The annual J.D. Power and Associates Competitive Information Study is based on responses of bike owners who purchased their new motorcycle between September 2010 and May 2011. The study was fielded between September and October 2011. In it, a lot of pretty good news:
1- Average price of a new motorcycle purchase: a nearly $2000 increase from 2010 in the average price paid at $16,125. Customers have also spent more on motorcycle parts and accessories (+ $1349) and riding gear (+ $439)
2- Customer Satisfaction: Overall it has increased from the previous year due to a perceived better motorcycle build quality, improvements in the sales experience, cost of ownership, service and warranty offered. Satisfaction with the sales experience has improved most, increasing from 838 to 856 (on a 1,000-point scale) Build quality improves with 50% of new owners saying that they have experienced zero problem, but still with 122 problems per total of 100 motorcycles from an average of 133 in 2010. Engine related problems at 27% are the most common issues with a new motorcycle. Among these problems the most common are excessive heat, followed by unusual engine noise and excessive vibration. After engine, the largest number of complaints are about fit and finish followed by handling and braking.
Logically, the study shows again that as satisfaction increases, the likelihood that an owner will repurchase their motorcycle brand and recommend their brand to others also increases. Among those owners with a high level of satisfaction (scores averaging 900 or higher), 97 percent say they are willing to recommend their motorcycle brand to others and 81 percent indicate intent to repurchase the same brand for their next motorcycle. In contrast, among owners who are less satisfied (scores averaging 700 or less), only 43 percent say they are willing to recommend their brand to others and 31 percent indicate repurchase intent. (photography @ harley-davidson and @victorymotorcycles)