SGS GLOBAL WARRANTY SURVEY 2014 SURVEY OVERVIEW

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1 SGS GLOBAL WARRANTY SURVEY 2014 SURVEY OVERVIEW

2 WHAT DOES SGS DO IN AUTOMOTIVE? DRIVING PERFORMANCE AND SAFETY WORLDWIDE SOURCE We test materials and parts to OEM and industry standards to facilitate the supply chain BUILD We verify that manufacturer vehicle design and quality meets regulations and gains market access SELL We audit delivery and aftermarket operations to ensure quality and brand guidelines adherence POWER We enhance the design, construction and operation of motor vehicles, testing fuels, lubricants and usability SAFEGUARD Our vehicle testing centres worldwide verify safety and minimise environmental impact AMAZE Annette loves the feeling of going for a drive in her new car 2

3 FIRST INDEPENDENT GLOBAL WARRANTY SURVEY 20 TO 30 DEALERS per brand and market COVERING: USA, China, Germany, UK, France, Italy, Brazil and Argentina TOTAL: 26 BRANDS and 3,240 DEALERS globally CATI TELEPHONE INTERVIEWS with randomly selected dealers DURING: Q1 and Q2 of QUESTIONS 3

4 WHY A GLOBAL WARRANTY SURVEY? WARRANTIES ARE OF GROWING IMPORTANCE to OEM aftersales business TREND TO KEEP CUSTOMERS LOYAL with warranty and extended service programme LACK OF FOCUS TO THE EXECUTION vs. surveys which focus on single warranty elements (i.e. customer satisfaction, dealer payment terms) DATA MUST BE ACTIONABLE vs. traditional surveys which provide nonactionable data KNOWING HOW PROCESSES WORK IN THE FIELD is important for warranty managers NO COMPLETELY INDEPENDENT GLOBAL COMPETITIVE SURVEY AVAILABLE until now from SGS 4

5 GLOBAL BRAND GROUPING FOR PUBLICATION 5

6 EXECUTIVE SUMMARY 1. Asian and Premium OEMs provide easiest-to-work-with warranty operations 2. Clear winning brand overall (best in two regions) 3. Clear bottom group of OEMs across all countries 4. 7 of 10 dealers satisfied with ease of business, warranty labour rate and parts 5. Dealers in China and UK most satisfied 6. Dealers in Italy and Germany least satisfied 6

7 EXECUTIVE SUMMARY (CONT) 7. Dealers very satisfied with the field force teams throughout all countries and brands 8. Premium provides best goodwill/policy support (this remains an area of attention for FR/IT dealers) 9. 80% of dealer satisfied with the warranty IT system 10. Warranty audits widespread (except in the US) 7

8 HOW THE DATA IS ANALYSED 8

9 SGS GLOBAL WARRANTY SURVEY 2014 RESULTS OVERVIEW

10 WARRANTY ADMINISTRATION EASIEST FOR DEALERS OF MEDIUM ASIAN AND PREMIUM BRAND GROUPS HOW DO YOU RATE WARRANTY PROCESSING WITH YOUR OEM? ALMOST 75% OF MEDIUM ASIAN DEALERS FIND WARRANTY PROCESSING EASY MORE THAN 11% OF US AND EU DEALERS FIND WARRANTY PROCESSING COMPLICATED SAMPLE SIZE FOR GROUPS: 250 TO 560 DEALERS GLOBAL INDUSTRY AVERAGE: 68.3% 10

11 ONE BRAND EXCELS ONE GROUP OF BRANDS UNDERPERFORMS HOW DO YOU RATE WARRANTY ADMINISTRATION? ONE BRAND EXCELS: BEST RATINGS OVERALL AND BEST RESULTS IN BRAZIL AND EUROPE GAP BETWEEN EASIEST AND MOST COMPLICATED BRAND: 25% LOWEST RANKED BRAND PERFORMS WORST IN BRAZIL, EUROPE AND THE US SAMPLE SIZE FOR MOST BRANDS: 190 DEALERS 11

12 DEALERS INDICATE MOST BRANDS HAVE IMPROVED OVER THE LAST FIVE YEARS HOW HAS WARRANTY ADMINISTRATION DEVELOPED OVER THE PAST 5 YEARS? BRAND GROUP RATED BY DEALERS MOST IMPROVED OVER THE PAST FIVE YEARS: LARGE ASIAN BRAND WITH BEST OVERALL RATING IS ALSO DEEMED MOST IMPROVED 12

