The Korean car manufacturer finished ahead of the industry with a total of 842 points. Suzuki followed closely in second with 831 points, while Toyota—the country's leading carmaker in terms of sales—finished in third place with 826 points.
Capping off the top five companies are Hyundai (821 points) and Ford (820 points), which finished in fourth and fifth place, respectively. The last five carmakers all fall below the industry average of 820 points, including Chevrolet, Isuzu, Honda, Nissan and Mitsubishi. You can check out the full results of the study in the infographic below.
Factors taken into account for the study include sales consultant, dealer facility, delivery process, paperwork completion, working out the deal, and dealer website.
This year's survey also revealed a handful of interesting things about the Philippine market, too. More young buyers aged below 29 years old are incorporating both online and offline experiences—like actually visiting dealerships—into their car-buying experience. Younger buyers were also found to be more likely to follow recommendations from a dealer, salesperson, or in-mall displays.
"The use of such digital tools as virtual and augmented reality demonstrations, 'live' consultations and videos of car-driving experiences are likely to provide a more engaging purchase journey, while equipping sales consultants with deep product knowledge, encouraging interaction with product specialists and offering test drives are likely to enhance the in-store experience," says J.D. Power country manager Sigfred Doloroso.
"When deciding on their next vehicle, younger buyers are not just looking online, so it is crucial for manufacturers to redefine both their digital and traditional strategy if they want to improve the customer experience."
Will the positive findings regarding Kia's new-car sale experience entice you to consider the brand in the future?