Satisfaction* is determined by drivers indicating they are either ‘fairly’ or ‘very’ satisfied with the vehicle they currently drive. Toyota is leading the local manufacturers, well ahead of Holden and Ford which sit at 7th and 9th place respectively. 

Of the mid-volume importers, Subaru has the highest level of satisfaction, closely followed by Honda, Mazda and Volkswagen.


Satisfaction with Car Driven


Source: Roy Morgan Single Source (Australia); July 2009 – June 2010. Base: All Drivers n = 42,659.
*Satisfaction = ‘very’ satisfied or ‘fairly’ satisfied


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Satisfaction is a key driver of Brand Loyalty with satisfied drivers more likely to consider purchasing the same make than those who are dissatisfied with their current vehicle. Subaru’s strong satisfaction levels coincide well with a high level of Brand Loyalty amongst its drivers; placing it first among the main manufacturers.

“High levels of satisfaction and brand loyalty are essential for any brand wishing to maximise retention of their existing customer base.  To ensure growth, that same positioning must also be flexible enough to resonate with potential new car buyers currently driving other makes.”

Click here to purchase the detailed Roy Morgan Automotive Currency Report.

This report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.