Jaguar, Mercury win top honors in the J.D. Power Sales Satisfaction Index

Article by Christian Andrei, on August 26, 2010

It's certainly no fluke that the Jaguar brand has won top honors in the annual J.D. Power and Associates Sales Satisfaction Index for the fifth time in six years. Last year, Ford Motor Co. sold Jaguar to India's Tata Motors.

There are five sales process factors to this index, which measures how customers are satisfied by their buying experience. Jaguar, which Ford sold along with Land Rover for $2.3 billion in 2008, gathered a score of 898.

The J.D. Power survey pointed to Jaguar getting high points for salesperson and paperwork/finance process factors.

A new category's sales satisfaction among mass-market brands' was awarded to Ford's Mercury brand. J.D. Power sought to make comparisons among brands more equitable.

Notably, even if 13 luxury brands scored higher on average than 24 mass-market brands (864 to 832 on Power's 1,000-point scale), the ranges overlapped considerably.

Jon Osborn, research director for J.D. Power, said that five of the top 10 are non-luxury brands this year. The 24% drop in industry sales apparently doesn't have anything to do with the survey as generally, customers are more satisfied with the purchasing process.

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