According to J.D. Power and Associates, Jaguar receives an award for a second consecutive year and ranks highest in 2009 among luxury brands in satisfying buyers with the new-vehicle sales process.
Jaguar performs particularly well in the salesperson and paperwork/finance process factors.
Following Jaguar in the luxury brand rankings are Cadillac, Lexus, Mercedes-Benz and Land Rover, respectively.
Among mass market brands, Mercury ranks highest and performs particularly well in all five factors. Following in the mass market segment rankings are Smart, Buick, Pontiac and Chevrolet, respectively. Interestingly, all seven current Ford and GM mass market brands rank above the segment average.
Mini improves by 16 rank positions from 2008 to rank sixth in 2009, and is the most-improved brand this year.
On average, new-vehicle buyers shop at fewer than three dealerships, including the dealership from which they ultimately purchased. Nearly one-half (49%) of all new-vehicle buyers visit only their selling dealer during the purchase process. Therefore, dealers should view all shoppers as serious prospects and treat them accordingly.
Satisfaction scores among buyers who visited only the selling dealer (848, on average) are considerably higher than those of customers who visited more than one dealer (826, on average). Customers who have a particularly satisfying experience at the first dealer they visit are less likely to shop other dealers.
About the Study
The 2009 Sales Satisfaction Index (SSI) Study is based on responses from approximately 48,000 new-vehicle buyers who purchased or leased their new vehicles in May or June 2009. The study was fielded between August and October 2009.