Study: Lexus Satisfies Consumers

Toyota s luxury division Lexus recently took another victory as it was named by J.D. Power and Associates as the best automaker when it comes to dealing with customers. The luxury brand has consistently ranked high in the survey conducted by J.D. Power and is also last year s highest ranked brand.
The study is designed to determine which automaker provides the best service to consumers in the purchasing process. J.D. Power has been doing the study for 21 years and it has become a measuring stick in the auto industry. Five factors were considered by J.D. Power and Associates in determining the ranking. These factors are dealership facility, salesperson, paperwork/finance process, delivery process, and the price of the vehicle.
The study has a 1,000 point scale and Lexus was able to attain 897 points - ten more than what they have had last year. This shows that while Lexus is already a leader in the field, it is not resting on its laurels and is continuing to come up with customer related services. Hummer, Jaguar, Lincoln, and Mercedes-Benz completes the top five showing diversity.
Tom Gauer, the senior director for automotive retail research at J.D. Power and Associates, said: "Lexus improves by four rank positions from 2006, which is a gain driven primarily by increased customer delight with the dealership facility, salesperson performance and vehicle price."
Gauer also pointed out how Lexus was able to satisfy its customers. "For example, Lexus salespeople show particular concern for helping customers stay within their budgets, choosing the right vehicle for their needs, as well as for making the negotiation process clear and understandable," explained Gauer.
He also praised Hummer and the improvements that the marquee has put into action. "Hummer receives a score of 895, up by 21 points from 2006, and improves notably in the vehicle price and paperwork/finance process," he said.
The study not only named which automaker has the best practice in dealing with consumers but it also highlighted the car buying practices of consumers. According to Gauer, consumers usually want a salesperson to help them find the best car for them. If a salesperson is able to do that, then, they would be satisfied.
"While all new-vehicle buyers hope to get a good deal, customers are receptive to spending more than they originally budgeted provided that the salesperson does a good job of educating the customer about the features and benefits that they are receiving," said Gauer. "Customers are looking to the salesperson to help them buy a vehicle that fits their budget, but they are certainly open to spending more if the salesperson can successfully convey the value of the vehicle."
This dependence of consumers on salesperson is also true when they are buying car accessories like the Acura car cover.



Bookmark it: