J.D. Power Reports: Satisfaction Increases Considerably When Auto Dealers Use Mobile Technology During the New-Vehicle Sales Process Jaguar Ranks Highest among Luxury Brands;

MINI Ranks Highest among Mass Market Brands for a Fourth Consecutive Year

WESTLAKE VILLAGE, Calif., Nov. 14, 2013 /PRNewswire/ -- Sales satisfaction among new-vehicle buyers is 52 points higher when their salesperson uses a tablet device than when their salesperson does not use a tablet during the sales process (844 vs. 792, respectively, on a 1,000-point scale), according to the J.D. Power 2013 U.S. Sales Satisfaction Index (SSI) StudySM released today.  

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"The study finds that tablets are proving to be versatile and effective tools that may help maintain consistency in the sales process, while providing easily accessible and dynamic product information," said Chris Sutton, senior director of the automotive retail practice at J.D. Power. "Although tablet usage has increased from a year ago, dealers are still missing an opportunity to improve their sales experience by providing shoppers with sales information on a single platform that allows them to easily browse options and features with immediate commentary from their salesperson."

KEY FINDINGS

  • Satisfaction is highest among new-vehicle buyers who are presented with pricing/payment options on a computer screen or tablet (833), followed by a computer printout (820); verbal price quotes (792); and hand-written figures (780).
  • Tablet usage remains relatively limited, with only 10 percent of dealership salespeople using these devices, which is up from 7 percent in 2012.
  • New-vehicle buyers most often indicate that salespeople use these devices to capture their personal information (51%); demonstrate vehicle features (41%); and display price or payment information (38%).
  • During the shopping process, consumers most often use their mobile devices at the dealership to access vehicle pricing information (72%); model information (52%); and search inventory (38%).

Rankings

Rankings are based on the experiences of both buyers and rejecters. Overall sales satisfaction improves 9 points year over year to 673 in 2013.

Jaguar ranks highest among luxury brands in satisfaction with the new-vehicle buying experience with a score of 740. Among luxury brands, Volvo improves the most (+30 Index points) and moves up in the rankings to 9th in 2013 from 11th in 2012.

For a fourth consecutive year, MINI ranks highest among mass market brands, with a score of 718, a 6-point increase from 2012. Among mass market brands, Kia improves the most (+33 index points) and ranks 11th in 2013, up from 16th in 2012.

The 2013 U.S. Sales Satisfaction Index (SSI) Study is based on responses from 29,040 buyers who purchased or leased their new vehicle in April or May 2013. The study is a comprehensive analysis of the new-vehicle purchase experience and measures customer satisfaction with the selling dealer (satisfaction among buyers). The study also measures satisfaction with brands and dealerships that were shopped, but ultimately rejected in favor of the selling brand and dealership (satisfaction among rejecters) and was fielded between July and September 2013.

Luxury Brands



Sales Satisfaction Index Ranking


J.D. Power.com Power Circle Ratings

(Based on a 1,000-point scale)


For Consumers




Jaguar

740

5

Porsche

739

5

Lexus

737

5




Infiniti

734

4

Mercedes-Benz

728

4




Luxury Segment Average

718

3

Cadillac

715

3

BMW

712

3

Audi

709

3




Volvo

708

2

Land Rover

706

2

Acura

705

2

Lincoln

692

2

NOTE: Tesla is included in the study, but not ranked due to small sample size.

Mass Market Brands



Sales Satisfaction Index Ranking


J.D. Power.com Power Circle Ratings

(Based on a 1,000-point scale)


For Consumers




MINI

718

5




Buick

694

4

Chevrolet

686

4

GMC

686

4

Hyundai

677

4

Volkswagen

677

4




Fiat

674

3

Honda

672

3

Toyota

672

3

Mass Market Segment Average

666

3

Nissan

662

3

Ford

661

3

Kia

661

3

Scion

656

3

Subaru

656

3

Mazda

653

3

*Chrysler

649

3




Dodge

638

2

Jeep

630

2

Ram

626

2

NOTE: Mitsubishi and smart are included in the study, but not ranked due to small sample size.

*Chrysler brand, not Chrysler Group LLC.

Power Circle Ratings Legend:
5 – Among the best
4 – Better than most
3 – About average
2 – The rest

Media Relations Contacts
John Tews; Troy, Mich.; 248-680-6218; media.relations@jdpa.com
Syvetril Perryman; Westlake Village, Calif.; 805-418-8103; media.relations@jdpa.com 
About J.D. Power and Advertising/Promotional Rules www.jdpower.com/corporate 
About McGraw Hill Financial www.mhfi.com 

 

SOURCE J.D. Power



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