Mercedes, Infiniti, Lexus rank tops with mystery shoppers
07-11-2013, 12:50 PM
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Mercedes, Infiniti, Lexus rank tops with mystery shoppers
Filed under: Car Buying, Marketing/Advertising, Chrysler, Ford, GMC, Hyundai, Infiniti, Kia, Lexus, Lincoln, Mazda, Mercedes-Benz, Mitsubishi, Scion
If you want the best experience possible when buying a new car, then you'd better head down to your local Mercedes-Benz, Infiniti, or Lexus showroom. According a mystery shopper study conducted by the Pied Piper Prospect Satisfaction Index, those three luxury brands ranked highest among the 33 makes surveyed. The highest scoring mainstream brands included GMC, Hyundai, Kia, and Ford.
The study asked 5,203 mystery shoppers about the tactics used by salespeople during their most recent automotive purchases, and found a few interesting parallels along the way. For example, dealers at Infiniti, Land Rover, and Smart leaned heavily on vehicle walk-arounds with potential customers, while Jaguar, Volvo, and Audi were quick to point out exclusive features.
This study contrasts with a similar study conducted by JD Power in 2012. Its Sales Satisfaction Survey listed Mini as the top scorer, while Pied Piper's mystery shoppers ranked the BMW-owned brand below the industry average. Lexus scored highly on both surveys, as did Infiniti and GMC.
Not all brands fared well with the mystery shoppers. Lincoln, Chrysler, Mazda, Mitsubishi, and Scion all finished well below the industry average. According to an analysis on Automotive News, the lower scoring brands suffered from a lack of product and dealers that would push potential customers away from their desired brands. Scroll down for the official press release.Continue reading Mercedes, Infiniti, Lexus rank tops with mystery shoppers
Mercedes, Infiniti, Lexus rank tops with mystery shoppers originally appeared on Autoblog on Thu, 11 Jul 2013 08:44:00 EST. Please see our terms for use of feeds.
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If you want the best experience possible when buying a new car, then you'd better head down to your local Mercedes-Benz, Infiniti, or Lexus showroom. According a mystery shopper study conducted by the Pied Piper Prospect Satisfaction Index, those three luxury brands ranked highest among the 33 makes surveyed. The highest scoring mainstream brands included GMC, Hyundai, Kia, and Ford.
The study asked 5,203 mystery shoppers about the tactics used by salespeople during their most recent automotive purchases, and found a few interesting parallels along the way. For example, dealers at Infiniti, Land Rover, and Smart leaned heavily on vehicle walk-arounds with potential customers, while Jaguar, Volvo, and Audi were quick to point out exclusive features.
This study contrasts with a similar study conducted by JD Power in 2012. Its Sales Satisfaction Survey listed Mini as the top scorer, while Pied Piper's mystery shoppers ranked the BMW-owned brand below the industry average. Lexus scored highly on both surveys, as did Infiniti and GMC.
Not all brands fared well with the mystery shoppers. Lincoln, Chrysler, Mazda, Mitsubishi, and Scion all finished well below the industry average. According to an analysis on Automotive News, the lower scoring brands suffered from a lack of product and dealers that would push potential customers away from their desired brands. Scroll down for the official press release.Continue reading Mercedes, Infiniti, Lexus rank tops with mystery shoppers
Mercedes, Infiniti, Lexus rank tops with mystery shoppers originally appeared on Autoblog on Thu, 11 Jul 2013 08:44:00 EST. Please see our terms for use of feeds.
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07-13-2013, 05:48 AM
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Interesting. Would of thought Scion would fair better but maybe things have changed since I've purchased my xB or salepersons are tying to hard to upsell not taking into consideration their customers wants, needs, and budget.
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