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.