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KELLEY BLUE BOOK
Audi tops dealer study
July 2018
In a mystery shopper study, car buying prospects at Audi dealerships expressed the greatest level of satisfaction, according to Pied Piper, a research company that has conducted this survey for the 12th year. Called the Prospect Satisfaction Index, the study ranked Audi as the top dealer experience for shoppers, followed by Lexus, Toyota, Mercedes-Benz and Infiniti.
According to the company, “Audi salespeople were most likely on average to ask customers questions to determine how a vehicle would be used,” and were more likely to conduct a walk-around demonstration of their products. The study measured the treatment of car shoppers at 3,466 dealers nationally.
Audi has the most significant gain among brands moving up eight positions to snare the top spot from Lexus. The PSI also measured satisfaction increases at Jeep and GMC. Overall, seven makes improved their scores, while 15 brands declined. The bottom five brands from the lowest index score of 89 (100 being industry average) are Tesla, Genesis, Porsche, Alfa Romeo and Fiat.
