Mercedes Dealerships Top Customer Satisfaction Study

Emmanuel P July 15, 2011

For the third year running, an independent study by Pied Piper shows that Mercedes-Benz dealerships were best at treating prospective customers. The study focused on how personnel at a dealership dealt with explaining a car’s features to a customer up to the point of finalizing the sale. Pied Piper sent more than 3,500 secret shoppers to various dealerships across the U.S. to come up with their list of best car dealers.

Mercedes dealerships bested Jaguar and Lexus, which both came in tied at second. Because of the earthquake in its home country, Lexus is in danger of being overtaken by both Mercedes-Benz and BMW as the top-selling luxury brand in the U.S.

Due to the effects of a weakened economy and the industry downturn, several car manufacturers have reduced staffing and cuts in the sales force have led to a dip in customer satisfaction. These affected brands like Mitsubishi and Suzuki, which came out as low-volume brands in the Pied Piper study. The bottom dweller in the study, and scoring lowest in the dealer satisfaction experience, was Lincoln. At the conclusion of the study, Pied Piper CEO Fran O’Hagen said that sales personnel need to focus more on customer needs rather than letting their salesmanship character take precedence. While Mercedes-Benz vehicles are more expensive than the competition and are higher to insure by car insurance companies, customers seem to be very satisfied not only with the cars but with the service the dealerships have provided.

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