News

Mercedes Dealers get top marks for retail experience

July 10, 2011

According to a report in MediaPost.com, Mercedes dealers received the highest satisfaction index rating for the third year in a row in the Pied Piper Prospect Satisfaction Index, which uses 3,524 paid mystery shoppers to rank the retail experience at auto dealerships nationwide.

The Pied Piper study also reported that overall auto industry performance dropped between 2010 and 2011 after four years of improvement. The only brands whose dealerships chalked up gains in the study were MINI, Infiniti, Buick, Jeep and Scion.

Declines occurred among two-thirds of the factors used to determine ratings. The study found that salespeople were less likely to address specific features and benefits relevant to the customer, as well as those that differentiated their brand from the competition. They were more likely to offer a brochure and compelling reasons why the shopper should make a purchase now.

Declines were probably due to sales staff cuts at dealerships, Pied Piper Management Company CEO Fran O'Hagan said in the story. "Over the past year, the quantity of car buyers has rebounded, leading to higher sales spread among fewer salespeople, but also leading to deterioration in customer treatment."

Luxury brands fared well in the ratings, probably due to higher commissions that motivate salespeople to spend more time with shoppers. Among 35 brands ranked, the top five included Mercedes, Jaguar, Lexus, Acura and Infiniti. In descending order, lowest ratings went to Saab, Scion, Smart, Suzuki and Mitsubishi.