Honda And Toyota Dominates South African Auto Market

Japanese automakers have been known for their reliable vehicles which have become the favorite of most consumers. This can be clearly seen in the United States auto market where market share of Japanese automakers continue to increase while the Big Three's decline. This trend is not only seen in the United States though as according to J.D. Power and Associates, Honda and Toyota dominated the 2007 South Africa Customer Satisfaction Index.

According to The Auto Channel's report, the two Japanese automakers received top ranks more than any other automaker. For Honda, the Civic, CR-V, FR-V, and the Jazz topped their respective segments. For Toyota, the Avensis, Hilux, the Land Cruiser Prado and the Tazz received the highest rating in their classes. The Customer Satisfaction Index is a study conducted by J.D. Power and Associates to gauge the level of satisfaction of customers regarding the vehicles that they have purchased.

According to The Auto Channel, J.D. Power and Associates, the study focuses on the first 10 to 21 months of ownership. Four factors covering 77 attributes are taken into consideration to gauge the satisfaction of customers. Of the four factors, the highest weight was given to the quality and reliability of vehicles which is given a weight of 32 percent. Aesthetics is second with a weight of 29 percent. Satisfaction of customers is also based on their experiences on the dealership which is given 19 percent. Last but not least is the cost of ownership which corresponds to 20 percent.

Brian Walters, the vice president of J.D. Power and Associates' Europe, Middle East, and Africa Operations, said that Honda and Toyota are showing their dedication to building quality vehicles. "Honda and Toyota models continue their strong performance in satisfying customers in South Africa," said Walters.

"In both 2006 and 2007, four Toyota models ranked highest in their respective segments, while Honda has led in nameplate rankings in both years. These results are a testament to the commitment to high quality that both brands demonstrate. In addition, Mercedes-Benz maintains its ranking in the top five for a second consecutive year and improves in an impressive manner since 2006," he expressed.

"The consistent improvement in overall satisfaction in the South Africa market is good news for consumers, franchised dealers and manufacturers," continued Walters. "However, there is still significant room for improvement. While customers seem to be more satisfied with vehicle quality and reliability as well as vehicle appeal, service satisfaction and ownership cost satisfaction levels are not on par." Honda is also the manufacturer of Acura vehicles and auto parts such as Acura cargo liners.