17 June 2004

Some of the most prestigious brands in the motoring industry – including Mercedes-Benz, Land Rover and Audi – have come bottom in a new customer reality survey, Autocar can exclusively reveal.

Brand consultancy Promise measured the image and reputation of 100 top companies, and then charted the reality of the customer experience. The gap between the promise and the result was largest with Mercedes-Benz, which came bottom in the league table.

‘Customers of many of the premium brands have such high expectations that companies like Mercedes are increasingly struggling to deliver a service that matches that expectation,’ said Promise director Clare Fuller. Land Rover was placed second from bottom, and other car firms in the bottom 10 included Audi, Hyundai, Jaguar and Volvo. They were competing with big businesses from many different industries, such as Boots, Tesco and British Gas.

Promise polled 1000 customers for the results. Companies with a negative score have the worst gap between expectation and delivery; a score of zero means the customer got the service they expected, and a positive score indicates they were pleasantly surprised.

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