Than 25% of Those Who Leave Dealerships Do So Because of Salesperson
than one-fourth of the people who walked out of a new-vehicle
dealership without buying said they did so mainly because they
didn't like the way the salesperson handled their business, according
to the J.D. Power and Associates 2003 Sales Satisfaction Index
satisfaction scores have improved overall, the study finds relatively
little evidence that dealers as a whole have improved the actual
processes with which they interact with customers," said
Chris Denove, partner at J.D. Power and Associates. "Dealers
and manufacturers are sometimes under the false impression that
customers are truly committed to a certain model. However, approximately
one-half of the shoppers who leave a dealership because they didn't
like the way the dealer handled their business don't make the
effort to purchase from another dealer selling the same brand.
Instead, they simply walk across the street to purchase an entirely
study finds that customer satisfaction with the new-vehicle sales
process has improved slightly over 2002, primarily due to the
expanded use of lower interest loans for longer terms and a significant
decline in complaints about dealers' lack of vehicle availability.
Buyers who took out a traditional loan paid lower interest rates
(averaging 4.8 percent in 2003 vs. 5.5 percent in 2002) and financed
their vehicle for a longer term (58 months in 2003 vs. 55 months
in 2002). As a result, the average monthly vehicle loan payment
in 2003 is $427, down from $441 in 2002.
average, customers are facing a win-win situation when shopping
for a new vehicle this year," said Denove. "Buyers are
less likely to have to compromise on options or color because
dealers have more vehicles in stock. Financing options are better
than ever, with nearly one in 10 loans paying zero-percent interest,
and more than one-half paying a below-market interest rate subsidized
by the manufacturer."
ranks highest in sales satisfaction in 2003, improving eight index
points over 2002. Cadillac performs consistently well across all
measures of satisfaction, which include the dealership facility,
working with the salesperson, paperwork/financing process, delivery
process and vehicle price.
2003 Sales Satisfaction Index Study is based on more than 40,000
responses from buyers and lessees of new 2002 and 2003 model cars
and light trucks. The study, which was fielded in April and May
of 2003, provides the automotive industry with a comprehensive
analysis of the new-vehicle purchase experience.
for more information on J.D. Power and Associates.
(Source: J.D. Power and Associates)