J.D. Power has released its latest Sales Satisfaction Index Study results. And once again, some people are confused by what this survey measures. Edmunds: “In an unusual twist, many Asian brands — including Honda, Toyota, Scion, Subaru, Suzuki, Hyundai and Mazda — ranked below the industry-average customer satisfaction score in the study, despite gaining market share over domestic vehicles.” Shock! Horror! How can customer satisfaction with the triumphant Japanese be below average? Because this survey has nothing to do with the car, and everything to do with the dealer. As in past years, the differences between the scores is small. Nearly every mainstream brand falls within 20 points of the average on a 1,000-point scale; the difference between the top and the bottom is less than 1,000 points. The most surprising result– also not news– the average car dealer scores 857 out of 1,000. Think of it this way: if car dealers are so good, and the average level of satisfaction is so high, then why do most people prefer root canal surgery to visiting a car dealer? [ED: By the same token, why doesn’t Anita Lienert read TTAC?]
[Michael Karesh runs TrueDelta, a TTAC data provider]
Frankly, Toyota & Honda (Nissan, Mazda) showroom experience is nothing to write home about. You need much more professional stuff to sell cars that no one wants (GM, Ford) to public who can’t afford to buy it in the first place. It is fitting, that Asians dealerships are saving on salaries and getting scum off the street to peddle their fleets. Domestics perhaps have higher payroll expenses. Just like it cost more to manufacture cars no one wants, it is expensive to sell them as well.
It is fitting, that Asians dealerships are saving on salaries and getting scum off the street to peddle their fleets
With the exception of Saturn, anecdotally I find the opposite of your statement true in the Dayton/Cincy Ohio area. American car dealers have a couple of seasoned salespersons who have repeat customers and actual selling skills, apparently make a good living, dress well and are well spoken. The rest (most) in those American dealerships seem to be the result of “will train anyone with a pulse” how to sell cars. Not saying there’s anything wrong with that, but generally Asian and especially German car companies don’t have ads touting training anyone with a pulse to sell cars.
Any time I’ve been to an Asian automaker dealership, at least Japanese, most every salesperson has seemed drug free, decently dressed and well spoken. And the seasoned salespeople seem more numerous there too.
Good salespeople generally end up where there is good product and a reasonable chance of maintaining markup.
I speak nothing of sales managers/business managers as I’ve seen equal numbers of good/bad/sleezy everywhere.
Frankly, around Princeton area in NJ, salespeople seem to be a bit more polished (less jails in the area), but in Northern part of Jersey car buying experience is akin to documentary about jail population on PBS. I stick to my guns regarding difficulties and requirement for more polished sheisters to sell domestic and perhaps Korean cars. How hard to sell Civic or Prius? Try to unload Hummer when gas is $4/gallon. I am talking good old days of expensive gas and not so much recession.
I’ve only bought a couple of new cars, both domestics, and the dealer experience in both cases was fine.
The second was with one of those seasoned salesman RayH mentioned. No BS, he saved us money on the lease. A pro.
I wonder what the people who insist that domestic dealers are worse will say about the survey.
I’ve seen more sleaze on the domestic side, with Nissan being the exception. I have never had a good experience at a Nissan dealer. The problem with Honda and Toyota is that they are usually busy enough that you almost have to ask to talk to a salesman.
My worst dealership experience was at a VW/Saab dealer. I wouldn’t buy their cars even if they were reliable!
I have only been treated with respect – true respect – in one dealership (where I actually purchased a car) – Garlyn Shelton BMW in Bryan, Texas.
I have been treated nicely in other dealerships as well – while I was looking. However, when it comes time to buy, the true colors show through. Only the BMW dealer was a pleasure to deal with in every way.
autonut:
It’s not like luxury car dealers in north Jersey hire salesmen from prisons. Just like car dealers in Princeton don’t hire salesmen from the university.
And the salesmen around that area are no better than any I’ve been to in Boston, Detroit, Philadelphia etc. No worse. But no better.
Indeed, this study has nothing to do with the car. It’s the SSI, the Sales Satisfaction Index. Basically a measure of how well the sales droid is doing the paperwork. The measure to watch is the CSI, the true Customer Satisfaction Index. Edmunds should know better.
And Michael, you are right: With only a few points difference, the rankings are meaningless.
In my experience, the Japanese brand dealers have actually gotten better in recent years.
Anyone else remember the years of the “voluntary” import restrictions, when you had to get on a wait list for a Honda and beg them to sell you a car? Honda and Toyota dealers were incredibly arrogant during those years. To get a taste of this, visit just about any dealer when they have an especially hot product, and ask to drive it.
This is the tale of one man, but I’ve also noticed that over the past few years I’ve been treated better at the domestic dealerships. The sales folks seem friendlier and more eager. Maybe they figured out that they have to put effort into the sales since these cars don’t sell themselves as easily as a Civic or Corolla does.
The parts area in domestic dealers is different, at least around Detroit. The old timers back there act like I’ve interrupted their smoke breaks or something when I go to buy parts.
Anyway, the worst treatment I’ve ever received at a dealership was from our local Acura folks in Troy. This was a few years ago when the styling on those cars wasn’t so controversial and they were selling well.
Michael,
Not to nitpick, but if it truly is a 1,000 point scale, it stands to reason that the difference between the top and bottom is less than 1,000. How much less?
Edmunds should know better.
Edmunds does know better.
But the accurate story wouldn’t have as controversial, nor generated nearly as many page hits.