Europe Yanmar Equipment news & information

Yanmar in LECTURA online Brand Survey

Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November, Yanmar received 464 reviews from 64 countries from all around the world. Most replies were received from the United States, followed by Australia in second place and the United Kingdom.

How do you consider this brand to be in general?

Almost half of the respondents who chose to rate the Japanese manufacturer (46.3%) have a very good opinion about Yanmar’s products and services, and labeled the brand as a premium. The rest see it as a medium brand (33.2%) and as a basic one (20.5%).

Although people’s perception about this particular brand is generally a good one, it can definitely be improved with the necessary amount of effort towards increasing brand awareness, as the personal opinion of customers has a direct impact on the purchase decision.

On a scale from 1 as the basic level to 5 as the premium level, Yanmar registered a score of 3.52, which shows that people are perceiving the brand quality on upper levels. This means that 5 from 10 survey respondents rated the brand as being one of premium quality, and only 2 from 10 people rated the brand as of a basic quality.

The geographical distribution of the results and the differences in brand evaluation in different parts of the world revealed some interesting insights. Surprisingly, according to the graphic below, the best evaluation for Yanmar was received from respondents in Africa: 80% of them indicated that, in their opinion, Yanmar is a premium brand. Other good reviews were received from Oceania (57.4%) and Europe (50.6%) who also rated the brand as premium. Even more surprisingly, only 20% of respondents from Asia (Yanmar’s continent of origin) said that the brand is premium. Moreover, the vast majority of respondents from Asia (34%) rated the brand as basic, followed by those in North America (23.2%) and Europe (17.9%).

How would you rate this brand's dealership network in your country?

The answers received to this particular question indicated that Yanmar’s dealership network (product portfolio, services, level of interaction with the customers) is quite well represented worldwide. Most of those questioned (37%) rated Yanmar’s dealers in their country of origin as satisfactory, and another 34.2% declared that they are very satisfied and have nothing to complain about, which shows that the brand is well represented globally, from this point of view. This general opinion is also confirmed by the very small percentage of surveyees who reviewed it as being very unsatisfactory - just 1.4%.

Regarding specific regions and countries, the most satisfied respondents come from Europe (Bulgaria, France, Hungary, Sweden, Portugal and Romania), Asia (Philippines, South Korea, Vietnam and Sri Lanka), South Africa and Australia. On the other hand, there are still a couple of countries (for example, Slovakia) showing that there is still room for improvement. Also, there are many countries from which we lack data.

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