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Lexus still on top for customer satisfaction
Frontrunner: Lexus regional operations manager James Szabo accepts the 2015 Car Manufacturer of the Year award from Roy Morgan Research CEO Michele Levine.
Annual Roy Morgan Research Customer Satisfaction Awards put Lexus ahead of pack
23 February 2016
LEXUS has again claimed the Car Manufacturer of the Year title in the Roy
Morgan Customer Satisfaction Awards, winning for the third time since the
program was established five years ago.
This is the Japanese luxury brand’s second successive win in the Roy Morgan
awards, reinforcing its position as a leader in the industry for customer
service after falling out of the top five in 2012 before climbing back to
second position in 2013.
It also took out the automotive category in the inaugural 2011 awards, while
Mercedes-Benz was decreed the number-one car-maker in 2012 and Volvo was the
top brand in 2013.
The awards are based on the results of Roy Morgan Research’s ‘single source’
surveys of 50,000 ordinary Australians and 12,000 business decision-makers
throughout the year.
The surveys cover drivers of both new and used vehicles and applies to all
As was the case in the 2014 awards, Lexus put in a dominant performance last
year, finishing on top of the monthly survey results for seven of the 12
Subaru and Isuzu Ute each claimed two Car Manufacturer of the Month awards –
Subaru’s came in February and March, Isuzu Ute’s in August and September –
while Renault was deemed the top brand in January.
Lexus’ regional operations manager for Victoria, Tasmania, South Australia and
Western Australia, James Szabo, accepted the award from Roy Morgan Research
chief executive Michele Levine at a gala event in Melbourne last week.
Ms Levine said the awards – which cover a broad range of industry sectors and
included 32 winners this time around – recognised a vibrant mix of Australian
businesses, celebrating their “tireless commitment to customer satisfaction”.
“From industries as diverse as automotive and utilities, banking and retail,
all of the 2015 award winners have one thing in common: they go the extra mile
for their customers and their customers recognise their efforts,” she said.
Ms Levine also claimed that the awards were “widely considered to be the most
accurate, reliable measure of customer satisfaction in Australia”.
“Results are calculated using 12 months’ worth of responses to our single
source surveys, allowing us to determine which businesses have most impressed
the Australian public and business sector with their excellence in customer
satisfaction,” she said.
Acknowledging the award, Lexus Australia chief executive Peter McGregor
described customer service as “the foundation of the Lexus business” and said
the company and its retail network was “unflinching in its dedication to
providing the highest levels of customer service”.
Lexus’ performance – and the emergence of Isuzu Ute – in the Roy Morgan program
is a significant indicator given they have not been not ranked in JD Power’s
influential Australian Customer Service Index (CSI) study due to small or
insufficient sample size.
In the JD Power study, which measures new-vehicle buyer satisfaction with the
service experience at authorised dealerships, Mercedes-Benz was again the
standout luxury car brand last year, remaining ahead of key rivals Audi and BMW.
Subaru, meanwhile, has been a consistently strong performer among the
mass-market brands since the local JD Power CSI study was initiated in 2010.