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USA Today
Study: Mercedes dealers treat shoppers best, Lincoln does not
July 2011
Mercedes-Benz dealers treated customers best and Lincoln stores were the worst in the luxury category, but overall satisfaction with car dealers fell in new "secret shopper" study.
Dealer management consultant Pied Piper's annual shopper satisfaction study sent 3,524 anonymous paid "shoppers" into dealerships to rate the experience on everything from features explained in a way specific to their needs to finishing the sale.
It was a third year on top among luxury brands for M-B. It was followed by Jaguar and Lexus, tied for second. Lincoln declined this year to below overall industry average and more proletarian brands. Ford's score also declined.
Dealer management consultant Pied Piper's annual shopper satisfaction study sent 3,524 anonymous paid "shoppers" into dealerships to rate the experience on everything from features explained in a way specific to their needs to finishing the sale.
It was a third year on top among luxury brands for M-B. It was followed by Jaguar and Lexus, tied for second. Lincoln declined this year to below overall industry average and more proletarian brands. Ford's score also declined.
