Toyota Dealers Top Mercedes and Lexus In Customer Survey
John Goreham's picture

Toyota Dealers Top Mercedes and Lexus In Customer Survey

Car critics who judge a family car only on its performance can never understand why Toyota outsells every other brand. The reason is simple. To actual owners of cars and trucks, the vehicle is only one factor in the ownership experience. Durability, reliability and quality are what put Toyota on top, not having the most horsepower or lowest-profile wheels in any given segment. The news today is that Toyota’s dealerships are ranked number one buy customers. One more example of why people their cars from the company. (See the survey questions on page 2)

The new ranking is courtesy of Temkin Group. In Tempkin’s surveys over the past five years, Toyota has been on top three times. This year, Toyota’s score of 66 narrowly beat out Mercedes-Benz, who scored 65 and Lexus, who scored 63. Volkswagen came in dead last among automakers with a 44 score.

Temkin Group asked 10,000 U.S. consumers to evaluate their recent dealership experiences across three dimensions:
1) Success (can you do what you want to do?)
2) Effort (how easy is it to work with the company?)
3) Emotion (how do you feel about the interactions?).
Temkin Group averaged the three scores to produce each company's Temkin Experience Rating. Toyota’s score not only tops all auto dealers’, but it also puts it into the top third of companies in all industries that Temkin has surveyed.

Image courtesy of Orlando Toyota.


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Comments

From my experience this is a very accurate survey. With Toyota, the product sells itself. Other dealers continue to use high-pressure, nasty, sales practices – I've had to block some dealers repeated incoming calls. Why would anyone need to be pressured or "tricked" into a vehicle purchase? Concur: My contacts with Volkswagen have been the worst and I'll make the effort to avoid visiting again.