13 CHINA AND UK DEALERS: MOST POSITIVE HOW DO YOU RATE WARRANTY PROCESSING WITH YOUR OEM? SATISIFIED DEALERS: SIGNIFICANT VARIATION BETWEEN COUNTRIES DEALERS IN GERMANY AND ITALY MOST UNSATISFIED WITH WARRANTY PROCESSING OVERALL SATISFACTION GAP BETWEEN COUNTRIES: >40% 13

14 PREMIUM OEMs STRUGGLE IN THEIR KEY MARKETS (CHINA, US) HOW DO YOU RATE WARRANTY PROCESSING WITH YOUR OEM? PREMIUM OEMs: CHINA AND US DEALERS FIND WARRANTY PROCESSING MOST COMPLICATED ALMOST NO PREMIUM DEALERS IN ITALY RATE COMPLICATED NOTE: CHART INDICATES RESULTS FOR PREMIUM ONLY 14

15 FR/IT OEMs UNDERPERFOMING FOR DEALERS IN GERMANY AND ARGENTINA HOW DO YOU RATE WARRANTY PROCESSING WITH YOUR OEM? LOW RATINGS BY GERMAN DEALERS OF FRENCH AND ITALIAN BRANDS DEALERS IN ARGENTINA: HIGHEST COMPLICATED RATING >20% AND LOWEST EASY 42% NOTE: CHART INDICATES RESULTS FOR FR/IT BRAND GROUP ONLY 15

16 DEALERS IN CHINA VERY SATISFIED WITH WARRANTY AUDITS HOW SATISFIED ARE YOU WITH THE WARRANTY AUDIT? SIGNIFICANT GAP BETWEEN THE HIGHEST AND LOWEST SATISFACTION RATING: 40% GLOBAL INDUSTRY AVERAGE: 75.9% 94% OF DEALERS IN CHINA CONFIRM AUDITS TAKE PLACE BUT UP TO 100% FOR 8 BRANDS ONLY 45% OF US DEALERS CONFIRM KNOWLEDGE OF WARRANTY AUDITS 16

17 PREMIUM OEMs PERFORMING WELL FR/IT STILL WITH WORK TO DO HOW DO YOU RATE THE ACTUAL LEVEL OF GOODWILL POLICY THAT IS GIVEN BY YOUR MAIN BRAND? PREMIUM OEMs: MOST ADVANCED GOODWILL POLICIES SIMILAR SATISFACTION RATINGS WITHIN THE BRAND GROUPS POLICY AND GOODWILL LEVEL GLOBAL INDUSTRY AVERAGE: 75.3% ADMIN AND HANDLING GLOBAL INDUSTRY AVERAGE: 71.2% 17

18 DEALERS SATISFIED IN CHINA AND THE US; BUT RATE GERMANY AND ITALY POORLY HOW DO YOU RATE THE ACTUAL LEVEL OF GOODWILL POLICY THAT IS GIVEN BY YOUR MAIN BRAND? IN THE NUMBER ONE GOODWILL COUNTRY, GERMANY, OEMs HAVE THE MOST DISSATISFIED DEALERS COUNTRIES WITH LONG WARRANTIES SCORE HIGHEST FOR SATISFACTION CHINA OEMs: DEALERS MORE SATISFIED WITH THE LEVEL OF GOODWILL THAN THE ADMIN 18

19 PREMIUM OEMs RATE LOWEST FOR DISSATISFACTION WITH POLICY LEVELS HOW DO YOU RATE THE ACTUAL LEVEL OF GOODWILL POLICY THAT IS GIVEN BY YOUR MAIN BRAND? PREMIUM OEMs: HIGH PERFORMING BRANDS OVERALL VERY LOW DEALER DISSATISFACTION WITH PREMIUM BRANDS FRENCH AND ITALIAN BRANDS RATE IN THE BOTTOM FOR SATISFACTION 19

20 MEDIUM ASIAN DEALERS MOST SATISFIED WITH EXTENDED WARRANTY COVERAGE HOW DO YOU RATE THE COVERAGE OF THE EXTENDED WARRANTY OF YOUR OEM? FEW NUMBERS OF UNSATISFIED DEALERS FOR COVERAGE OF EXTENDED WARRANTIES MEDIUM ASIAN BRANDS OUTPERFORM PREMIUM ON SATISFACTION RATINGS EXTENDED WARRANTY COVERAGE GLOBAL INDUSTRY AVERAGE: 77.8% EXTENDED WARRANTY HANDLING GLOBAL INDUSTRY AVERAGE: 72.4% 20

