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The Mercury Cars Guide : August 7th 2010
8--- Classifieds 62 300 400 • carsguide.com.au Saturday, August 7, 2010 NEWS Car recommendation Social media's selling power RECOMMENDED: Subaru tops the list of car makes that consumers would suggest to friends. DESPITE several Toyota vehicle safety recalls this year, Australia's top- selling car company has rated third in a consumer recommendation survey behind Subaru and Honda. The online survey, released by Brisbane consulting firm Engaged Marketing, shows the three companies ''significantly outperformed'' Australian companies Ford and Holden, according to company director Chris Roberts. ''I suspected the Toyota recalls would have had an effect, but they actually ranked well,'' he says. ''Recommendations are impacted by media reports, but when you look at it it's more about what the product really does and how it performs. ''Price is not as strong a recommendation as how the product performs. People want quality more than price.'' The company's first customer research to involve car companies listed Subaru at the top with 35 per cent of its customers likely to recommend the vehicle to friends and colleagues. ''Our research shows that for every one negative comment made about a particular car, it takes around five positive referrals to negate that damage,'' Roberts says. He says that of the 12 million registered passenger vehicles in Australia, there may be as many as 17 million negative comments being made by customers about their car company every year. Three companies achieved negative scores. ''It seems certain that some car companies in particular have huge potential to grow simply by focusing on improving their customer experiences and value propositions,'' he says. ''In the highly competitive car sales industry, achieving a positive customer experience first time is more important than ever. There has never been a more critical time to go back to basics and focus on the customer.'' The survey asked 1720 vehicle owners to rate their experience and rank companies on whether they would recommend them. It showed that recommendations from friends or family - particularly on social media networks such as Facebook - were the biggest influence on decisions of 45 per cent of consumers. ''The continued strong utilisation of social media injects an additional element of urgency because everyone knows word of mouth is the most effective marketing channel available to customers,'' Roberts says. The survey included other non- automotive companies and only listed car companies mentioned by customers. Some of the comprehensive report's findings are available only to companies that purchase the information. MARK HINCHLIFFE loyalty leaders Percentages of customers who would recommend the brand 1 Subaru (35%) 2 Honda (19%) 3 Toyota (13%) 4 Mazda (12%) 5 Hyundai (3%) 6 Nissan (1%) 7 Holden (-3%) 8 Ford (-13%) 9 Mitsubishi (-18%) Source: Engaged Marketing $1,000 BONUS CASHBACK across the Territory range.‡ FOCUS LX AUTO $23,990 DRIVEAWAY† Price includes prestige colours speed utom tic wit e uenti l ports i t Economic l . L engine, . L/1 km* Du l ront nd side curt in irb gs Dyn mic t bility Control MP3/iPod connectivity~ FIESTA LX 5 DOOR $17,990 DRIVEAWAY† Price includes prestige colours uel e cient 1.6L engine, 6.1L/1 km wit m nu l tr nsmission* Driver nd ront p ssenger irb gs MP3/iPod connectivity~ luetoot wit Voice Control# ESCAPE $27,990 DRIVEAWAY† Price includes prestige colours uel econ. 9. L/1 km* A wit Electronic r ke orce Distribution Roo r ck wit cross b rs ront og lig ts TERRITORY TX RWD $35,990 DRIVEAWAY† A TER YOUR $1 ONU CA H AC ‡ Price includes prestige colours Du l ront nd side curt in irb gs Cruise Control Dyn mic t bility Control †Limited offers available on new vehicles at Tilford. Private and ABN buyers only. Tilford and Ford Australia reserve the right to change or extend these offers. ‡Private and ABN buyers only. Excludes government, national fleet, rental and Privilege Club buyers. *Figures obtained from controlled tests using ADR81/02. Actual fuel consumption will depend on many factors including driving habits, prevailing conditions and your vehicle s equipment, condition and use. Focus LX manual 7.1L/100km. #Bluetooth is a registered trademark of Bluetooth SIG Inc., and is used under licence. ~iPod is a trademark of Apple Inc. ^When fitted with a Genuine Ford heavy duty towpack and load levelling kit. Manual models only. Subject to State and Territory regulations. DTA0424_HM TILFORD PTY LTD 6234 0200
July 31st 2010
August 14th 2010