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Russian auto dealers determine their satisfaction index
Ernst & Young survey shows the preferences of auto dealers
Moscow, 2 September 2009. Ernst & Young has announced the findings of the third survey conducted among Russian auto dealers, giving insight into dealer satisfaction with automakers operating in Russia. With the domestic automotive market slowing for the past six months, this survey on dealer satisfaction is one of the few instruments to assess automakers' crisis-management efforts in supporting dealer networks. The top picks were Audi, Citroen and KIA Motors, pointing to the significant efforts from these manufacturers over the past months in supporting their dealer networks.
The survey, conducted in August 2009, was initiated by the Russian Auto Dealers Association (ROAD) and coordinated by Ernst & Young as an independent advisory firm. Respondents included major Russian auto dealers, collectively accounting for 25% of the Russian auto market. The customary set of issues — covering sales of new cars, after sales servicing, advertising and promotion, financial relations, communications (support relationships with the dealer and information sharing regarding future plans) — was expanded this time to include retention and development of the dealer network. Additionally, apart from rankings, survey respondents were able to provide detailed comments.
- This August, Russian dealers selling new cars were best supported by Audi, Toyota and Suzuki. While Audi was already top rated in the last two surveys, Suzuki has significantly improved its position to rank among the three leading sales supporters.
- Audi, Skoda and Hyundai are the leading after-sales service providers. Audi was among the top preferences in the previous surveys and this year came in first. Skoda moved up one place from last year, while Hyundai ranks among the top three for the first time.
- This year, Land Rover, Audi and Peugeot were top rated in terms of advertising and promotion. While Land Rover and Audi continue to be among the top picks, Peugeot's average score has substantially grown since last year.
- French Citroen is the leader in building financial relations with dealers. Audi and Kia took second and third place, respectively. Citroen has shown impressive results during the past six months, while Audi and Kia have also made efforts to hold on to their leadership positions.
- The communications category yielded no surprises: Audi, Land Rover and Toyota provided the best feedback and shared their plans with dealers on a timely basis.
Figure 1. Combined dealer satisfaction index by brands, August 2009
"According to the combined satisfaction index, Audi takes the lead. Relations built by this manufacturer have safely weathered the crisis. We are also happy to see the success of Citroen, having significantly improved its performance in the last six months, and KIA Motors, whose policy was strongly praised by dealers over the recent years. Land Rover, the winner of the last year survey, and Skoda also appeared among the top five manufacturers," said Ivan Bonchev, Automotive Group Leader at Ernst & Young. "Ernst & Young is currently preparing a detailed analytical report on each issue of the survey and combined index. In association with ROAD, Ernst & Young conducts this survey semi-annually, as its findings contain valuable information on the development of Russia's automotive market and are of interest to all its participants."
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Ernst & Young expands its services and resources in accordance with clients’ needs throughout the CIS. 3,700 professionals work at 16 offices throughout the CIS in Moscow, St. Petersburg, Novosibirsk, Ekaterinburg, Togliatti, Yuzhno-Sakhalinsk, Almaty, Astana, Atyrau, Baku, Kyiv, Donetsk, Tashkent, Tbilisi, Yerevan and Minsk.
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Russian Auto Dealers Association is a unique nationwide professional union of authorized dealers of passenger and commercial motor transport. ROAD was established in 1994. Today, among its effective members are 60 dealers from all regions of Russia.
For more information, please visit www.asroad.org.