Acura dealerships received the highest ranking in a study conducted by Pied Piper that measures how well consumers are treated when shopping for a new vehicle. Following Acura were Land Rover, Saturn, Jaguar, Volkswagen and nineteen more brands that managed to be ranked at or above the indusrty average. On the… other side of the moon Pied Piper’s study ranked 12 brands ranked below the industry average (in alphabetical order): Cadillac, Chevrolet, Chrysler, Ford, Isuzu, Jeep, Kia, Lincoln, Mazda, Mitsubishi, Scion and Suzuki. -Continued: Click “Read More…” below
According to Pied Piper, Acura dealers were ranked consistently among the top brands for most of the 50+ sales process aspects evaluated by the study, and ranked first for giving prospects compelling reasons to buy from their specific dealership. Other brands led the industry in different areas. Land Rover salespeople for example were most likely to provide a “walk-around” showcasing product features and benefits, and were also most likely to offer a brochure. Saturn salespeople were most likely to offer a test drive, and to provide compelling reasons to buy now. Jaguar salespeople were most likely to mention financing options. Lexus salespeople nearly always (98% of the time) asked for contact information while BMW salespeople were most likely to appear responsible for setting the sales price themselves.
Other interesting facts that we discovered in Pied Piper’s dealership satisfaction study include: salespeople offered a test drive 89% of the time, asked for contact information 83% of the time, asked for the sale 75% of the time, offered a brochure 66% of the time and provided compelling reasons to buy from their specific dealership only 51% of the time.
Pied Piper’s study was conducted between April 2007 and June 2007 using anonymous shopper evaluations at 1,592 dealerships located throughout the U.S., representing approximately one in fourteen of all U.S. light vehicle dealership locations.
Via: Pied Piper