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Owner Satisfaction with Heavy-Duty Trucks in Japan Decreases Slightly

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Hino Ranks Highest in Owner Satisfaction with Heavy-Duty Commercial And Cargo Trucks for a Fifth Consecutive Year

TOKYO: 31 January 2014 Among fleet owners, overall satisfaction with heavy-duty truck manufacturers and their respective authorized truck dealers decreases slightly, according to the J.D. Power Asia Pacific 2013 Japan Heavy-Duty Truck Ownership Satisfaction StudySM released today.  

Now in its ninth year, the study measures overall satisfaction with heavy-duty truck manufacturers and their respective authorized truck dealers among commercial fleet owners, including managers of truck freight companies. Satisfaction is determined by examining four key factors (in order of importance): service (49%), sales (25%), cost (14%) and vehicle (12%). In the 2013 study, overall satisfaction averages 618 (on a 1,000-point scale), declining by three points from 2012.


Among the four brands included in the study, Hino ranks highest for a fifth consecutive year, with an overall satisfaction score of 626. Hino performs particularly well in the service, sales and vehicle factors. 


  • Frequent visits from sales representatives improve owner satisfaction. Overall satisfaction among owners who indicate their sales representative visits at least once a month is 629, compared with 597 among those who indicate their sales representative visits once every two to three months. 
  • Overall satisfaction is higher among owners whose sales representative provides valuable information during their visits, such as proposals for operational improvements (686); after-sales follow-up (669); and information on industry trends (661). 
  • Overall satisfaction among owners who indicate a change in sales representative during the past year is 593, which is 25 points below industry average. The score further decreases to 522 points among owners who indicate that they were not notified when their sales representative changed.  
  • Overall satisfaction among loyal owners (those who purchased from the same manufacturer as the previous time and indicate intention to purchase from the same manufacturer again the next time) is 639, compared with 522 among those who purchased from a different manufacturer the last time and intend to purchase from a different manufacturer the next time. In particular, sales satisfaction among loyal owners averages 657, 153 points higher than among those who intend to switch brands (504). 

"When examining satisfaction by fleet size, satisfaction is highest among large fleet owners and lowest among small fleet owners," said Taku Kimoto, executive director of the automotive division at J.D. Power Asia Pacific, Tokyo. "This suggests that manufacturers provide the best care and service to large fleet owners. However, since mid-size fleets (11 to 30 vehicles) account for a high proportion of sales volume, manufacturers can achieve competitive advantage by enhancing their service of both mid-size and small fleets."  

The 2013 Japan Heavy-Duty Truck Ownership Satisfaction Study is based on 3,601 responses from 2,365 truck owners. Each fleet owner evaluated up to two manufacturers, with overall scores calculated based on owners' evaluations of 62 attributes. The study was fielded between October and November 2013.

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan and Thailand. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at 

For inquiries about advertising/promotional rules, please contact:

Helen Rong; Marketing Communications; J.D. Power Asia Pacific; Shanghai, 200040 China; +86 21 2208 0832;

About McGraw Hill Financial 

No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power.
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2013 Japan Heavy-Duty Truck Ownership Rank
2013 Japan Heavy-Duty Truck Ownership Factors

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