Monitoring the refreshed MTA brand Benchmark survey Prepared

Monitoring the refreshed MTA brand Benchmark survey Prepared for Motor Trade Association June 2015

Sample Composition 2 Gender % Annual household income % Location % Male 54 Under $25, 000 4 Auckland 27 Female 46 $25, 000 - $49, 999 18 Canterbury 16 $50, 000 - $74, 999 18 Gisborne/East Cape * $75, 000 - $99, 999 20 Hawke's Bay 4 $100, 000 - $124, 999 14 Manawatu-Wanganui 8 $125, 000 -$149, 999 7 Marlborough 2 $150, 000 or more 8 Nelson 2 Don’t know 4 Northland 2 Refuse to answer 10 Otago 7 Southland 2 Taranaki 3 Age % 25 -34 years 23 35 -44 years 26 45 -54 years 26 55 -69 years 25 Household situation % Tasman * Young single/couple or group with no kids 14 Waikato 8 Family with mainly pre-school children 16 Wellington 14 Family with mainly school age children 24 West coast 1 Family with mainly adult children still at home 15 Bay of Plenty 5 Older single/couple with no dependents at home 32 *less than 1%

MTA Net Promoter Score respectable ► Among those who have used an MTA member knowingly, advocacy (rating a 9 -10) is relatively positive. Have you used a vehicle workshop, repairer, dealer or service station knowingly in the last six months because they were an MTA member? How likely would you be to recommend to a family member, friend or work colleague that they use an MTA member the next time they have their vehicle serviced, repaired, bought or sold? % 0 – Not at all likely 2 1 - 2 - 3 - 4 - 60% 5 3 50% 6 10 40% 7 17 8 29 9 16 10 – Extremely likely 22 NPS 22 Base (Used member) 89 100% 90% 80% 70% 30% 61% 22% 17% 20% 10% 0% Yes 3 No Not sure

Factors driving advocacy ► Perceptions of assured quality of workmanship, reliability and trustworthiness are the key drivers of advocacy for MTA. ► Secondary to this is great service received. ► Detractors are more likely to have received an okay level of service – there is no wow factor! How likely would you be to recommend to a family member, friend or work colleague that they use an MTA member the next time they have their vehicle serviced, repaired, bought or sold? Why do you say that? Promoter comments (n=) Quality workmanship/quality assured 10 They are reliable/trustworthy 8 Great service 6 Security if any problems with repairs 3 Safety conscious 3 Good reputation 3 Provide a fast service 3 They do extra things that go above and. . . 1 Past experience 1 They give simple answers to questions 1 0 4 2 4 6 8 10 12

Room to improve NPS to match key competitors ► Net Promoter Score is a widely used customer loyalty metric internationally. It is obtained by asking customers a single question on a 0 to 10 rating scale, where 10 is "extremely likely" and 0 is "not at all likely“. Based on their responses, customers are categorized into one of three groups: Promoters (9– 10 rating), Passives (7– 8 rating), and Detractors (0– 6 rating). The percentage of Detractors is then subtracted from the percentage of Promoters to obtain a Net Promoter score (NPS). NPS can be as low as -100 (everybody is a detractor) or as high as +100 (everybody is a promoter). In global benchmarking terms, an NPS that is positive (i. e. , higher than zero) is seen to be good, and an NPS of +50 is excellent. ► The AA has an excellent NPS score, reflecting is strong overall standing in the motor industry. How likely would you be to recommend to a family member, friend or work colleague that they use a MTA member the next time they have their vehicle serviced, repaired, bought or sold? 5 MTA % AA % VTNZ % Toyota % Promoters (9 -10) 38 58 39 58 Passive (7 -8) 46 31 40 35 Detractors (0 -6) 16 11 21 7 NPS (Promoters minus Detractors) 22 47 19 52 Base (Used member) 89 214 156 106

Brand of car – Toyota NPS of 52 well above average for all vehicles ► A quarter of the public own a Toyota, and the level of advocacy for this brand is high (NPS of 52). ► Many other car brands have lower levels of advocacy – though still higher, on average, than MTA. How likely would you be to recommend this make to a family member, friend or work colleague? What is the make of the vehicle you mainly drive? Toyota Nissan 16% 11% Honda Other 10% Mazda 9% Mitsubishi 7% Ford 6% Subaru 4% 0 – Not at all likely * 1 * 2 1 3 * 4 1 5 5 6 7 7 17 Holden 3% 8 25 Suzuki 3% 9 17 BMW 3% 10 – Extremely likely 25 Base (main brand) 362 NPS (all brands) 27 NPS (Toyota only) 52 Hyundai 2% Volkswagen 1% Audi 1% 0% 6 % 27% 5% 10% 15% 20% 25% 30% *less than 1%

AA membership – advocacy higher than MTA with NPS of 47 ► Over half of respondents are AA members. ► Advocacy among AA members is very strong (more than twice that of MTA). Based on your experience with the AA, how likely would you be to recommend the AA to a family member, friend or work colleague? Are you an AA member? % 54% Yes 2015 No 47% 0% 20% 40% 60% 0 – Not at all likely 0 1 0 2 * 3 * 4 1 5 5 6 3 7 12 8 20 9 21 10 – Extremely likely 37 Base (AA member) 214 NPS 47 *less than 1% 7

VTNZ – weakest NPS score of 19 ► More of the public have used a VTNZ branch than an MTA member in the last 6 months. ► Although VTNZ has a positive NPS score, advocacy is slightly behind that of MTA. Have you been to a VTNZ branch in the last 6 months? This could have been for a Warrant of Fitness (Wo. F), car registration, inspection, RUC license or some other reason Yes Based on your experience with the VTNZ, how likely would you be to recommend VTNZ to a family member, friend or work colleague? % 39% No 59% Not Sure 2% 0% 20% 40% 60% 80% 0 – Not at all likely * 1 * 2 0 3 3 4 * 5 6 6 10 7 16 8 24 9 17 10 – Extremely likely 22 Base (used VTNZ) 156 NPS 19 *less than 1% 8