Fiat
Automóveis has seen three of its models placed amongst
the five best in Brazil in their segments, according to
the 2012 Brazil Vehicle Ownership Satisfaction Study
(VOSS), conducted by J.D. Power do Brasil.
The models mentioned in
the study were the Siena Fire, in the segment of initial
compact cars, the Mille, amongst sub-compact vehicles,
and the Punto, in the superior compact category.
The study, resulting
from 8,000 interviews conducted via Internet, was based
on the assessment from car owners in relation to their
vehicles and dealerships with four satisfaction metrics:
cost of ownership, vehicle design and performance,
post-sales experience, and quality of the vehicle.
In 2012, the overall
satisfaction achieved an average value of 754 points, on
a scale of up to 1,000 points – an eight-point
improvement in relation to the previous year. According
to the study, Fiat Automóveis was the brand that
improved the most during 2012, gaining 26 points from
year to year; that was above the industry’s average.
According to J.D.
Power, Brazilian car owners assess the cost of ownership
as the most important satisfaction item, with a 46%
rating, followed by design and performance, with 22%,
and post-sales experience, with 20%. The quality of the
vehicle however only got 12% of the votes.
The cost of ownership
was highlighted because the owners spend a higher
percentage of their income with their vehicles, such as
maintenance, repairs, fuel, taxes, insurance, among
others, than vehicles owners in other countries.
The study also noticed
that the reliability/durability relation is widely
considered by new vehicle owners in Brazil when choosing
a model. Most of them – 51% - indicated that this is the
most important item in the purchased, followed by fuel
consumption, with 50%.