Press - Jaguar

MONTEREY, CALIFORNIA – July 9, 2012 –Mercedes-Benz dealerships ranked highest in the newly released 2012 Pied Piper Prospect Satisfaction Index(R) (PSI(R)) U.S. Auto Industry Benchmarking Study, which measured dealership treatment of car-shoppers. Study rankings by brand were determined by the patent-pending Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to industry sales success.

Acura, Infiniti and Lexus dealerships, the luxury brands from Honda, Nissan and Toyota respectively, finished in a tie for second. Overall auto industry performance improvement was widespread, with twenty-four of thirty-four auto brands improving PSI performance from 2011 to 2012. Industry-wide improvement led to a new highest recorded industry average PSI score of 105.

It looks like Mercedes-Benz' focus on retail, including giving sales staff at dealerships iPads and installing interactive video displays on showroom floors, has paid off. The brand's dealers have gotten the highest satisfaction index ranking for the third year in a row in the Pied Piper Prospect Satisfaction Index, which uses mystery shoppers to rank the retail experience.

The automaker has just opened a flagship dealership "laboratory" in Manhattan to test some of the above-mentioned retail innovations, pulling up stakes at its old showroom near the mouth of the Lincoln Tunnel and heading over to the East Side. The company two weeks ago held an opening bash for the five-story facility on East 54th Street.

The Pied Piper study, involving 3,524 paid, anonymous "mystery shoppers" in dealerships nationwide, suggests overall auto industry performance dropped from 2010 to 2011, after four years of gains.

Industrywide: 36% of customer internet inquiries remain unanswered after 24 hours

Lexus, Honda and Toyota dealerships ranked highest in a newly released Pied Piper Prospect Satisfaction Index(R) (PSI(R)) Internet Lead Effectiveness(™) Benchmarking Study to measure dealership responsiveness to customer inquiries over the internet. The study measured average dealership performance for all major U.S. automotive brands, showing a wide variety in performance by brand. Pied Piper conducted the study as an independent benchmarking service to its Internet Lead Effectiveness clients, who receive monthly internet "mystery shops" to measure and improve dealership response to internet inquiries.

Mercedes ranked number one—just above Lexus—in the 2010 Pied Piper Prospect Satisfaction Index. The results come from more than 3,600 anonymous mystery shoppers nationwide.

If car buyers want to be treated well, they should head to a Mercedes-Benz dealer. So says a survey by automotive retailing consultants, Pied Piper Management. It named Mercedes-Benz as the brand that handles customers best, followed closely by Lexus, Land Rover, Acura and Jaguar.

The survey was carried out by more than 3,600 "mystery shoppers" who visited dealerships across the United States and measured how they were treated by sales teams. They measured staff personalities in categories ranging from friendliness to high-pressure attitude, while also taking note of sales traits like discussions of financing options, introduction to sales managers and follow-up.

Perhaps the most interesting finding is that the stereotypical aggressive, pushy car salesman appears to be a dying breed. According to Pied Piper, this type cropped up just six percent of the time, far less than the opposite end of the spectrum ? an inattentive, unhelpful salesperson ? who made 18 percent of those under scrutiny. Pied Piper CEO, Fran O'Hagan, thinks the internet is behind the decline of such high-pressure selling.

"The internet has shifted the balance of power to customers who now know a lot about products and prices because of their online research," said O'Hagan. "Smart salespeople have figured out that there's still a lot for them to do that involves being helpful, but not leading customers down a road determined by the salesperson."

Mercedes Benz and other luxury automakers topped the list of the best dealership experience, according to the results of the 2010 Pied Piper Prospect Satisfaction Index (PSI) U.S. Auto Industry Study. Though luxury brands took the top nine spots, the study showed that the domestic brands showed the most improvement in 2010, with Ford, Lincoln and Chevrolet scoring above the industry average for the first time since PSI study began four years ago.

The Pied Piper study also pointed out some interesting behavioral trends at the dealership. For example, shoppers are more likely to get an inattentive salesperson than pushy one. "The stereotypical car shopping experience of having an overbearing salesperson happened far less often (6% of the time) than the opposite: a salesperson who simply was not helpful enough and did not devote enough time and attention to the car shopper (18% of the time)," the report concluded.

As always, you get what you pay for. Ward's reports that luxury brands ranked highest in the fourth-annual Prospect Satisfaction Index, an auto-retailing survey conducted by consultancy firm Pied Piper Management. The organization hired 3,600 "mystery shoppers" to visit dealers around the U.S. and record their experiences. Mercedes-Benz topped the list, with other premium marques like Lexus, Land Rover and Acura following closely behind. Detroit improved the most, with both Ford and Chevrolet beating the average score. Overall, the industry's performance improved markedly, with 25 of 34 brands scoring higher this year than last. Good news for car buyers, but this also means six of them fared worse than in 2009. Mitsubishi came in last with Suzuki finishing one-spot higher. It's interesting how surveys like this mirror the troubles facing both companies in the U.S. Hit the link in today's show notes at AutolineDaily.com for more interesting information about the Prospect Satisfaction Index.

Pied Piper's annual Prospect Satisfaction Index ranks dealers in order of consumer satisfaction, so, logically, any automaker would want to be at the top of the list. Mercedes-Benz has taken the gold in 2010, thanks to its sterling customer satisfaction.

In what is sure to be reassuring news for the auto industry as a whole, 25 of the 34 brands scored higher compared to last year's index. During the survey, Pied Piper dispatched 3658 mystery shoppers to dealers to gather feedback for a variety of dealer-consumer criteria, mainly focusing on salesperson interaction.

Sitting atop this year's PSI is Mercedes, followed by Lexus, Land Rover, Acura, and Jaguar to round out the top five. The first mass-market brand to appear in the order is Chevrolet at tenth; Ford and Honda placed directly behind. After the industry average, just 12 brands were rated to be below average, with Mitsubishi owning the dubious honor of 34th place.

A recent dealer study conducted by Pied Piper of Monterey, California, reports that Mercedes-Benz has the most highly rated dealers in the United States according to the Prospect Satisfaction Index.

In what is sure to be reassuring news for the auto industry as a whole, 25 of the 34 brands scored higher compared to last year's index. During the survey, Pied Piper dispatched 3658 mystery shoppers to dealers to gather feedback for a variety of dealer-consumer criteria, mainly focusing on salesperson interaction.

Sitting atop this year's PSI is Mercedes, followed by Lexus, Land Rover, Acura, and Jaguar to round out the top five. The first mass-market brand to appear in the order is Chevrolet at tenth; Ford and Honda placed directly behind. After the industry average, just 12 brands were rated to be below average, with Mitsubishi owning the dubious honor of 34th place.

A study measuring how dealerships treat customers rated Mercedes-Benz highest but said Detroit's brands have showed the most improvement.

Ford, Lincoln and Chevrolet scored above the average for the first time in the four years that Piped Piper Management Co. has conducted its study. Lexus was No. 2 and Mitsubishi placed last in the survey.

Pied Piper, of Monterey, Calif., sent 3,658 mystery shoppers into dealerships to develop its Prospect Satisfaction Index.