Jaguar and Mini lead 2010 J.D. Power U.S. Sales Satisfaction

Jaguar XJ - Mini Countryman

The manner in which customers are treated by a dealership, is actually more important to overall new-vehicle buyer satisfaction than actual transaction price, according to the J.D. power and Associates 2010 U.S. Sales Satisfaction Index.

The study is a comprehensive analysis of the new-vehicle purchase experience. 52% of new-vehicle buyers cite dealer treatment as a reason to purchase a car, while 38% cite final transaction price.

These factors considered, Jaguar shoppers were more satisfied with their experience than buyers of other luxury brands in the U.S. The study is based on responses from 25,244 individuals who purchased or leased a new vehicle in May. Mini took the top spot in the mass-market segment, being followed by Mercury and GMC, respectively. Cadillac came in second in the luxury-segment, and Mercedes came in third.

“The process of working out the deal is the primary indicator of whether new-vehicle buyers have a satisfactory purchase experience,” said Jon Osborn, director of automotive research at J.D. Power and Associates. “While there are some buyers who enjoy the negotiation process, many find it to be the most unpleasant part of purchasing a new vehicle. It is particularly important for retailers to make this process as efficient and collaborative as possible, given its importance to overall satisfaction.”

– By: Stephen Calogera

Source: Automotive News (Subscription Required)