21 70% OF DEALERS WORLDWIDE ARE HAPPY WITH THE P/H WARRANTY LABOUR RATE HOW SATISFIED ARE YOU WITH THE WARRANTY LABOUR RATE PER HOUR? SIMILAR RESULTS FOR BRAND GROUPS AS WITH OTHER QUESTIONS IN THE SURVEY BETWEEN 4% AND 11% OF DEALERS UNSATISFIED WITH PER HOUR WARRANTY LABOUR RATE OVERALL GAP BETWEEN BEST AND LOWEST PERFORMING BRAND: 24% GLOBAL INDUSTRY AVERAGE: 69.7% 21

22 LARGE SATISFACTION GAP BETWEEN COUNTRIES HOW SATISFIED ARE YOU WITH THE WARRANTY LABOUR RATE PER HOUR? UK DEALERS: MOST SATISFIED OVERALL GAP MOST TO LEAST SATISFIED COUNTRY: ALMOST 30% VERY SIMILAR INDUSTRY AVERAGE FOR PARTS REIMBURSEMENT: 1% HIGHER 22

23 HIGHEST AND LOWEST CORRELATIONS BETWEEN QUESTIONS CORRELATION ANALYSIS (r²) POLICY HANDLING AND IT IMPORTANT FOR OVERALL EASE OF BUSINESS LOW CORRELATION FOR FIELD FORCE AS VERY POSITIVE OVERALL 23

24 COMPARISON OF SURVEY ANSWERS BY EMPLOYEE GROUP EMPLOYEE GROUP ANSWERS DEALER PRINCIPALS FAR FROM INDUSTRY AVERAGE: WARRANTY PROCESSING NEGATIVE 16.1% DEALER PRINCIPALS FURTHER BELOW: POLICY NEGATIVE 22.8% GERMANY DEALER PRINCIPALS WITH WORST DEVIATION SCORES: NEGATIVE 33.7% DEALER PRINCIPALS: UK POSITIVE RESULTS IN THE US ALMOST 20% BELOW AVERAGE 24

25 COMPARISON OF SURVEY ANSWERS BY DEALER SIZE: SALES SURVEY ANSWERS BY DEALER SIZE: SALES DEALERS WITH LOW SALES FURTHEST FROM INDUSTRY AVERAGE: UP TO 10% DEALERS WITH HIGH SALES RATE ABOVE THE INDUSTRY AVERAGE ON EASE OF DOING BUSINESS 25

26 COMPARISON OF SURVEY ANSWERS BY DEALER SIZE: SERVICE SURVEY ANSWERS BY DEALER SIZE: JOBCARDS PER ANNUM DEALERS WITH LARGE SERVICE OPERATIONS TEND TO BE MOST NEGATIVE ON EASE OF BUSINESS MIXED PICTURE ACROSS ALL DEALER SIZES 26

27 CONCLUSIONS OEMs CAN VIEW THEIR COMPETITIVE POSITIONING AND ACT ACCORDINGLY CLEAR AREA OF ATTENTION DEFINABLE BY BRAND AND BRAND GROUP AFTERSALES PROCESS REQUIRES PERMANENT OPTIMISATION ANY CUSTOMER VISIT IS AN OPPORTUNITY TO INCREASE BRAND LOYALTY BRANDS WITH HANDLING OF GOODWILL OR WARRANTY CONTRACTS ISSUES ARE TAKING A RISK COMPETITIVE OEMs NEED TO ANALYSE WHAT PROCESSES NEED TO BE IMPROVED 27

28 WHERE TO ACT: GLOBAL VIEW OF COMPETITIVE WEAKNESSES Premium OEMs: US and China for overall ease of business Italy and France for goodwill policy Brazil for parts and labour French/Italian OEMs: France, Germany, Brazil and Argentina for overall ease of business Parts and labour in Brazil, Argentina, Germany, Italy Goodwill in Germany Extended warranties in Argentina 28

29 WHERE TO ACT: GLOBAL VIEW OF COMPETITIVE WEAKNESSES (CONT) German /US OEMs:, Italy, Germany, Brazil and Argentina for overall ease of business Goodwill in Italy and Germany Extended warranties in Brazil Labour and parts in Germany Asian OEMs: China, Brazil and Germany for overall ease of business Labour and parts in Italy, Germany and Brazil (especially Large Asian) Goodwill in Germany 29

