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Toyota Quality Evident in Ipsos Study

On Sep 30 2014 07:02:32

Ipsos South Africa released the 2014 product quality and customer experience awards winners and amongst the 18 brands from 12 manufacturers that participate, the quality that is synonymous with Toyota South African Motors was evident.

Toyota dominated in the light commercial vehicle category with best LCV brand overall (PP100 score of 39), best one-ton single cab brand overall (39), best one-ton double cab brand overall (39) and best local plant manufacturing light commercials (38).

“Quality has always been a big aspect in the customer’s decision to purchase a vehicle. We believe that the nature of the industry has required higher standard overall including quality and customer experience. At the centre of Toyota is the philosophy of Quality, Reliability and Durability. We endeavour to maintain a high standard of quality,” says Calvyn Hamman, Senior Vice President Sales and Marketing.

In addition, Toyota also won a silver award in the best volume passenger car brand and a bronze award in the best local plant making passenger cars category scoring 28 in both categories. Toyota also won three gold awards in the eleven sub categories which make up the passenger section including Toyota Auris (Top Hatch), Toyota Avanza (Multi-Purpose Vehicle – MPV), and Toyota FJ Cruiser (Small Recreational Vehicle - RV).

This is the largest study of this kind in South Africa and forms part of Ipsos’ Syndicated Automotive Research. The study currently talks to more than 10 000 vehicle owners each year. The quality survey takes place three months after purchasing a new vehicle to ascertain any problems experienced with the vehicle.

The industry average number of problems per 100 vehicles (PP100) has remained around the 40 mark since 2011, which is a huge improvement since 2005 when this measurement indicated a score of over 140 problems per 100 vehicles recorded.

The second part of the study was the Customer Experience section which delves into the customer’s experience at the dealership.
Toyota took top honours in the LCV service experience category and Lexus was awarded gold for Passenger vehicle service. Overall Toyota scored a silver for Passenger vehicle purchase experience and a bronze for service experience and another silver for LCV purchase experience.


“We work hard with our dealers to ensure we maintain a high customer experience levels. We have implemented various programmes to assist dealers with standardising the experience for all customers,” adds Hamman.

"We appreciate and welcome feedback from our customers.”

“We would like to congratulate our dealers for the excellent result. We are proud of the work that you do for us and will continue to support you through this journey. Our target is to be Number 1 in CCE and with the support of our dealers, we are sure that this will come to fruition,” conclude Hamman.