India is the world’s fifth-largest car market right now, and thats without even scratching the surface of the opportunities that await all mass market automobile manufacturers in the upcoming years.
With every mass market brand opting for manufacturing plants within the country to get a foothold and investing in a vast network of service centres to provide the best-in-class after-sale services to the consumers, it’s important for consumers to know which brand is leading the way by example.
The J.D. Powers CSI (Customer Service Index) Mass Market Study is in its 23rd year in 2019 and examines satisfaction among vehicle owners who visit an authorised dealership service centre for repair work or scheduled maintenance between the first 12 and 24 months of vehicle ownership.
The study is based on responses from approximately 7,100 new-vehicle owners who purchased their vehicles between March 2016 and August 2018 in India.
The study examines five contributing factors to overall Indian customer satisfaction with after-sales service: service quality, service initiation, service facility, service advisor, and vehicle pick-up service.
Hyundai tops the after-sale service satisfaction ranking with a score of 903 on a 1000-point scale, with 826 as the mass market average. Tata ranks 2nd with 870 points, and Mahindra ranks 3rd with 863 points.
Hyundai is the only mass-market brand to receive the “among the best” power circle rating this year, while Tata and Mahindra received the “better than most” rating.
Toyota, Volkswagen, Ford, and Nissan each received an “about average” power circle rating in the study, while Datsun, Maruti Suzuki, Honda, and Renault had to share the “rest” rating.
Comparing it with J.D. Power’s 2018 mass market CSI study, we found that the top 3 players were the same as this year, with Hyundai India securing 1st place and Tata and Mahindra, 2nd and 3rd. Interestingly though, it is Volkswagen and Nissan who made quite a jump in the list this year compared to last year.
So it is evident from the study that mass market automobile brands are changing their strategies, focusing equally, if not more, on catching the eye of Indian customers by offering the best in class after-sale services. While brands like Volkswagen and Nissan India have certainly stepped up their game, popular middle-class car manufacturers like Maruti Suzuki and Honda have yet to achieve the coveted 5-star ratings.