collectively scored an impressive 97% for customer service – the same as in 2012. That sustains the significant step-up in this metric since 2009, underlining how the automotive industry, specifically within the approved network, has moved on from the days when it was associated with mediocre, and even poor, customer service.

The Service and Repair Code has played a major role in securing this turnaround. Again, the increase is also noteworthy, given that the 2013 survey covers a significantly larger proportion of the service and repair industry than its predecessors.

The high collective score for customer service in 2013 is particularly impressive, given that surveys supplied by independent garages were in the minority. Over the past five years, independent garages have consistently scored 98% on customer service. The customer service scores of main dealers have risen steadily over the past five years. Manufacturer-authorised repairers scored 96% and the franchised network of dealers scored 94%. Note, as manufacturers’ in-house surveys don’t track this specific

metric, these figures only include data from the surveys collected directly by Motor Codes.

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013


75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



0%

5%

10%

15%

20%

25%

30%

35%

40%

2009 2010 2011 2012 2013

1-3 years

Ford

Vauxha

ll

Volksw

agen

Peug

eot

BMW

Rena

ult

uMerc

edes

-Ben

zAud

i

Citroën

Toyo

ta


0%

2%

4%

6%

8%

16%

10%

12%

14%

TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years


1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733


Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%


Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%



Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%


Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%



Yes

No

21%

79%

664

2,506


Yes

No

10%

90%

320

2,850


Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%



1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents



92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012


Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012



5

Service and repair – how old?


4. How old are the vehicles being serviced and repaired? Since the financial crisis of 2008, the recession has had a marked impact on the disposable income of households across the UK. The result appears to be evident on the nation’s roads – the cars being seen in the workshops of Motor Codes subscribers tend to be older than those in 2009.

Only 19% of the cars being serviced or repaired in 2013 were one to three years old, compared with 29% in 2009. Moreover, 18% of the cars in the 2013 survey were 11 years or older, compared with fewer than 10% in 2010 and 2009.

As well as reflecting the health of the broader economy, those figures may also suggest that the lifespan of cars is increasing as the industry makes continued progress on quality and reliability.

Note, as manufacturers’ in-house surveys don’t track this specific metric, these figures only include data from the surveys collected directly by Motor Codes.

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013


75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



0%

5%

10%

15%

20%

25%

30%

35%

40%

2009 2010 2011 2012 2013

1-3 years

Ford

Vauxha

ll

Volksw

agen

Peug

eot

BMW

Rena

ult

uMerc

edes

-Ben

zAud

i

Citroën

Toyo

ta


0%

2%

4%

6%

8%

16%

10%

12%

14%


6

Service and repair – what brand of cars?


5. Which car brands are most widely-owned in the UK?Which vehicle makes are you most likely to see on the UK’s roads? The 16,600 surveys collected by Motor Codes in 2013 from approved independent garages provide a revealing insight into which brands of cars are most widely-owned by British drivers. In more than 15,300 of the independent garage survey responses, the driver specified the make of car.

Largely mirroring car registrations data provided by the Society of Motor Manufacturers and Traders (SMMT), the survey data suggests that Fords are the most numerous cars on the UK’s roads, accounting for almost 15% of the service and repair work undertaken by independent garages. Vauxhall comes in second, at just over 10% and Volkswagen third with 8%. French brands, such as Peugeot, Renault and Citroen feature heavily in the top 10. Notably, premium brands, such as Audi , BMW and Mercedes-Benz also make it into the top 10, suggesting a significant presence on Britain’s roads.

