(NEW YORK) – U.S. luxury automobile consumers rank Audi highest in the 2013 Luxury Consumer Experience (LCEI) survey conducted by the independent and objective New York-based Luxury Institute. LCEI scores (1-10) are averages of wealthy respondents’ ratings across ten areas of consideration, including evaluations of the vehicles they own or lease, their dealership experience, and their overall brand buying and ownership experience.
In addition to earning the highest LCEI score (8.36) of the ten brands surveyed, Audi ranks first for the consistently superior design and quality materials of its cars. In addition, Audi’s dealership staff is recognized for being the most trustworthy and knowledgeable. Audi also leads other carmakers in terms of future repeat purchase intent, with 96% of respondents saying they would consider buying or leasing an Audi again based on their experience with the brand.
Lexus ranks closely behind Audi with an overall score of 8.34, based largely on the dealership experience and its positive representation of the brand. The Japanese automaker earns top honors for superior sales and service experiences, respectful dealership personnel, and long term relationship building. BMW (8.27) and Mercedes-Benz (8.06) rank third and fourth, respectively.
“Wealthy consumers’ perceptions of brand experience encompass everything from the physical quality of the car to interactions with the sales and service departments at dealerships,” says Luxury Institute CEO Milton Pedraza. “Especially at the high-end, luxury automakers must be aware of how people and products combine to affect a brand’s reputation.”
Survey participants reported $2.4 million average net worth and $283,000 average income.
About Luxury Institute (www.LuxuryInstitute.com)
The Luxury Institute is the objective and independent global voice of the high net-worth consumer. The Institute conducts extensive and actionable research with wealthy consumers about their behaviors and attitudes on customer experience best practices. In addition, we work closely with top-tier luxury brands to successfully transform their organizational cultures into more profitable customer-centric enterprises. Our Luxury CRM Culture consulting process leverages our fact-based research and enables luxury brands to dramatically Outbehave as well as Outperform their competition. The Luxury Institute also operates LuxuryBoard.com, a membership-based online research portal, and the Luxury CRM Association, a membership organization dedicated to building customer-centric luxury enterprises.