Lexus Drives an Exceptional Customer Experience for Australian Motorists

Lexus Customer ExperienceSince the early 1980s, Lexus has been associated with luxury, quality, and an exceptional customer experience. And it appears that this trend will continue, especially in Australia, where the prestige automaker just earned the top honor in the April Roy Morgan Customer Satisfaction Awards. This means that Lexus’ self-proclaimed mission, the "Pursuit of Perfection," also extends to the customer engagement considerations it offers its passionate base of brand loyal followers.

After already winning Car Manufacturer of the Year in 2014, Lexus now led in overall automotive satisfaction and customer experience. The automaker accumulated an impressive 96% satisfaction ranking, which was enough to overtake Subaru and out perform BMW, its closest luxury competitor.

The Roy Morgan Research was based on a comprehensive Consumer Single Source survey, which delivers an accurate and objective look at the customer experience perceptions regarding how Australian drivers view their cars.

Beyond Lexus, the study demonstrated that, overall, the auto industry is very conscious of the way drivers feel. Every brand in the top 10 received a customer satisfaction rating above 90%. And many brands marked consistent improvements.Lexus Pursuit of Perfection

“Other makes that have improved recently are Volkswagen, Suzuki, Peugeot and BMW,” said Jordan Pakes, Roy Morgan Research, Automotive Industry Director. “Only one local manufacturer made it into the Top 10: Toyota, with a score just over 94%.”

Pakes also noted just how important it is for automakers to continue making customer satisfaction a top priority.

“With more than 45 brands competing for a share of the 1.1 million new cars sold each year, ensuring that existing owners are satisfied is crucial,” he continued. “The average brand loyalty levels for the industry are just under 50%, which means that on average half of all drivers who are in the market for a new car are looking to stay with the same brand. Obviously satisfaction with your current car will have a big impact when it comes time to decide whether to remain loyal or switch to a competitor brand.”

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