Audi tops ranking measuring brand treatment of car shoppers while in-store

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MONTEREY, Calif. - 

The Audi brand dealerships rank highest in the latest Pied Piper Prospect Satisfaction Index (PSI) study that measures the treatment of 3,466 “mystery” car-shoppers at dealerships across the U.S.

This is the first year that the Audi brand has lead the Pied Piper PSI study ranking.

Not only did car shoppers tell Pied Piper management company they consider Audi dealerships “most helpful", but they also say the German brand's salespeople are most likely to ask how a vehicle will be used, which often leads to a better understanding of customer needs. 

Meanwhile, Lexus dealerships rank second, followed by Toyota, Mercedes-Benz, Infiniti and RAM.

Throughout the past three years, Audi, Infiniti, Lexus, Mercedes-Benz and Toyota have steadily scored above the industry average.

While 13 brands declined this year, Audi also joins Jeep and GMC as the most improved brands this year.

In fact, A total of 19 brands have improved or remained in the same standing from last year. Seven brands — Buick, Chevrolet, Jaguar, Kia, Land Rover, Mazda and RAM — have each improved their PSI performance over the past three years, according to Pied Piper.

“Many challenges faced by dealerships are difficult to improve quickly,” Pied Piper president and chief executive officer Fran O’Hagan said in a news release. “But how their sales team sells is something that a dealership can change immediately. Pied Piper has found that while top performing dealerships may use slightly different sales processes, what they all have in common is a commitment for their salespeople to consistently follow the dealership’s sales process.”

Using 3,466 hired anonymous “mystery shoppers” who visited dealerships located across the U.S., the 2018 Pied Piper PSI study surveyed car-shopping experiences between July 2017 and June 2018, according to the company.

Click here for more information about the Pied Piper Prospect Satisfaction Index and complete study results.

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