November 16, 2007
Lexus ranks highest in sales satisfaction, says J.D. Power
Westlake Village, California – Lexus has improved over its 2006 standings to rank highest in customer satisfaction with the new-vehicle sales process, according to the J.D. Power and Associates 2007 Sales Satisfaction Index study. The study says that the industry recorded improvement overall and achieved a record high for the second consecutive year.
The study, now in its 21st year, marks overall customer satisfaction in the dealership facility, salesperson, paperwork/finance process, delivery process and vehicle price.
Lexus ranked highest with a score of 897 points on a 1,000-point scale, an improvement of ten points from 2006. Following Lexus, respectively, were Hummer, Jaguar, Lincoln and Mercedes-Benz. Overall, the industry achieved a record high of 852 points, from the previous record of 847 points set in 2006.
The study found that 44 per cent of new-vehicle buyers report spending more than they planned for their new vehicle; these customers provided satisfaction scores that averaged 67 fewer points than customers who said they spent within the amount they had budgeted. However, a salesperson who carefully explained the vehicle’s features and demonstrated its value could compensate for the decrease in satisfaction.
The study also found that customers whose expectations were exceeded during the sales process were much more likely to return to the dealership for customer-paid service work.