FRIDAY, March 29, 2024
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SUVs appeal most to new-vehicle buyers: study

SUVs appeal most to new-vehicle buyers: study

Sport utility vehicles were more appealing to new-vehicle owners in Thailand than pickup trucks, passenger cars or multi-purpose vehicles (MPVs) in 2014, according to the JD Power Asia Pacific 2014 Thailand Automotive Performance, Execution and Layout (AP

“The utility vehicle segment is gaining momentum in Thailand, driven by strong appeal of both new full-size and, more recently, compact SUV models,” JD Power Asia Pacific senior manager Loic Pean said. “While luxury and premium midsize sedan cars remain the most desired at the segment level, new-vehicle buyers enjoy the look and feel of these new sport utility vehicles, particularly their driving dynamics, visibility and driving safety features under various driving conditions. They are also attracted to the interior design and affordable pricing.” 
The APEAL study looked at what satisfies owners in Thailand regarding their new vehicle’s performance and design during the first two to six months of ownership. The study examined nearly 100 attributes in 10 vehicle categories: exterior; interior; storage and space; audio/ entertainment/ navigation; seats; HVAC; driving dynamics; engine/ transmission; visibility and driving safety; and fuel economy. The study has as an index score based on a 1,000-point scale, with a higher score indicating higher satisfaction.
Among the 83 models included in the study, the following rank highest in their respective segments:
l Four models from Mazda – Mazda2 Elegance (tie); Mazda3; CX-5 (tie); and BT-50 PRO Hi-Racer D-Cab.
l Four models from Toyota – Yaris; Fortuner (tie); Hilux Vigo Champ S-Cab; and Hilux Vigo Champ Prerunner Smart Cab.
l Two models from Honda – City (tie) and Accord.
l The study was based on evaluations from 4,877 owners who purchased a new vehicle between October 2013 and June 2014. The study covered 12 different brands that included 83 different passenger car, pickup truck and utility vehicle models. The study was fielded between April and August 2014.
Key findings* Overall APEAL averages 905 in 2014, up from 903 in 2013. 
l Sport utility vehicles (SUVs) achieved the highest APEAL score among body styles (914). At the segment level, premium midsize cars and full-size SUVs earned the highest scores (931 and 917, respectively).
l Among passenger car owners, the importance of seats in 2014 (13%) increased from 2013 (11%). In the pickup segments, new-vehicle owners were most concerned with visibility and driving safety (16%), which is the most improved vehicle category (+4 percentage points) from 2013. Among utility vehicle owners, the importance of visibility and driving safety increased notably to 12 per cent in 2014 from 8 per cent in 2013, and driving dynamics increased to 14 per cent from 10 per cent year over year.
l Satisfaction in most vehicle categories remained on par or improved, except in seats 
(-1 point) and fuel economy (-5 points).
l Satisfaction is higher among new-vehicle owners who were informed about the fuel efficiency of their vehicle by the dealer prior to purchase (909) than among those who were not informed (904).
l The study found a close relationship with customer satisfaction and brand re-purchase intentions. Among customers who were highly satisfied (providing a satisfaction rating of 10 on a 10-point scale) with overall vehicle attractiveness, 60 per cent said they “definitely would” repurchase the same brand. When customers were less satisfied with their vehicle’s attractiveness (ratings of 8 or 9 points), an intention to repurchase dropped to 42 per cent. Among disappointed or indifferent customers (ratings of 1 to 7 points), the intention to repurchase dropped significantly to 6 per cent. 
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