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Audi Ranked as Numero Uno Luxury Brand in India

Snapshot: Audi performed particularly well in the salesperson factor, while BMW grabbed the second spot.

Audi has been ranked as the number one brand in the luxury vehicle sales satisfaction with a score of 888 on a 1,000-point scale by the J.D. Power 2015 India Sales Satisfaction Index (SSI). Audi performed particularly well in the salesperson factor. BMW was second at 885. The 2015 India Sales Satisfaction Index Study for luxury brands is based on responses from 244 new-vehicle owners who purchased their vehicles between September 2014 and April 2015. The study was fielded from March through July 2015.

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“Given the fact that the purchase of a luxury vehicle in India demonstrates the pinnacle of financial and social status, it would be prudent for dealerships to engage with shoppers in a constructive manner, such as proactive communications during the purchase process,” said Mohit Arora, executive director, J.D. Power Singapore. “Dealerships need to clearly identify and implement structured processes that allow shoppers to have an engaging buying experience.” Now in its 16th year, the study examines seven factors that contribute to new-vehicle owners’ overall satisfaction with their sales experience (listed in order of importance): delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal.

The misconception is that luxury-vehicle buyers in India, who tend to be more affluent than mass market-vehicle buyers and often own multiple vehicles, spend very little time and effort during the purchase process. The study finds that the contrary is true: luxury-vehicle buyers in India are quite involved in the overall purchase experience. More than one-third (35%) of these buyers shop around for other models, with 45 percent of them using the Internet as one of their key information sources. Furthermore, luxury-vehicle buyers visit an average of three dealerships during the shopping process, with 80 percent of them test driving the vehicle they are considering before purchasing.

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