US: another satisfaction survey, another win for the Korean brands image

The new Vehicle Satisfaction Awards have landed another big win for the South Korean pair Hyundai – Kia, outshining traditional winners such as the European luxury brands or the Japanese rivals.

The flagship Kia K900, which is the brand’s alternative to premium models such as the Mercedes-Benz S Class and BMW 7 Series, has delivered an all-time high margin during the yearly VSA research that is based on marks from more than 66,000 US new car customers. A US automaker also posted a surprise result, nailing more individual winners than any other maker when it came to vehicle segments. “2015 represents a year of diversity,” says George Peterson, president of AutoPacific, the California research firm that delivers the Vehicle Satisfaction Awards. “Competition is fierce and no one automaker dominates the results.” The 2015 edition of the VSA took into consideration no less than 274 models from 33 brands and eleven different automakers, with nine of them having at least one category winner. The two sister brands from Korea took home four segment wins out of the total of 23, also being tied in a fifth. Such winners were the midsize Hyundai Sonata and compact Kia Soul, and the most important victory has been the Luxury Car segment where the K900 managed to overcome the industry’s best.

Additionally, the K900 also nailed the best overall mark since the VSA was initiated, which also landed it the AutoPacific’s President’s Award. That allowed the two Korean partners to reach the first place among the eleven carmakers included in the 2015 Vehicle Satisfaction Awards.