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Discussion Starter · #1 ·'s in SA, but still out pacing Toyota/VW in any category is impressive/a step in the right direction!

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Hyundai Rocks Motor Industry Boat

Posted by admin | November 7th, 2012 | 0 Comments

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Hyundai is snapping at the heels of well-entrenched market leaders Toyota and Volkswagen and is a serious competitor in the high-volume light and compact hatchback and saloon segments of the market, new research has revealed.

According to the 2012 SA Autobrand Survey, produced by RamsayMedia Research Solutions, Hyundai outranks Toyota and VW in a number of categories, emerging as the vehicle marque most liked or loved by owners in this segment – 62 per cent compared to Toyota and VW’s 56 per cent – and outperforming the two competitors in terms of overall vehicle satisfaction.

Hyundai owners are also the most likely to rate the maintenance costs of their vehicles as excellent (37 per cent) – the highest of all 18 marques assessed in the survey.

“Whatever Hyundai is doing, it is clearly finding favour with South African motorists. As many pundits predicted, the Korean marque is closing the gap and the established brands need to up their game to retain market share,” commented Alan Todd RMRS partner.

The automotive survey, now in its second year, reveals that Audi, BMW and Mercedes-Benz still score highest for excellent quality, while Audi has gained some ground to claim top spot overall across all of the vehicle ratings, followed closely by BMW, Mercedes-Benz, Honda and Hyundai.

Other highlights to emerge from the research show that motorists are increasingly looking to affordable parts and good service contracts to help them cope with spiralling costs, many vehicle owners are disillusioned by the post-purchase experience, and vehicle attractiveness, service excellence and cost of ownership are key factors in the purchasing decision.

The 2012 SA AutoBrand Survey polled the views of some 6 500 car enthusiasts, making it the biggest and most comprehensive stand-alone survey of the SA motor vehicle market. It targeted readers of RamsayMedia titles, which include CAR, Leisure Wheels, Automobil and Toyota Zone, as well as the members of Retail Motor Industry (RMI), and measured customers’ satisfaction as well their needs and perceptions in respect of all the automotive brands on the market – an audience Todd described as “an expert, informed base of major purchase decision-makers and influencers”.

The 400-page research findings are available for purchase and will prove an invaluable strategic tool for motor manufacturers looking for intelligence concerning their own and competitors’ marques, said Todd.

Further information is available from Alan Todd at [email protected] or RMRS general manager Andrew Stodel at [email protected]
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