Experts of the analytic agency "AUTOSTAT" in the preparation of the survey "Crossovers of the SUV C segment: the choice of car owners" * assessed the consumer loyalty index (NPS) of cars of this class. The survey involved the owners of 15 crossover models of the SUV C segment in the Russian market. The calculation of the index is based on a special formula based on the results of respondents' answers to the question: "Would you recommend the currently used car to your friends, colleagues, acquaintances?"
As the results of the study show, the best NPS indicator belongs to the “Miracle of the Chinese car industry” (as the car owners themselves called it) - GeelyAtlas (49.4%). The second place with a significant lag behind the leader is occupied by Honda CR-V with 35.7%, and the third one - by Volkswagen Tiguan with the index value of 31%. The TOP-5 also includes Mazda CX-5 (28.5%) and Toyota RAV-4 (21.7%).
The outsiders were cars with negative values of the NPS index: Nissan X-Trail (-1%), Mitsubishi Outlander (-3.6%), Nissan Qashqai (-7.2%), Lifan X60 (-16.9%) and Renault Kaptur (-17.2%).
As the specialists of the agency "AUTOSTAT" noted, the NPS indicator is not so much an assessment of the quality characteristics of a product and the level of satisfaction with a brand, but an assessment of the brand itself for the future and its communication component. The higher the NPS of a brand, the more positive information consumers broadcast about it and the more positive information the market receives about it.
In addition to the consumer loyalty index, the report “Crossovers of the SUV C segment: the choice of car owners” contains information on the assessment of various parameters of cars by their owners; about the role that the car plays in the life of car owners, about plans to replace the car, and also calculated other indicators characterizing the features of the choice and operation of cars in the SUV C segment by car owners.
* The study was conducted through online survey in October 2018 - July 2019. More than 3,000 car owners took part in it.
