Buying a car isn’t an easy process these days. As vehicles get more complex, so does the once-simple process of finding the right car, truck or crossover – and then understanding all of its features. That’s why it’s increasingly important for customers to have access not just to the traditional salesperson but vehicle specialists, notes market research firm J.D. Power and Associates in its latest Sales Satisfaction Index.
The annual study delivers a few surprises as it examines how pleased shoppers were with the new vehicle buying process. Porsche, which has also led a number of recent quality studies, was top brand overall. But resurgent Buick was named the top mainstream brand, according to the 2017 SSI study.
“Owners can be challenged with the complexity of today’s vehicles,” said Chris Sutton, vice president of automotive retail practices at J.D. Power. That’s why it’s critical for dealers to employ specialists who can “show the technology to the owner (to) really ensure the customer gets the most benefit out of their vehicle.” (more…)