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Christopher Bruce2012-07-10 17:25:33

Mercedes Ranked as Top Dealer Experience in US

Mercedes Ranked as Top Dealer Experience in US, Mitsubishi Worst

A recent study by the Pied Piper Management Company looking dealership experiences by car buyers in the US found that MercedesMercedes-BenzMercedes-BenzGermany, 1924 > present197 models
9897 photos
33 videos
buyers had the best dealer experience. Ranked behind Mercedes in a three-way tie for second were AcuraAcuraAcuraJapan, 1986 > present24 models
520 photos
4 videos
, InfinitiInfinitiInfinitiJapan, 1989 > present31 models
998 photos
5 videos
and LexusLexusLexusJapan, 1989 > present26 models
1502 photos
6 videos

PPM looked at 60 different metrics when evaluating at each dealer. They ranged from simple things like if the salespeople introduced themselves to the customer to whether the customer was able to take the car on a sufficient test drive, discussed financing options and explained the car's features. It hired 4,419 mystery shoppers to go to the dealers and pretend like they were buying a car. They also called and e-mailed the dealers to evaluate them that way as well. 

Mercedes led in 10 categories, and 21 other brands led at least one category. SubaruSubaruSubaruJapan, 1953 > present34 models
1182 photos
6 videos
, BuickBuickBuickUnited States of America, 1903 > present68 models
485 photos
1 video
and VWVolkswagenVolkswagenGermany, 1938 > present98 models
9787 photos
31 videos
salespeople were twice as likely to offer a brochure, and JaguarJaguarJaguarUnited Kingdom, 1922 > present53 models
2187 photos
16 videos
, VolvoVolvoVolvoSweden, 1927 > present49 models
4537 photos
6 videos
and InfinitiInfinitiInfinitiJapan, 1989 > present31 models
998 photos
5 videos
salespeople were better able to point out special features of their cars. 

Some surprising brands were near the bottom. PorschePorschePorscheGermany, 1931 > present43 models
4654 photos
29 videos
and AudiAudiAudiGermany, 1909 > present83 models
8302 photos
27 videos
tied in 8th with KiaKiaKiaRepublic of Korea, 1944 > present52 models
1764 photos
4 videos

The major flaw of this study is that no one actually bought a car. That means that these results do not evaluate things like the service department or whether the buyer gets a loaner car during service. 

PPM 2012 Prospect Satisfaction Index
Position Brand
1 Mercedes-Benz
2 Acura
2 Infiniti
2 Lexus
3 Jaguar
4 Cadillac
4 Fiat
4 Honda
4 Ram
4 Toyota
4 Volvo
5 BMW
5 Buick
5 GMC
5 Lincoln
5 Mazda
5 Nissan
5 Subaru
5 Volkswagen
Industry Average Industry Average
6 Chevrolet
6 Chrysler
6 Ford
6 Land Rover
Mini
6 Smart
7 Dodge
7 Hyundai
7 Scion
8 Audi
8 Jeep
8 Kia
8 Porsche
9 Suzuki
10 Mitsubishi

Source: Forbes

Encyclopedia
Mercedes-BenzMercedes-Benz

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