Audi Salespeople Top Rankings

By Staff Writer July 10, 2018

For the first time, Volkswagen Group’s Audi brand dealerships ranked highest in the newly released 2018 Pied Piper Prospect Satisfaction Index (PSI) U.S. Auto Industry Benchmarking Study.

The study measured treatment of car-shoppers who visited 3,466 dealerships throughout the country. Study rankings by brand were determined by the Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to industry sales success. From a customer’s perspective, top scoring brands and dealerships on average are considered “more helpful.”

Compared to salespeople for all other brands, Audi salespeople were most likely on average to ask customers questions to determine how a vehicle would be used. Audi salespeople were also among the most likely on average to provide a “walk around demonstration” showcasing vehicle features and benefits, to mention features that distinguish a vehicle from the competition, to ask follow-up questions to better understand customer needs, and to provide reasons why customers should buy from their specific dealership.

Dealerships selling Lexus were ranked second, followed by Toyota, Mercedes-Benz, Infiniti and RAM. Brands, which improved the most from year to year, were Audi, Jeep and GMC. Brands suffering the greatest declines were Infiniti, Tesla and Porsche. A total of 19 brands improved or remained the same from 2017 to 2018, while 13 brands declined.

Seven brands have improved their PSI performance in each of the past three years: Buick, Chevrolet, Jaguar, Kia, Land Rover, Mazda and RAM. Five brands have consistently scored above the industry average for each of the past three years: Audi, Infiniti, Lexus, Mercedes-Benz and Toyota.

Last modified on Tuesday, 10 July 2018 12:46