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Apr 3, 2024

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Two of the top automobile companies on the American Customer Satisfaction Index are Honda and BMW. Honda is known for exceeding expectations. They even state it in their policy. I believe their focus on customer safety is what elevates their satisfaction ratings. "With people involved at every stage of the manufacturing and development process, Honda cars are built to be reliable and consistent" (Wiley, 2023). In a 2021 article by Forbes, their projected safety goal was to have zero road fatalities by 2050. The customer perception on quality has been noted by "Kelley Blue Book to have the best overall brand" (Reeves, 2020). For responsiveness, I would like to focus Honda's efforts on social responsibility. Honda restructured their CSR division in 2021 around five pillars—Education, Environment, Mobility, Traffic Safety and Community. The influence on price is attributed to how well they hold their value. "Hondas keep their worth better than many other automobile manufacturers" (Anderson, 2022). Though BMW ranks high for customer satisfaction, it is limited to a customer base that can afford a more luxurious brand. For that reason, a customer's expectations may be subconsciously higher. The performance expectation may be focused on a smoother ride or elevated steering and handle. For quality in a luxury brand, a customer may prefer more amenities and fancier interior options. Regardless of appearance they have a responsibility to be responsive. In 2021, they were known to have "16 research & development centers globally with 15,000 employees churning out new technological innovations" (SWOT, 2021). Due to the level of prestige acquired by BMW, the price for a luxury sedan or sport vehicle of their caliber is accepted. By comparing Honda and BMW, it is noticeable how different perceptions of brand can sway a customer's decision depending on their social status, and ultimately their values. Both companies rank very high in customer satisfaction but for several different reasons. References: Reeves, E. (2020, March 29) Nobody can beat Honda's brand image. Nobody Can Beat Honda's Brand Image (motorbiscuit.com) Wiley, M. (2023, January 23) At Honda, Reliability is Part of the Company Culture (motorbiscuit.com)

Cision - PR Newswire (2021, November 1) Honda Strengthens Commitment to Corporate Social Responsibility in America; Strategy Includes New Charitable Funding Opportunities (prnewswire.com) Anderson, J. (2022, November 9) Do Hondas Hold Value? [Resale Value Explained in Details] (driversadvice.com) SWOT Analysis of BMW | BMW Strengths & Weaknesses 2021 (swotanalysistemplate.com)

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