Saturn ranked highest among mainstream automotive brands in the latest J.D. Power and Associates 2007 Sales Satisfaction Index (SSI) Study released yesterday. The import-fighting division scored 880 point on a 1,000-point scale to finish eighth place overall, behind Buick and Cadillac.

The study, now in its 21st year, is a comprehensive analysis of the new-vehicle purchase experience. Overall customer satisfaction is measured based on five factors: dealership facility, salesperson, paperwork/finance process, delivery process and vehicle price. Lexus ranks highest in satisfying buyers with the new-vehicle sales process, achieving an SSI score of 897, and improving by 10 points from 2006. Following Lexus in the rankings are HUMMER, Jaguar, Lincoln and Mercedes-Benz, respectively, rounding out the top five nameplates. For a second consecutive year, the industry achieves a record high overall SSI score, improving by 5 points to 852 from the previous record of 847 set in 2006.

The study found 44% of new-vehicle buyers report spendt more than they planned for their new vehicle. These customers provided satisfaction scores that average 67 points less than customers who say they spent within the amount they had budgeted. However, a salesperson who carefully explained the vehicle's features and demonstrated its value can more than compensate for this decrease in satisfaction.

"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 Tom Gauer, senior director of automotive retail research at J.D. Power and Associates. "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."

The study also found that customers whose expectations are exceeded during the sales process are much more likely to return to the dealership for customer-paid service work. Approximately 61% of customers who described their sales experience as "above expectations" say that they will definitely return to the dealership for paid service, compared with 37% of customers who say that their experience merely met their expectations.

The 2007 Sales Satisfaction Index Study was based on responses from 38,654 new-vehicle buyers who registered their vehicles in May 2007. The top 10 brands in the study include:

1. Lexus, 897
2. Hummer, 895
3. Jaguar, 893
4. Lincoln, 892
5. Mercedes-Benz, 888
6. Buick, 887
7. Cadillac, 885
8. Saturn, 880
9. Porsche, 879
10. Mercury, 878

Want more information?

Source: J.D. Power and Associates