Jag tops in customer approval

first_imgFor the third straight year, Jaguar dealers scored top marks for customer satisfaction, according to a J.D. Power survey released Wednesday. The study ranked dealerships by the quality of the facility, the salespeople, the paperwork and financing process, delivery and satisfaction with price. Power polled more than 42,000 new-car buyers for the survey. Cadillac ranked second, while Lincoln and Porsche tied for third. “To lead the industry for three consecutive years reflects the tremendous standards that our dealers consistently achieve,” said Jaguar’s Mike O’Driscoll. AD Quality Auto 360p 720p 1080p Top articles1/5READ MORESurfer attacked by shark near Channel Islands calls rescue a ‘Christmas miracle’The Power study also revealed that more than half of new-car buyers go to a single dealer before they buy. They have done their homework on the Internet and know exactly what type of vehicle they want. So when they walk onto a dealer’s lot the level of customer service may not make or break a deal, but it does affect whether or not they return to service their auto, according to the study. “People who are very satisfied with the sales process, 90 percent of those people say they are likely to return to the dealer for service,” said Power analyst Tom Gauer. Offering the best customer service at car dealerships is a competitive business. This year dealers upped their numbers by focusing on the basics – answering questions, frank negotiating, and lots of attention, even after agreeing to a price. Timing was a key issue, with the average buying process taking roughly three hours. Dealerships that kept customers busy while waiting for financing by showing them how to program radio stations or adjust seats improved their scores. Nonpremium nameplates placed in the top 10, with Saturn and Lexus tied for fifth place. Buick was seventh while Mercury placed ninth. American carmakers continue to speed ahead of many of their Asian rivals, which prompted mixed explanations from experts. “They’re trying harder,” said Peter Welch, president of California Motor Car Dealer’s Association. “When your sales volume starts to fall, they are a very creative bunch.” Brett Hoselton, an analyst at KeyBanc Capital Markets, said it boils down to expectations. “The person who buys a Toyota knows they are paying a premium for that car compared to a comparable American brand, and they want better service.” Gauer, at Power, believes Asian nameplates appeal to a younger buyer, who are more discerning. “The younger the buyer, the more critical they are in their evaluations,” Gauer said. “They just don’t give top box evaluations. … It makes it more challenging for them to do well on these customer satisfaction surveys.” julia.scott@dailynews.com (818) 713-3735 The top 10 nameplate rankings for customer satisfaction with dealers 1. Jaguar 2. Cadillac 3. Lincoln (tied) Porsche 5. Lexus (tied) Saturn 7. Buick 8. Volvo 9. Mercury 10. Mercedes-Benz 160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set!last_img

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