The People Have Spoken
The Future Group, in association with Standard Bank Vehicle and Asset Finance, research house TNS Global and media partner Sunday Times, this morning proudly presented the fourth annual Standard Bank People’s Wheels Awards at the Montecasino Ballroom in Fourways.
The resounding voice of more than 60 000 votes determined which vehicles in 22 categories were considered to be the best by South Africa’s motoring public. Also revealed was an overall winner – the model which recorded the most votes of all to earn the title, People’s Choice – plus the country’s preferred fuel and replacement tyre brands.
Additionally, a nationwide survey of vehicle owners – which drew its biggest ever response – determined which automotive brands were deemed to deliver the highest levels of satisfaction. The results were announced by the master of ceremonies – comedian Nik Rabinowitz – to an audience of automotive leaders, associated service providers and car enthusiasts.
“Thank you to everyone that participated in the fourth series of the Standard Bank People’s Wheels Awards. This is an event in which all motorists can be heard and where every vote counts,” said Nicholas Nkosi, Head of Vehicle and Asset Finance, Personal Markets, at Standard Bank.
He said voters could choose to be pragmatic and decide their choice on the basis of economic factors that had impacted the industry, selecting vehicles they believed helped to reduce operating and maintenance costs. “Alternatively, they may decide that their vehicles of choice should be aspirational cars with names no-one can pronounce,” he added.
“The competition gives car enthusiasts and those looking to decide on what car to purchase a broad overview of our dynamic market. As sponsors of this competition we will continue to share our passion for the industry with all our corporate and individual customers. Moreover, we we will always be on hand to finance vehicles and to help people’s motoring dreams come true,” he adds.
The People’s Choice – the vehicle which obtained the most votes of all in the People’s Wheels poll – was Ford’s Ranger Double-Cab. The leisure-styled bakkie – no stranger to accolades at the awards having taken victory last year in its category – made history this time around by becoming the first light commercial vehicle to win overall honours.
In terms of the greatest volume of wins, German manufacturer Mercedes-Benz dominated the top step of the podium by winning eight categories – one more than last year. Volkswagen twice topped the category rankings, while BMW and Porsche scored one win each, bringing Germany’s tally of gold medals to 12. Land Rover, Toyota and Ford took two wins apiece, followed by Lamborghini, Aston Martin, Jaguar and Kia with one each.
Germany scored another category victory when tyre-maker Continental again topped the motoring public’s list of preferred tyre replacement brands while, in the preferred fuel brand category, reigning champion Engen took first prize.
Another winner was motorist David Millard of Cape Town, who was delighted to receive a cheque for R25 000 following a lucky draw involving all those who took part in the People’s Wheels vote or in the ownership survey.
As far as the latter project was concerned, a record number of responses saw Korean brand Kia – which last year finished third in the rankings – emerge victorious, supplanting Mercedes-Benz at the top of the honours list with Audi filling the final step on the podium.
The results of the survey present crucial insight for marketers and offer relevant and useful information to consumers regarding ownership perceptions of vehicle brands, as well as reliability, durability and loyalty factors.
Richard Rice, Director of Business Development at TNS Global said: “For motorists, the highest rated attributes were reliability, driving experience, looks and styling and build quality. Noise and vibration, ownership costs, cargo capacity and after sales service received the poorest scores – similar to previous years.
“After sales service, noise and vibration and standard features were singled out as factors performing well below where they should be given their relative positioning in terms of importance.”
He added: “The importance of age as a key influence in vehicle purchasing and maintenance behaviour cannot be emphasised enough. Also, again, the large role that others play in the purchase decision was highlighted, not only in terms of getting input from a friend, partner or spouse, but also people who drive a brand and advocate its merits.”
Full details of the People’s Wheels Awards are contained in the 2015 edition of the Auto Annual, which was launched at the event. The 288-page coffee-table book not only offers extensive reports on all aspects of the People’s Wheels project, but also presents an authoritative overview of South Africa’s automotive industry.
Further, the publication includes depreciation values of more than 1 600 vehicles which were sold new in South Africa in 2012, as well as a comprehensive buyers’ guide that encompasses all passenger and light commercial vehicles currently in showrooms.
Editor Wynter Murdoch said the aim of the Auto Annual was to highlight some of the rewards, issues and challenges that had influenced South Africa’s automotive industry over the year, putting into focus manufacturing, marketing and consumer related information of relevance to the passenger car and commercial vehicle segments.
Compact Executive Cars
Family Friendly Cars
Mid-Sized Executive Cars
Premium Luxury Cars
Super Luxury Cars
Sporty Drop Tops
Super Sports Cars
Sport Coupés: Two-Door Hard Tops
Premium Class Coupés
Compact Mpvs & People Carriers
Large MPVs & People Carriers
Small SUVs & Crossovers
Compact SUVs & Crossovers
Premium Class SUVs & Crossovers
Luxury SUVs & Crossovers
Light Delivery Vehicles
Single Cab Bakkies
Double Cab Bakkies
FORD Ranger Double Cab