30 COUNTRY SURVEYS AND SGS CONTACTS FIVE INDIVIDUAL COUNTRY/CLUS TER SURVEYS AVAILABLE LOCAL SURVEY PRICE WITH ALL BRAND DETAILS FOR ONE COUNTRY/ CLUSTER: CHF 10,000 GLOBAL SURVEY WITH ALL BRAND DETAILS: CHF 30,000 COUNTRY/ CLUSTER: ARGENTINA BRAZIL CHINA EU-(DE/FR/IT/UK) US GLOBAL WARRANTY SURVEY SYNOPSIS WHITEPAPER AVAILABLE END OF SEPTEMBER CONTACT: AUTOMOTIVE- SGS.COM OR:ROLAND.GA 30

31 SGS GLOBAL WARRANTY SURVEY 2014 SURVEY DETAILS

32 SIZE OF DEALERS RESPONDING DEALER SIZES WERE WELL SPREAD BASED ON BOTH NEW VEHICLE SALES AND JOB CARDS 32

33 SURVEY RESPONDENTS THE MAJORITY OF THE RESPONDENTS WERE WARRANTY ADMINISTRATORS 33

34 STRUCTURE OF THE SURVEY AND DISTRIBUTION OF BRANDS ACROSS COUNTRIES COUNTRY GERMANY UK ITALY FRANCE USA CHINA BRAZIL ARGENTINA GLOBAL SAMPLE Brands Audi Audi Audi Audi Audi Audi Audi Audi 190 BMW BMW BMW BMW BMW BMW BMW BMW 190 Citroen Citroen Citroen Citroen Citroen Citroen Citroen 160 Fiat Fiat Fiat Fiat Chrysler Fiat Fiat 160 Ford Ford Ford Ford Ford Ford Ford Ford 190 Hyundai Hyundai Hyundai Hyundai Hyundai Hyundai Hyundai Hyundai 190 Kia Kia Kia Kia Kia Kia Kia Kia 190 Mazda Mazda Mazda Mazda Mazda Mazda 150 Mercedes Benz Mercedes Benz Mercedes Benz Mercedes Benz Mercedes Benz Mercedes Benz Mercedes Benz Mercedes Benz 190 Nissan Nissan Nissan Nissan Nissan Nissan Nissan Nissan 190 Opel Vauxhall Opel Opel GM (Chevrolet, Buick, Cadillac, GMC) Buick/Chevrolet Chevrolet Chevrolet 190 Peugeot Peugeot Peugeot Peugeot Peugeot Peugeot Peugeot 160 Renault Renault Renault Renault Renault Renault Renault 160 Skoda Skoda Skoda Skoda Skoda 120 Toyota Toyota Toyota Toyota Toyota Toyota Toyota Toyota 190 Volvo Volvo Volvo Volvo Volvo 120 VW VW VW VW VW VW VW 160 Shanghai VW 30 FAW VW 30 Honda Honda Honda Honda 100 Mitsubishi 30 Subaru 30 Chery 30 Great Wall 30 Changan 30 BYD 30 TOTAL NUMBER OF BRANDS NUMBER OF DEALERS PER BRAND TOTAL INTERVIEWS

35 SURVEY QUESTIONS (1 OF 3) 2) When you think about warranty and administration, how would you rate warranty processing with your OEM? 3) How has it developed over the past 5 years? 4/5) How satisfied are you with the field force? 6/7) How satisfied are you with the warranty hotline? 8/9) How satisfied are you with the warranty audits? 10) How happy are you with the warranty system (IT) of your OEM? 11) How do you rate the administration of your OEMs goodwill policy? 12) How do you rate the actual policy level of goodwill that is granted, for your OEM? 35

36 SURVEY QUESTIONS (2 OF 3) 13) How do you rate the handling of the extended warranty products of your OEM? 14) How satisfied are you with the actual coverage of the extended warranty products your OEM offers? 15) How satisfied are you with the warranty labour rate per hour? 16) How satisfied are you with the reimbursement for parts/ handling charge? 17) What works very well with your OEM in warranty? 18) What does not work well with your OEM? 19) What should your OEM change to make warranty easier for you? 36

37 SURVEY QUESTIONS (3 OF 3) 20) Do you think that the warranty processes and systems of your OEM overall support customer loyalty in service and new vehicle sales? 21) Do you think that a warranty program (extension, service contracts) creates competitive advantage for you as a dealer? 22) What is the size of your dealership, by new vehicle sales p.a.? 23) What is the size of your dealership, by service job cards p.a.? 24) What is your position in the dealership? 37

38 HOW THE DATA IS ANALYSED 38

39 TO CONTINUALLY ENHANCE CUSTOMER EXPERIENCE

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