Mercedes Benz Ranks Highest in Heavy-Duty truck
Thursday, October 16th, 2008Mercedes Benz, which supplies engines for Daimler Trucks of North America, ranks highest in customer satisfaction among vocational trucks with heavy-duty engines, receiving an index score of 760 on a 1,000-point scale. The manufacturer performs particularly well in the performance, cost of ownership and warranty factors. Cummins (733) and Mack (727) engines, respectively, follow Mercedes Benz in the rankings.
The study finds that sales personnel for heavy-duty truck dealers need to have a better understanding of their customers’ engine needs. Forty percent of heavy-duty truck owners either relied solely on the salesperson to choose their engine for them, or purchased their truck “as is” off of the lot. The average overall satisfaction score is 712 points at two years of ownership when owners let the dealer choose their engine, or purchased their vehicle “as is,” which is significantly lower than when owners choose their engines without the salesperson’s help (745).
Additionally, only 29 percent of owners who purchased their truck “as is” or relied on the dealer to choose their engine report they “definitely would” repurchase the same engine brand. Conversely, 45 percent of owners who were actively involved in the engine decision process say they would repurchase the same engine brand.
“Owners are increasingly taking a passive role when it comes to choosing an engine, so salespeople need to understand which engine is best suited for each application and pick the most appropriate product for the customer—even when the customer is buying a truck off the lot,” said Brian Etchells, senior manager of the commercial vehicle group at J.D. Power and Associates. “Owners who were not involved in the engine selection are more likely to report dissatisfaction with the engine’s horsepower, torque and fuel economy as primary reasons that they will not repurchase the same engine. Issues with the horsepower, torque and fuel economy are often indicative of the engine not matching the truck’s application.”
The study also finds that 43 percent of owners who report they “definitely/probably” will not repurchase the same engine also indicate that they will not repurchase the same truck brand.
“Failing to select the right engine to meet the customer’s needs can not only result in the owner choosing a different engine brand the next time they are in the market to purchase or lease a truck, but it can also cost the dealership a customer as they switch to another truck brand,”
The 2008 Heavy-Duty Truck Engine/Transmission Study is based on the responses of 2,692 primary maintainers of two-year-used heavy-duty trucks (Class 8). The study was fielded February through May 2008. The vocational segment includes trucks that are used in rugged job applications, such as dump trucks, concrete mixers Truck, and garbage/refuse/recycling trucks.
