Volvo Cars Korea achieved a remarkable feat by ranking first in product satisfaction and after-sales service satisfaction in the ‘2022 Automotive Planning Survey’ conducted by the automotive research firm Consumer Insight, thereby securing a double victory.
In terms of evaluation scores, they achieved the highest score both among imported and domestic vehicles. Furthermore, they proudly claimed the European brand top spot in initial quality satisfaction and durability quality satisfaction.
The consumer research specialist Consumer Insight has been conducting surveys since 2001, targeting around 100,000 car consumers annually, boasting the highest accuracy in samples within the domestic market. The recent survey was conducted on approximately 100,000 licensed drivers who own a car or are planning to purchase a vehicle within two years, marking the results of the country’s largest ‘annual automotive planning survey’.
Among these, the product satisfaction assessment conducted on 6,846 respondents who purchased a new car within the last year showed that Volvo Cars scored 864 points, exceeding the industry average (803 points) by 61 points, continuing their three-year streak as the overall industry leader in both domestic and imported car brands. Scoring the highest in 7 out of 11 evaluation items, including safety, design, AV system, advanced features, interior, energy efficiency & convenience, and value for money, they have been recognized for their exceptional product performance.
Additionally, in the after-sales satisfaction survey conducted with 31,220 respondents who had experiences with official service centers or partner repair shops, they scored 846 points, achieving a joint first place. This score not only surpasses the industry average but is also the highest including both imported and domestic cars, marking four consecutive years of growth.
In the ‘initial quality’ and ‘durability quality’ categories, they claimed the top position among European car brands, proving their recognition in product quality. The initial quality entails surveying consumers who have owned their new vehicle for an average of six months, while durability quality involves consumers who have used their car for more than three years, assessing the number of faults, issues, and defects experienced. Volvo Cars Korea received high scores in this domain as well, demonstrating competitive strength in product quality.
Lee Yoon-mo, CEO of Volvo Cars Korea, stated, “This survey proves our endless efforts and concerns for solid growth,” adding, “We will continually strive to reduce the burden of vehicle maintenance for all customers of Volvo Cars while providing differentiated Swedish luxury value.”
Volvo Cars Korea, which has recorded double-digit growth for ten consecutive years, also aims for qualitative growth and continues to invest in enhancing customer service and satisfaction.
In 2019, they launched ‘Service by Volvo’ – the first integrated service brand in Asia. Over the past seven years, they have expanded service centers by 129%, offering the longest warranty in the industry of either five years or 100,000 km in 2015, introduced dedicated services in 2016, implemented lifetime parts warranty in 2020, and have extended the warranty for plug-in hybrid high-voltage batteries in 2021—continuously investing in customer satisfaction.
Moreover, as the first in the industry, they have invested 30 billion won to jointly develop the TMAP infotainment service with Tmap Mobility, equipping all vehicle models and leading the expansion of the next-generation digital experience.
Lee Sang-jin daedusj@autodiary.kr