Honda Strikes The Right Note With Women

Honda Strikes The Right Note With Women


More women are buying cars from Honda dealers than ever before, according to data released from National Car Buyers Survey (NCBS). The percentage of female car buyers has increased from 30% in 2000 to 37% in 2005 - during the same period the national trend has seen a reduction of 2%. The key to Honda’s success seems to be in knowing how to treat their female customers.

Latest findings from SpeakBack, the Honda UK customer satisfaction programme which has surveyed over 50,000 Honda customers, back up the data from NCBS. These findings indicate women who buy cars from Honda are happier with sales and service. These findings are opposite to that of the national trend.

  • 54% of women visiting Honda dealers rated the sales as excellent, with 33% scoring the dealers as very good.
  • 36% of women visiting Honda dealers rated the service which they received as excellent, with 38% scoring the dealers as very good.

In a recent Auto Express Driver Power Survey, which focused on dealerships, Honda came 2nd in the industry overall, an outstanding achievement. Listed below are the individual categories which are relevant to Honda’s position and percentage score:

  • Helpfulness and Attitude, 2nd, 86.4%
  • Highest Standard of Workmanship, 2nd, 92.5%
  • Best Cleanliness and Atmosphere, 4th, 90.9%
  • Best Technical Knowledge, 3rd, 87.7%
  • Best Communication, 2nd, 91%

Results from the three surveys show Honda’s commitment to total customer satisfaction is paying off. Honda appeals to a wider segment of the population and this will help drive future sales increases in 2006.

Published 8 May 2006 Melanie Carter

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