J.D. Power and Associates Reports: Customer Satisfaction with the Motorcycle Ownership Experience Reaches Record-High Levels
with the motorcycle ownership experience has increased for a sixth consecutive
year to a record-high level, according to the J.D. Power and Associates 2008
Motorcycle Competitive Information Study(SM) released today.
(Logo: http://www.newscom.com/cgi-bin/prnh/20050527/LAF028LOGO-b)
Now in its 11th year, the study measures owner satisfaction with new
motorcycles by examining five major components of the overall ownership
experience: product; quality; cost of ownership; sales; and service.
Overall motorcycle ownership satisfaction averages 814 (based on a
1,000-point scale) in 2008, up 5 points from 2007. While all five components
driving satisfaction improve in 2008, the most notable increases occur in the
areas of cost of ownership and product quality.
Overall, satisfaction with cost of ownership has increased steadily over
time. In 2008, satisfaction with cost of ownership improves by 11 points from
2007 to an average of 707. In addition, 18 percent of owners in 2008 report
that the cost of owning their motorcycles is “outstanding” (a rating of 10 on
a 10-point scale), compared with only 10 percent of customers in 2005 who
indicated the same. Furthermore, 30 percent of motorcycle owners in 2008
indicate that the value they received for the price paid is “outstanding,”
compared with 21 percent in 2005.
The study finds that product quality has improved in 2008, compared with
2007, primarily due to a decrease in owner-reported problems. The overall
number of problems reported averages 152 problems per 100 vehicles
(PP100)-down 8 PP100 from 2007. In addition, the number of owners who report
having a problem-free experience with their motorcycle averages 42 percent in
2008, an improvement of 3 percentage points, compared with 2007.
“Despite the fact that owners report paying 14 percent more for their
motorcycles this year, they are also more satisfied with the value received
for the money spent,” said
practice at J.D. Power and Associates. “There are several motorcycle models
with a higher price point that owners have indicated are a particularly good
value for the money. This demonstrates that if you make a superior product,
consumers are willing to pay a higher price for it because they believe it to
be an excellent value.”
The study also finds that the industry continues to struggle with
attracting younger, first-time motorcycle buyers.
“Since 2001, the average age of motorcycle owners has increased from 40 to
47 years,” said Fox. “This indicates that the current population of motorcycle
buyers is aging, and a large proportion of these owners are likely to soon
exit the market. Because first-time motorcycle buyers comprise 22 percent of
all new motorcycle purchases — a figure has remained relatively flat since
2001 — it is critical for manufacturers to focus on attracting first-time and
younger buyers — primarily those in the Gen X and Y demographics — in order
to ensure continued growth in this market.”
The study also includes the following findings:
— Among motorcycle owners who visit a dealer for repair work, 79 percent
report that the repair was performed correctly the first time — an increase
of four percentage points from 2007.
— The two problems that have the greatest negative impact on overall
product satisfaction are rough paint and engines that overheat. Other problems
that have a particularly strong impact on satisfaction include gearshift
issues, lacking power, and the ride being too stiff or too soft.
— During the past seven years, satisfaction with the engine and
transmission has shown the greatest improvement among product-related aspects.
The 2008 Motorcycle Competitive Information Study includes responses from
7,334 owners who purchased new on-road or dual-sport motorcycles between
2008
About J.D. Power and Associates
Headquartered in
global marketing information services company operating in key business
sectors including market research, forecasting, performance improvement,
training and customer satisfaction. The company’s quality and satisfaction
measurements are based on responses from millions of consumers annually. For
more information on car reviews and ratings, car insurance, health insurance,
cell phone ratings, and more, please visit JDPower.com. J.D. Power and
Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global
information services provider meeting worldwide needs in the financial
services, education and business information markets through leading brands
such as Standard & Poor’s, McGraw-Hill Education, BusinessWeek and J.D. Power
and Associates. The Corporation has more than 280 offices in 40 countries.
Sales in 2007 were
http://www.mcgraw-hill.com.
J.D. Power and Associates Media Relations Contacts:
Jeff Perlman; Brandware Public Relations; Agoura Hills, Calif.;
(818)706-1915; jperlman@brandwaregroup.com
John Tews; Troy, Mich.; (248) 312-4119; john.tews@jdpa.com
No advertising or other promotional use can be made of the information in
this release without the express prior written consent of J.D. Power and
Associates. http://www.jdpower.com/corporate
SOURCE J.D. Power and Associates