Suzuki

Kia

Fiat

Honda

Jaguar

Volvo

Peugeot

Mercedes-Benz

Ford

Land Rover

Hyundai

Citroën

Toyota

Vauxhall

Mazda

Nissan

SEAT

Mitsubishi

Subaru

Renault

Chevrolet

97.55%

95.93%

95.57%

95.41%

94.77%

94.76%

94.55%

93.78%

93.43%

93.32%

92.99%

92.79%

92.52%

92.10%

92.04%

91.92%

90.36%

89.88%

89.86%

89.80%

89.57%

138

760

166

2,131

637

1,100

987

1,317

1,158

1,443

304

405

528

2,193

6,200

417

4,119

3,885

2,430

304

727

Manufacturer Overall score Sample size

Ford

Vauxhall

Volkswagen

Peugeot

BMW

Renault

Audi

Mercedes-Benz

Citroën

Toyota

Honda

Nissan

Volvo

Fiat

Land Rover

Mazda

Skoda

MINI

Jaguar

Hyundai

SEAT

Kia

Saab

Mitsubishi

Suzuki

Alfa Romeo

MG

Subaru

Lexus

Porsche

Chevrolet

Chrysler

2,255

1,557

1,243

934

915

841

736

649

633

599

542

464

368

346

314

313

264

229

210

202

197

172

167

145

140

88

81

70

60

57

56

51

Manufacturer Number of service and repairs by independent garages in

Motor Codes Network

In descending order, the table opposite shows the makes of car specified in more than 50 surveys collected by independent garages.

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013


75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013



0%

5%

10%

15%

20%

25%

30%

35%

40%

2009 2010 2011 2012 2013

1-3 years

Ford

Vauxha

ll

Volksw

agen

Peug

eot

BMW

Rena

ult

uMerc

edes

-Ben

zAud

i

Citroën

Toyo

ta


0%

2%

4%

6%

8%

16%

10%

12%

14%

TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years


1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733


Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%


Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%



Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%


Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%



Yes

No

21%

79%

664

2,506


Yes

No

10%

90%

320

2,850


Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%



1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents



92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012


Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012


TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years


1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733


Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%


Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%



Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%


Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%



Yes

No

21%

79%

664

2,506


Yes

No

10%

90%

320

2,850


Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%



1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents



92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012


Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012



7

New cars – adverts, assistance and repairs


In 2013, Motor Codes asked all volume manufacturers selling cars in the UK to send it the details of 500 people who had purchased one of their cars within the past two years. Motor Codes then surveyed these people on their new car buying experience.

In total, 3,170 surveys were received – a 16% response rate. This has provided a broad dataset that enables Motor Codes to gauge how British car buyers feel about the cars they have bought and the quality of the retail service they received. Motor Codes repeats this exercise each year, enabling comparisons over time.

This section of the report looks at the buying process and the reliability of new cars, while the concluding section explores purchasers’ overall satisfaction.

1. Are car buyers influenced by advertisements?Are the many millions of pounds the automotive industry invests in advertising being well-spent? In the 2013 Motor Codes new car survey, almost 21% of respondents admitted to being influenced by advertising. A marked step up from the 14% figure reported in 2012. One potential reason for the increased influence score is the visible growth in high-profile campaigns seen on new advertising mediums, such as social media.

Note that these figures capture customer perception and don’t necessarily reflect the number of people who are influenced by advertising at a subliminal level.

3. How many new cars require warranty repairs?Just one in 10 of the respondents to the Motor Codes new car survey said that they required a warranty repair on their vehicle, within the first two years of ownership. That is a marked improvement on the 15% figure in 2013, sending a strong message about the quality and reliability of today’s new cars.

This is an encouraging statistic for car makers. By reducing the number of warranty repairs, the automotive industry is saving money, saving time for its customers and reducing hassle, further improving the sector’s reputation.

2. What do new car buyers think of the assistance they receive from sales staff?One of the key reasons people visit car dealerships is for advice. Do they get the assistance they need? The Motor Codes survey asks new car buyers to rate the assistance they received from sales staff on a scale of 1 to 5. The average score of 4.7 in the 2013 survey is a step up from 4.4 in 2012. The high score suggests the vast majority of buyers are happy with the assistance they received in showrooms and still see considerable value in the knowledge of sales staff, despite the wealth of information available online.


8

Summary – how satisfied are UK customers with the motor industry, specifically the approved garage network?


1. Would customers recommend the Motor Codes garage they used for a service or repair to friends or family? Word-of-mouth is a vital source of new business for the service and repair sector. So would people recommend the garage or dealer they used for a service or repair?

