Land Rover has emerged as the big improver of the past year in the annual Roy Morgan Customer Satisfaction Awards automotive segment.
The British brand finished fourth in the overall class rankings with a 95.4 per cent satisfaction rating, less than two percentage points behind the winner.
Land Rover recorded an impressive 5.5 per cent jump in its rankings compared to the previous year, the biggest increase of any in the top 10 automotive brands and a huge improvement on last year’s 20th-placed finish.
Commenting on the award results, Land Rover Australia Managing Director, Matthew Wiesner, said he was thrilled with the brand’s impressive advance in the customer satisfaction ratings year on year.
“The Roy Morgan survey ratings are different to others because the results are based purely on what consumers are saying about our brand. These latest numbers show that there is obviously a lot of enthusiasm and support for the Land Rover name in Australia,” Mr Wiesner said.
Roy Morgan’s Customer Satisfaction Survey is unique in its execution. Companies cannot apply to be surveyed or enter the award process and brands are only considered to be in the running if enough of the 50,000 surveyed consumers express their satisfaction with the product.
The latest Roy Morgan survey results cap a good year for Land Rover Australia. Last year new Land Rover Discovery SD4 won 4X4 Australia magazine’s 4X4 of the Year award and carsales.com.au named the fifth-generation Discovery its 2017 Car of the Year after the judging team included it as a wildcard entry.
This year Land Rover Australia will introduce not only a plug-in hybrid electric vehicle (PHEV) variant of its popular Range Rover Sport but also the limited edition Range Rover SV Coupé, of which only 999 have been made for the world.
Roy Morgan Industry Communications Director, Norman Morris, said his company’s Car Manufacturer Satisfaction Award has become a prestigious prize in the industry and the results widely publicised.
“In this highly competitive industry, where all car manufacturers are endeavouring to improve their satisfaction rating, there is very little now between the major competitors with only 3.1 percentage points separating the top 10 performers,” Mr. Morris said.
“Satisfaction in this market is not directly correlated with price but appears to be more linked to perceived value and expectations,” he added.