KOREAN automaker Kia, distributed locally by Columbian Autocar Corporation, posted the highest sales satisfaction level in the country, according to the latest sales satisfaction index study of research and consulting services firm J.D. Power.
The J.D. Power 2018 Philippines Sales Satisfaction Index (SSI) study showed that Kia finished ahead of the industry and bested out other automotive brands with an overall score of 842.
Moreover, the survey also revealed that Kia bagged the highest Power Circle Ranking for Consumers at 5 Circles, proving that Kia sales practices are among the best in the Philippine automotive market.
This year’s SSI study is based on responses from 2,072 new-vehicle owners who purchased their vehicle between August 2017 and May 2018 and was fielded between February and July 2018.
Meanwhile, apart from ranking the automotive brands, the comprehensive study also revealed that more young buyers aged 29 years old below are incorporating both online and offline experiences—like actually visiting dealerships—into their car-buying experience.
The SSI study reported that when searching for a vehicle, nearly 60 percent of younger shoppers---particularly millennials---use the internet versus 43 percent of those 30 years and older. Additionally, 80 percent of younger buyers compare prices from different dealerships online versus 68 percent of older buyers.
Furthermore, when interacting with the dealer, 63 percent of younger buyers contact a dealership directly to schedule an appointment versus 54 percent of older buyers. At the dealership, 28 percent of younger buyers engage with a staff member with deep product knowledge, such as product specialists, compared with 20 percent of older buyers. In addition, 81 percent of younger buyers take a test drive versus 80 percent of older buyers.
“The use of such digital tools as virtual and augmented reality demonstrations, ‘live’ consultations and videos of car-driving experiences are likely to provide a more engaging purchase journey, while equipping sales consultants with deep product knowledge, encouraging interaction with product specialists and offering test drives are likely to enhance the in-store experience,” said J.D. Power Philippines country manager Sigfred M. Doloroso.
“When deciding on their next vehicle, younger buyers are not just looking online, so it is crucial for manufacturers to redefine both their digital and traditional strategy if they want to improve the customer experience,” he concluded.
In Pampanga, Kia is exclusively distributed by the LausAutoGroup, touted as the country’s largest auto conglomerate. The automotive brand has two dealerships in the province located at Jose abad Santos Avenue in the City of San Fernando and along M.A Roxas Avenue in Clark Freeport Zone.