In 2013, 95% of the 53,824 consumers responding to the surveys collected by Motor Codes said they would recommend the garage that serviced and/or repaired their vehicle to friends and family. Although this is marginally down on the 96% figure in 2012, the figure is impressive, when measured across such a huge sample.

TOTAL

Independents

Independents

Manufacturers

Manufacturers

1,404

883

63%

521

37%

2009

8,186

4,958

61%

3,228

39%

2010

18,864

10,783

57%

8,081

43%

2011

39,528

16,560

42%

22,968

58%

2012

53,824

16,613

31%

37,211

69%

2013

Volume of response

Lancashire

Yorkshire

Greater London

Cornwall

Glamorgan

West Midlands

17%

26%

28%

17%

16%

31%

1-3years

33%

34%

28%

33%

34%

34%

4-6years

37%

31%

25%

34%

36%

25%

7-10years

13%

9%

19%

16%

14%

10%

11+years


1-3 years

4-6 years

7-10 years

11+ years

Total

410

523

337

134

1,404

2009

2,251

2,709

2,516

708

8,184

2010

4,937

6,515

5,423

1,989

18,864

2011 2012

4,924

7,424

7,099

3,286

22,733


Yes

No

9%

91%

2009

5%

95%

2010

4%

96%

2011 2011

2%

98%

2011

2%

98%


Yes

No

50%

50%

2009

44%

56%

2010

44%

56%

2011

46%

54%



Yes

No

91%

9%

2009

95%

5%

2010

96%

4%

2011 2012

96%

4%

2013

95%

5%


Yes

No

95%

5%

2009

95%

5%

2010

96%

4%

2011

98%

2%



Yes

No

21%

79%

664

2,506


Yes

No

10%

90%

320

2,850


Yes

No

% Yes

662

38

95%

2009

3419

168

95%

2010

8070

314

96%

2011

9219

153

98%



1-3 years

4-6 years

7-10 years

11+ years

29%

37%

24%

10%

27%

33%

31%

9%

26%

35%

29%

10%

22%

33%

31%

14%

2013

4,210

6,496

7,145

3,899

21,750

22%

32%

30%

14%

Overall

Independents



92%

97%

84%

85%

2009

94%

98%

91%

95%

2010

97%

98%

96%

97%

2011

97%

98%

94%

94%

2012

97%

98%

94%

96%

2012


Overall

Independents



92%

98%

83%

84%

2009

94%

98%

91%

96%

2010

94%

98%

95%

98%

2011

97%

98%

93%

94%

2012

97%

98%

94%

96%

2012


The very slight decline from 2012 may reflect the lower proportion of service and repairs by the independent sector in the 2013 survey – independent garages in the Motor Codes network tend to score exceptionally high on this metric. In the 2013 survey, 99% of the consumers that had used Motor Code-affiliated independent garages for services and/or repairs said they would recommend the garage to friends or family.

The high scores in this category, which reflect the fact that all the garages in the survey are fully committed to the Service and Repair Code, demonstrate the rising confidence customers have in the Motor Codes network. In the 2009 survey, 91% of the 1,400 respondents said they would recommend the garage they used.


9


2. What did customers think of their overall service and repair experience?The 53,824 respondents to the 2013 service and repair survey collectively scored their overall experience at 94%. Over such a large sample, that is an impressive score. That figure is slightly down on the 96% score in 2012, potentially reflecting the lower proportion of independent garages in the 2013 survey. The independent garages in the Motor Codes network collectively scored 98% on this metric in 2013.

