Mechanical reliability is a big factor in automobile satisfaction, but there’s another important piece to the equation. A new study by J.D. Power and Associates attempts to measure the quality of the customer experience — particularly the buying process. Looking at everything from showroom aesthetics to the paperwork, customers ranked Jaguar number one.
Overall customer satisfaction is measured based on five factors: dealership facility; salesperson; paperwork/finance process; delivery process; and vehicle price.
Following Jaguar in the rankings are Hummer, Lexus, Cadillac and Mercedes-Benz, respectively, to round out the top five nameplates. The bottom five? Mitsubishi, Nissan, Jeep, Dodge, and Mazda. Interestingly, Toyota and Honda ranked below the industry average, while Chevrolet and Ford ranked above the median threshold.
“A poor customer experience over the phone, e-mail or at the dealership not only leads to a loss in potential sales, but also has a detrimental impact on repeat business,” said Tom Gauer, senior director of automotive retail research at J.D. Power and Associates. “Customers who are disappointed with their sales experience are nearly three times less likely to return to their dealer for vehicle service. These customers also tell an average of six people to avoid shopping at that particular dealership. Ensuring a pleasant shopping experience is absolutely critical in surviving today’s challenging auto market.”
Among customers who leave a new-vehicle dealership without making a purchase, 40 percent cite poor treatment as the primary reason. Conversely, “hassle-free” negotiation is a leading reason why buyers choose to purchase from one dealer compared with another dealer.



11/20, 5:41 PM
posted by:
inspire
It’s not surprising to me a marque like Jaguar would rank #1. Rationale? Who would want to buy a Jag? The dealer better treat that sale like it’s their first one (because it probably is for that month). Hummer? Same thing — some testerone-laced sap wants to buy a Hummer and the dealer will treat that person like royalty.
Honda and Toyota below average? I think it’s because they have so many people going through their doors, they have become so arrogant and become choosy with whom they wish to speak. Now if the Big3 can start making cars that consumers want (ie spend their hard earned money on … not just auto journalists praise). I think consumers are tired with the sour rhetoric the Big3 dealerships have given them in the past … the BS they get at the import dealerships are more easily tolerated.
I am surprised to see Mazda at the bottom. But then again … I’ve never stepped foot into a Mazda dealership so I wouldn’t know how they’d treat me.
11/20, 5:44 PM
posted by:
idrinorbarsaku
i don’t even listen to what JD says anymore. you better get great quality experiance when buying an expensive car like a jag. i still think lexus dealerships are better though.
11/20, 6:10 PM
posted by:
Borat
I reckon that Honda and Toyota dealers are employing the cheapest scum of the earth, since they own monopoly on sales (Dr. Fill is not included in this category). If you are consumer with actual money or credit (have some money) you are not going to invest into product of a company with 1 foot in the grave (I am not using names to flame the tempers). Actually, even before crisis Toyota and Honda did not have friendliest stuff (at least in my area). As a mass manufacturer they did not provide great customer service either. If you are looking for service and respect, you had to waltz to Lexus, Acura or BMW dealership.
11/20, 6:45 PM
posted by:
jayjc08
Inspire- Using that logic, Jeep and other Chrysler nameplates should be at the top.
Toyota has been bombing in terms of quality and reputation. Not to say they don’t make “reliable” cars, but a lot of their recent ones have been below average.
I’m not surprised by Lexus, Cadillac and Mercedes Benz. Pleasantly surprised by Hummer.
11/20, 7:07 PM
posted by:
zoomzoomer
I’m guessing that Browning Mazda in Cerritos, CA singlehandedly dragged Mazda down to the bottom of the charts.. from the showroom to the service departiment, there isn’t a pleasant person working there!
11/20, 8:33 PM
posted by:
wobbs
have you been in a Jag garage – Ii went in looking for a replacement for my 55 220 they are the most **** sure tossers I have come across – sorry my dad worked for ford in the Uk – bought out by Jag – - they suffered because the w4nkers in the showrooms think they are part of some elite race oh you cant possibly drive a jag you havent got a double barreled surname or you suit is worth les than £600 – well f4ckers I pay more tax than you earn so check you fing attitude at the door, and the reason they have bommed over in the UK woudl you bu y an overpriced old style ford mondeo, they will protest my father built the thing son the same lines with a lot of the same bitsand it drives like one ( as in turning circle like a bus) sorry the TDCI mondeo was more powerfull the xtype sport had the pulling power of a yak – sorry stying with the real ultimate driving machine no W in its name though
11/20, 9:57 PM
posted by:
johnnycanuck
J.D. Power should take the same 5 factors and apply them to marriage. Either way Hummer would still come out near the top.
11/21, 2:11 AM
posted by:
Got Handling?
johnny you really are a wit, wobbs are you typing one-handed or do you have some kind of learning impairment?
11/21, 2:23 AM
posted by:
howsmydriving
So when you go to buy a Jaguar, no salesman says, “I’d like you to meet my manager”?
11/21, 8:30 AM
posted by:
BMW M1
@johnny: hahaha, johnny ur hillarious
11/21, 10:50 AM
posted by:
Need more oil for GM
Yay, so it’s a good experience when you buy a Jag. Too bad it’s all downhill once you drive it off the lot.
11/21, 1:32 PM
posted by:
sakio327
Johnny, you are absolutely brilliant. I haven’t laughed at a posting on LLN as much as yours in a while.
As for Jag, it must hurt Ford to know that the second Jag leaves Ford, it becomes a satisfying car.
Toyota deserves to be at the bottom of the list. Not because they don’t make reliable cars, but the dealership experience at a Toyota dealer is probably the worst you can have , whether buying or servicing. It’s practically the 50’s in their draconian used car lot style of selling. I assume Honda, Nissan or Mazda is no better.
11/21, 1:33 PM
posted by:
Vroom
Clearly, Ford owns JD Powers. There’s no other reasonable explanation for such positive reviews of their products.
11/21, 7:35 PM
posted by:
megeebee
Too bad this doesn’t translate into better sales.
The “sample” used to establish this result is, by nature, a very small one. An expensive car, sold by few dealers, to few people, is a statistical fast-track to a good result. Not that Jag’s aren’t very good cars. But sales in 2007 for the entire line were all of 15,600 total. Lexus moved 329K. Their good showing is further proof of Toyota’s ability to “satisfy” customers on a titanic scale.
11/29, 1:59 PM
posted by:
jackjimturkey
John david Power is just making stuff up now. What’s next, a “new-car smell” customer satisfaction index?
My uncle drives a ‘76 Jaguar.
Mazda? yeahy, I agree with that, terrible dealer experience.
“A poor customer experience over the phone, e-mail or at the dealership not only leads to a loss in potential sales, but also has a detrimental impact on repeat business.” DUH!
inspire: “Honda and Toyota below average? I think it’s because they have so many people going through their doors, they have become so arrogant and become choosy with whom they wish to speak.” I think you nailed that one. They don’t have time to treat any one customer like a customer.
Now if the Big3 can start making cars that consumers want (ie spend their hard earned money on … not just auto journalists praise). I think consumers are tired with the sour rhetoric the Big3 dealerships have given them in the past … the BS they get at the import dealerships are more easily tolerated.
idrinorbarsaku: i’ve not been to many l—s dealerships, but I get the honda dealership on speed feeling. It’s like Julia Roberts in Pretty woman at that expensive store ….
Borat: BMW and A—a dealers seem to start the special treatment immediately. You come in those stores, you’re royalty.
zoomzoomer: I was particularly thinking of Browning Mazda! But the Honda dealer right next door … it’s like night and day.