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

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

3. 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 - 3 4 5 6 10 7 17 8 29 9 16
10 – Extremely likely 22
NPS
Base (Used member) 89

4. 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?

5. 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 (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?
MTA % AA
VTNZ
Toyota
Promoters (9-10) 38 58 39
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

6. 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? %
0 – Not at all likely * 1 2 3 4 5 6 7 17 8 25 9
10 – Extremely likely
Base (main brand)
362
NPS (all brands) 27
NPS (Toyota only) 52
*less than 1%

7. 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? %
0 – Not at all likely 1 2 * 3 4 5 6 7 12 8 20 9 21
10 – Extremely likely 37
Base (AA member)
214
NPS 47
*less than 1%

8. 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 (WoF), car registration, inspection, RUC license or some other reason
Based on your experience with the VTNZ, how likely would you be to recommend VTNZ to a family member, friend or work colleague? %
0 – Not at all likely * 1 2 3 4 5 6 10 7 16 8 24 9 17
10 – Extremely likely 22
Base (used VTNZ)
156
NPS 19
*less than 1%