Ipsos South Africa, part of the second largest survey-based market research company in the world recently announced the results of the Vehicle Quality Survey (VQS) for the past year.
Brian Joss – Ipsos conducts telephonic interviews with 30 000 customers annually about not only their experience when purchasing a new vehicle or having their vehicle serviced, however also on the quality of the product purchased.
The 25 minute telephonic interview focuses on competitive benchmarking 90 days after the purchase of a new vehicle and measures the product experience, quality defects and customer perceptions and opinions based on the product.
Audi South Africa received nine awards including the coveted ‘Best Luxury Passenger Car Brand’ for 2016. This is following the results of the competitive customer experience released in May where Audi retained the number one position for customer experience in the South African motor industry for the fourth consecutive year. The following vehicles received top honours in the Quality Awards Passenger Car category: Audi A1; Audi A3 Sportback; Audi A4; Audi A3 Sedan; Audi A5 Coupe and Audi Q5.
The interview focuses on seven aspects of ownership, including the customer’s use of the vehicle, the vehicle details and its quality in general, things-gone-wrong in terms of breakdowns and repairs, satisfaction levels, behaviour and attitude as well as demographics. The ‘Satisfaction’ portion of the interview is the most in-depth part of the process, with the customer providing tangible feedback on various aspects of the product in particular, including the vehicle’s exterior, interior, space, driving dynamics, engine and transmission, audio and navigation system and general use and operation.
“Audi South Africa is extremely proud of the results achieved in the 2016 Vehicle Quality Survey,” said Paul Sansom, Head of Audi South Africa. “These results reaffirm Audi’s strategy to become the ‘Best’ premium brand in South Africa by focusing on the inherent quality and value proposition our vehicles offer. For so many of our models to be recognised in these awards and our consistently high performance in the Competitive Customer Experience awards, clearly means that our ambitions are firmly within reach,” concluded Sansom.