Dealer Markups Lead To First Decrease In Customer Satisfaction In Over A Decade | Carscoops carscoops ⬇️
says that 25 percent of those who bought mass-market vehicles paid over MSRP compared to just 19 percent of those who bought premium vehicles. Unsurprisingly, pricing has a big effect on overall satisfaction.
Buyers who paid sticker price scored their satisfaction at 850 points on average. Those who paid above it saw an average drop of 93 points to just 757. The total score is calculated through six main factors. Those include the delivery process ; dealer personnel ; working out the deal ; paperwork completion ; dealership facility ; and dealership website . It’s worth noting that some automakers likeThe Best And Worst Performers In terms for mass market brands, Buick ranked highest in sales satisfaction with a score of 825, followed by Dodge and Subaru while on the other end, Toyota , Hyundai and Kia . came in last. The segment average was 782. Alfa Romeo ranked first in sales satisfaction among premium brands with a score of 833, with Porsche coming in second and Lexus third. Genesis was by far the worst performer here with a score of 745 followed by Volvo and Audi . The segment average here was 806. At the end of the day, laws make it impossible for them to dictate pricing at the dealership level though. That’s one reason why other automakers like , Tesla, and Rivian have chosen a direct-to-consumer sales model. Cutting out the dealer saves the customer from the disappointment of walking into a dealer expecting to pay one thing only to be told that the middleman wants a bigger cut.
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