Brand managers and marketers at General Motors have something to crow about: Women like their vehicles. At least that's what a survey published in the Aug. 10 issue of Good Housekeeping shows.
The magazine's first Automotive Satisfaction Award involving 3,500 female new-car owners revealed that of the nine top nameplates mentioned, five were in the General Motors camp. However, Pat Haegele, Good Housekeeping's publisher and vice president, notes that GM offered more models to be evaluated than any other automaker.
Most of the major brands were represented in the survey at a cost of about $50,000 per brand. But Haegele says the magazine offset some of the expense based on advertising support. So participants who advertised least, or not at all, paid the most to have their brands evaluated.
J.D. Power and Associates conducted the study for Good Housekeeping, which included women who were principal drivers of the vehicle for six months to two years.
Good Housekeeping's 24 million readers were not necessarily part of the survey. Participants' names came from R.L. Polk owner data.
Winning brands exceeded three main criteria established by the survey:
1. Women were very satisfied with the vehicle.
2. They definitely would recommend it to a friend.
3. They definitely would buy the vehicle again.
Haegele says that automakers can use the results as promotion and marketing tools, and GM is already drumming up ideas.
Said a beaming Roy Roberts, GM group executive of North American vehicle sales, service and marketing: 'We really appreciate women telling us we are doing the job right.'