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For several years, car dealerships have been at the forefront of the industry when it comes to customer satisfaction on the Norwegian Customer Barometer. This year, satisfaction from all auto dealers participating in the survey is declining, with the exception of Tesla.
Last year, electric car maker Tesla had the biggest drop among car dealers, a result that was called a disaster for the company. This year, Tesla is the only car dealer that is more satisfied than the year before. Thus, Tesla jumps from the worst in the industry, ranking 51st overall, to 16th this year. The 3.9 point increase is actually the sixth largest increase of all the companies included in the survey.
– Tesla has recovered after an explosion. They delivered many cars in a short time and were not ready to handle that situation, says Pål Silseth, project manager for the Norwegian customer barometer.
Norwegian barometer for customers
- The Norwegian Customer Barometer is a research project at BI Norwegian Business School, which annually measures satisfaction and loyalty among Norwegian consumers. Customers have an opportunity to speak their mind about the companies they buy goods and services from.
- The survey was conducted by Barcode Intelligence and Norstat Norway in collaboration with BI Norwegian School of Management.
- On behalf of the Norwegian Customer Barometer, Norstat has asked 6,320 consumers how satisfied they are with the companies with which they are repeat customers. In total, they have awarded 15,583 company ratings. The survey includes a total of 153 companies that sell goods or services that mean a lot to people’s private finances.
- The data collection period was from January to March 2020.
growing pains
It refers to when Tesla launched Model 3 releases in March last year. Among other things, a new record was set for the registration of a single model in one month, with the crazy Model 5315 registered in March. In total, nearly 15,500 new models were registered 3 last year, which is the highest number for a single model since Bobla approved 16,000 registrations in 1969.
– We have been through a period of growing pains, and this has not been a desirable situation. We will not let this progress become a mattress of rest, but we will also continue working on the next cars, says Even Sandvold Roland, Information Manager at Tesla Norway.
According to Roland, Tesla is the only car brand that does not use advertising, and therefore satisfied customers are very important to them.
“The fact that our customers are satisfied with our products and services is what drives our sales, so we are happy with this progress,” says Roland.
Lost clients
This year, Tesla has been loyal to Toyota and has the most loyal car customers of all. The car dealer with the least loyal customers is Nissan.
– 10 points decrease in loyalty is extremely high. This means that customers will never buy the brand again, says Silseth.
Nissan Leaf has been a very popular car in Norway. It is the best-selling electric car, with more than 60,000 sheets on Norwegian posters.
– Nissan will really fight in the future. When competitors come with their electric cars, Nissan won’t be able to keep up. They hit the jackpot for being in the right place at the right time. Nissan had cars available when no one else had them. That’s why they got so big, Silseth says.
Not recognize
Knut-Arne Marcussen at Nissan Norway does not recognize this information.
– We do not recognize that we have so little loyalty, on the contrary. We were the first in the mass production of electric cars in the world, and now we are in the second generation of Leaf. Ten years have passed since its launch in the fall. I think we have the future, electrification is part of our business strategy, and more models are coming to us, says Marcussen.(Terms)Copyright Dagens Næringsliv AS and / or our suppliers. We want you to share our cases using a link, which links directly to our pages. Copying or any other use of all or part of the content may only be made with written permission or as permitted by law. For more terms see here.
