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In less than 15 years, Asian car manufacturers have conquered more than half of the Mexican market.
Nissan, Toyota, KIA, Honda, Mazda,
and Hyundai represent 52.5% of total sales of new units in the country, according to figures of the first quarter of the year, presented by the Mexican Association of Automotive Distributors (AMDA).
To these brands, we can also add Subaru and Suzuki that despite their low participation in the market, have also increased their overall sales in Mexico.
According to the latest client satisfaction survey performed by the J.D. Power firm, Asian automobile companies have higher-than-average satisfaction rates.
| Company | Points scored |
| Mazda | 894 |
| KIA | 883 |
| Hyundai | 866 |
| Honda | 865 |
| Nissan | 860 |
| Toyota | 860 |
The average rate in this industry is 856 points, according to a scale with a maximum of 1,000 points.
The survey considered five key factors : delivery process, negotiation, car salesman, facilities of the dealership, and test drive.
Brais Álvarez, analyst at J.D Power, states Asian brands have, overall, the highest satisfaction rates not only in sales but also in service and quality.
“They are at the forefront of fuel efficiency since Mitsubishi in the 80's. They have had the vision to know what's in the future of the industry, while American [brands] rely on speed and power, and something similar happens with the German ones. There is a division,” explains Álvarez, adding that it is because of these characteristics that Asian-made cars have greater levels of recommendation and resale.
Imports of Asian vehicles have also increased. During the quarter, 110, 546 units were imported from Asia despite Nissan, Toyota, Honda, KIA, Mazda, and Hyundai have plants in Mexico which also distribute units to meet the demand of the market.
According to J.D. Power, the hike in fuel prices has also changed the behavior of Mexican clients when buying a new car because now, fuel efficiency has become the second reason in choosing a model, after an attractive design.
“One of the main attributes of Asian brands is how quickly they adapt to the conditions of the market. Lately, they've done an excellent job in solving what was their Achilles heel, design, a feature which American and European companies excelled at,” said Álvarez.
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