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TVS
Centra Leads in Total Customer Satisfaction in the Competitive Executive
Bike Segment
Manufacturers
offering small car models to benefit from the motorcycle owners
intending to upgrade
New
Delhi, June 25th 2004… According to the findings of the 2004
total customer satisfaction study released today by leading market
information provider, TNS, the newly launched TVS Centra ranks highest
among the 'executive' bikes. Hero Honda models continue to perform
well in the high volume market segments, while Royal Enfield enjoys
a strong lead in the niche cruiser market.
Representing
the responses of more than six and a half thousand new-motorcycle
buyers towards the performance of over 30 models in the key areas
of sales satisfaction, product quality, motorcycle performance and
design, after-sales service, brand image, and cost-of-ownership,
the 2004 Motorcycle Total Customer Satisfaction (MTCS) study conducted
by TNS specialist division, TNS Automotive is the largest syndicated
motorcycle study in India. The TCS index score provides a measure
of commitment a given model or brand enjoys with its customers.
Joining
the TVS Centra in the coveted number one slot, the Hero Honda CD
Dawn, the Bajaj Pulsar, and the Royal Enfield Machismo emerge as
leaders in the standard, premium, and cruiser segments, respectively.
Furthermore, in addition to its top ranking customer satisfaction
score, the Centra records the industry-best fuel efficiency at 69.5
kilometers per litre according to the owner-reported data.
"The
industry average TCS score has improved marginally by one index
point from 2003," said Rajeev Lochan, General Manager of TNS
Automotive. "The study reveals that manufacturers are meeting
their customers' expectations in regards to performance & design
and product quality, but fall short in the areas of after-sales
service and cost of ownership." he added.
The
challenges in managing customer expectations over time as the length
of ownership increases is a finding common to both TNS' 2003 and
2004 studies. Compared to an average TCS score of 82 for 1 to 6
months owners, the score for post-warranty customers drops by seven
index points to 75.
"Hero
Honda, particularly Splendor, performs with a greater degree of
consistency in satisfying their customers throughout the ownership
period," comments Lochan. "The strong customer commitment
that Splendor enjoys is not surprising and is reflected in its equally
strong market place performance."
The
study finds that new models/ model variants such as Hero Honda Passion+,
Hero Honda Karizma, and TVS Centra have performed well in meeting
customer expectations, especially on performance & design.
"The
2003 study identified performance and design as one of the hidden
opportunities for the industry where the importance has strengthened
even further this year," adds Lochan. "Centra owners are
truly appreciative of their motorcycle's engine pickup, mileage,
and shock absorbers, which is reflected in its strong ratings on
these parameters."
In
addition to the customer evaluations on various aspects of their
ownership experience, this study also examines key trends in the
industry. Some of the emerging trends are:
·
Nearly one-fifth of owners surveyed indicate a preference for upgrading
to cars within the next three years. Among those intending to purchase
a new car in the near future, the budget ranges between rupees 2
to 4 lacs.
· Increase in owners purchasing additional/ replacement motorcycles.
Among owners who purchased a new bike in 2004, 26% bought it as
an additional/ replacement to another two-wheeler. This represents
an eight-percentage point increase compared to those who purchased
a new bike in 2001.
· Among makes currently not available in the market, Honda
finds a strong preference. The preference is significant among owners
of executive and premium bikes, particularly from Yamaha and Hero
Honda.
· Weak preference for Chinese bikes with over 70% owners
either unaware or rejecting the brand
"These
trends are indicative of a shift in the market composition and its
impact on future car sales," observes Lochan. "Small car
manufacturers will certainly benefit from the rapidly growing base
of motorcycle owners, while Honda's entry into the motorcycle market
will pose a stiff challenge to its competitors."
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