Lexus Ranks Highest in Customer Satisfaction with OEM Navigation Systems among Luxury Brands; Subaru Ranks Highest among Mass Market Brands

TOKYO: 16 October 2014 — Owners who attempt to use their smartphone with their vehicle’s telematics service and have difficulties connecting the two devices get frustrated and sometime give up using the telematics services altogether, according to the J.D. Power Asia Pacific 2014 Japan Navigation Systems Customer Satisfaction Index StudySM—OEM released today.

Now in its seventh year, the study measures satisfaction with factory- and dealer-installed navigation systems such as in-vehicle information systems, including music and video player functions and telematics services—in addition to search and guidance functions. Satisfaction is examined in four factors (listed in order of importance): navigation function (39%); infotainment equipment (21%); operation/ user interface (20%); and screen (19%). Overall satisfaction scores are calculated based on customer evaluations of multiple attributes of these factors and are based on a 1,000-point scale.

The study finds that 15.3 percent of owners in 2014 do not use telematics service in their vehicle because it is “too bothersome to connect” to the system from their smartphone, an increase from 3.2 percent in 2013.

“Owners, frequently indicate that they want to use external devices, such as a smartphone, to connect with their in-vehicle systems for new services such as telematics,” said Taku Kimoto, executive director of the automotive division at J.D. Power Asia Pacific, Tokyo. “However, those who actually use such devices often have a problem with the ease of connectivity or paring. Manufacturers need to resolve and support those problems to avoid customers losing interest in factory-installed systems.”

Overall satisfaction with navigation systems averages 521 points in 2014, down from 525 in 2013. Overall satisfaction in the luxury brand segment averages 554 in 2014, down 3 points from 2013, while the mass market brand segment averages 518 in 2014, down 4 points from 2013. Driving the decline in overall satisfaction is a drop in performance across all factors.

Key Findings

  • Luxury brands outperform mass market brands in all factors, with a notable 62-point gap in infotainment equipment; 36-point gap in navigation function; and 33-point gap in screen.
  • Problems have a significant impact on satisfaction. Among owners who experience no problems with their navigation system, satisfaction averages 548; however, when owners experience one or more problems, satisfaction drops to 482.
  • Satisfaction averages 579 among owners who indicate no concerns and experience no inconvenience with the navigation function, operation/ user interface, infotainment equipment or screen, compared with 505 among owners who do have concerns and experience inconvenience with their system.
  • Overall satisfaction among owners who indicate they would purchase an aftermarket navigation system, personal navigation device or mobile phone navigation application is 471, which is 50 points lower than industry average.

2014 Ranking Highlights

Lexus ranks highest in the luxury brand segment for a third consecutive year, with an overall score of 601.

Subaru ranks highest in the mass market brand segment for a second consecutive year, with a score of 546. Toyota ranks second (531) and Volkswagen third (525).

The 2014 Japan Navigation Systems Customer Satisfaction Index Study is based on responses from 6,361 vehicle owners who purchased a new vehicle equipped with an OEM navigation system between April 2012 and March 2014. The Internet study was fielded from July to August 2014.

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand and Vietnam. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at japan.jdpower.com.

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