Suzuki

Kia

Fiat

Honda

Jaguar

Volvo

Peugeot

Mercedes-Benz

Ford

Land Rover

Hyundai

Citroën

Toyota

Vauxhall

Mazda

Nissan

SEAT

Mitsubishi

Subaru

Renault

Chevrolet

97.55%

95.93%

95.57%

95.41%

94.77%

94.76%

94.55%

93.78%

93.43%

93.32%

92.99%

92.79%

92.52%

92.10%

92.04%

91.92%

90.36%

89.88%

89.86%

89.80%

89.57%

138

760

166

2,131

637

1,100

987

1,317

1,158

1,443

304

405

528

2,193

6,200

417

4,119

3,885

2,430

304

727

Manufacturer Overall score Sample size

Ford

Vauxhall

Volkswagen

Peugeot

BMW

Renault

Audi

Mercedes-Benz

Citroën

Toyota

Honda

Nissan

Volvo

Fiat

Land Rover

Mazda

Skoda

MINI

Jaguar

Hyundai

SEAT

Kia

Saab

Mitsubishi

Suzuki

Alfa Romeo

MG

Subaru

Lexus

Porsche

Chevrolet

Chrysler

2,255

1,557

1,243

934

915

841

736

649

633

599

542

464

368

346

314

313

264

229

210

202

197

172

167

145

140

88

81

70

60

57

56

51

Manufacturer Number of service and repairs by independent garages in

Motor Codes Network

3. Which main dealer networks scored best for service and repair?Which brand provided customers with the best overall service and repair experience? In the 2013 service and repair survey, the Suzuki network came out on top with an overall score of over 97%. However, the Suzuki sample size of 138 was significantly smaller than that of second-placed Kia, which scored almost 96% across a sample of 760 surveys. The Honda network’s aggregate score of in excess of 95% across a sample of 2,131 surveys is particularly impressive, suggesting a high level of consistency.

Note: Alfa Romeo, Audi, BMW, Skoda and Volkswagen are not included in this ranking because the sample size for these brands was under 100.


10


4. How satisfied are people with their new car?How do buyers feel about their new car? Does it live up to their expectations? On average, the 3,170 respondents in the 2013 Motor Codes new car survey rated satisfaction with their new vehicle 4.74 on a scale of 1 to 5. That figure is a significant increase on the 4.46 score in 2012, indicating that the latest model ranges are proving a hit with drivers. This high score suggests that many buyers are delighted with their new cars, which have benefitted from the great strides the automotive industry has made in vehicle design, fuel efficiency, safety features and reliability.

5. How satisfied are new car buyers with the aftersales service received?With such a major purchase, aftersales is an important element of the overall experience and may be a factor in determining personal recommendations. On average, the 3,170 respondents to the 2013 Motor Codes New Car survey rated the aftersales service provided by car manufacturers 4.52, up from 4.29 in 2012, on a scale of 1 to 5.

The high 2013 aftersales score underlines the positive trend in the UK automotive industry towards a more holistic approach to customer care. Motor Codes has a number of mechanisms in place to ensure high levels of customer satisfaction, including independent, unannounced inspections of its subscribers by the RAC.

6. How satisfied are new car buyers with the vehicle manufacturer?The new car survey asks new car buyers how happy they are with the overall experience provided by the vehicle manufacturer. Responses reflect both satisfaction with the car itself and the associated customer service they received.

On average, the 3,170 respondents rated their satisfaction with the vehicle manufacturer 4.7 on a scale of 1 to 5, up from 4.43 in 2012. This marked improvement is consistent with buyers’ rising satisfaction with the assistance provided by sales staff, the quality of their new cars and the aftersales service provided by the manufacturer.


11

Conclusions


In 2013, the garages and manufacturers committed to Motor Codes received a ringing endorsement from their customers. Most of the scores in the 2013 surveys are higher than in the 2012 surveys.

In the service and repair sector, the marked improvement on the previous four years continued in 2013, underlining the positive impact of the Service and Repair Code and the security people enjoy when shopping within the approved network. The Motor Codes new car survey also revealed an encouragingly high level of customer satisfaction and an upward trend in the key metrics for vehicle manufacturers.

As more Motor Codes subscribers provide survey results to Motor Codes, it is expected that there will be an even bigger service and repair sample in 2014 and we look forward to seeing the impact of that on the overall results. We will also canvass new car buyers again this year, to assess whether the industry continues to meet rising expectations.

avto.info - motor codes report 2014 · 2014. 8. 7. · 2010 4,937 6,515 5,423 1,989 18,864 2011...

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