For 2009, J.D. Power’s Sales Satisfaction Index (SSI) has identified Mercury for providing outstanding sales satisfaction. This measures the overall experience of a new car purchase and considers the sales team, dealership facilities, delivery, and the price of the vehicle.
Overall, the last several years has seen an increase in the SSI average. The single area that has shown the most improvement this year was the salesperson as buyers are finding that they are becoming easier to work with when finding a vehicle and negotiating a price.
Also toping the J.D. Power’s Sales Satisfaction Index was Jaguar, which despite falling sales and new ownership has rebounded and remains the top luxury brand in this study. Also ranking well on the list was Cadillac, Lexus, and Mercedes-Benz on the luxury car list. For the mass market list, Buick, Pontiac, and Chevrolet followed Mercury. MINI didn’t top the list, but did excel as the “most improved” brand by moving from a ranking of 16th on the previous SSI to a sixth place ranking.
Mercury’s dominance in initial sales satisfaction is an important indicator that the brand is actually listening to consumers. Although Ford has promised changes regarding Mercury vehicles, the current Mercury lineup is comprised of thinly disguised Ford models, so it’s nice to see that at least the brand is striving to standout in terms of service and in providing a positive dealership experience.
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