According to a recent study on prospect satisfaction, Nissan’s Infiniti brand dealerships ranked highest for the first time.
The Pied Piper Prospect Satisfaction Index, now in its tenth year, is measuring the treatment of car-buyers through its mystery shoppers who paid visits to 6,157 dealerships throughout the United States between July 2015 and June 2016. And the 2016 rankings found Infiniti’s stores on top, followed by a tie on the second place between the Lexus brand and Mercedes-Benz, with Toyota placed on third. Audi was ranked fourth and BMW finished on five. According to the study, Porsche, Land Rover and Mitsubishi showed the most improvement year-to-year, while Mini and Tesla were the only two brands that declined. Eight brands have constantly ranked at or above the industry average for each of the past five years: BMW, Cadillac, Honda, Infiniti, Lexus, Mercedes-Benz, Toyota and Volkswagen. On the other side of the scale, Pied Piper said three companies have been used to end up below the average: Chevrolet, Land Rover and Mitsubishi.
“There is no question that the typical dealership sells more effectively today than it did ten years ago,” said Fran O’Hagan, President and CEO of Pied Piper Management. “However, plenty of variability remains. We have watched some brands completely change the way that they sell, while others sell today no differently than they did ten years ago.” The company pointed out that dealerships at the top quarter usually sell 16 percent more cars than the ones at the bottom.