Companies such as Volkswagen have offered new Volkswagen Deals and have not had many issues with consumers, but others with recent issues like Toyota placed highly in the study and tied with several brands. Mitsubishi was the last placed automaker for the survey. The Lincoln, Ford, and Chevrolet brand dealerships have scored above the average for the first time in many years. Mercedes-Benz placed first in the study while Lexus placed second in the study.
For the four years of this study, luxury brands have often outperformed mass market brands. This is probably due to the increased emphasis that many of these brands place on customer service, and perhaps lower numbers overall of customers that shop for these particular brands. Car salespeople have had to become more customer service oriented in order to maintain a positive image, and many dealerships have responded to this increased demand for better customer service with better services.
Ford and other domestic automakers have done better in the study because of new company polices for training salespeople in new selling techniques and education on different models. Customers expect even the mass market brands to have the same level of customer service that luxury brands have.
And automakers like Ford have responded by training their salespeople to be more customer oriented, to be more capable of discussing the unique features of each model, and to be helpful and not pushy. Ford's dealerships are also trained to help customers with financing options. The domestic automakers hope to continue to perform well in studies such as these to better their customer service perception.
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