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Saturn tops in satisfaction
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June 30, 1998: 4:59 p.m. ET
The 1998 Sales Satisfaction Index Study ranks the car buying experience
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AGOURA HILLS, Calif. (CNNfn) - Saturn has scored highest in a new survey intended to show what consumers like and don't like about the car buying experience, J.D. Power and Associates, an automotive research firm, said Tuesday.
Most of those responding to the survey said they liked Saturn's uncomplicated sales process featuring one-price shopping and a low-pressure environment.
Cadillac and Lexus were ranked second and third.
The study showed the top reasons consumers are unhappy with their experience at a dealership are broken promises, complicated prices, negotiations, and an intimidating environment.
Consumers feel promises are broken most often when a greater number of personnel are involved in the purchase, "resulting in inconsistent communication and lowered sales satisfaction," according to the study. The research also found that consumers find the negotiation process "stressful, poorly communicated and confusing," leading to the feeling that they are not getting a good deal.
An intimidating environment is another "turnoff" the study showed. According to J.D. Power, "Buyers who indicated they experienced pressure during the sales process have a significantly lower opinion of the dealership environment."
All of the brands listed ranked above the industry average for satisfaction in the 1998 Sales Satisfaction Index Study : Saturn, Cadillac, Lexus, Land Rover, Volvo, BMW, Jaguar, Mercedes-Benz, Lincoln, Infiniti, Mercury, Oldsmobile, Buick, Saab, Chevy, Audi, Ford, Acura, Volkswagen, Chrysler, and Pontiac.
The following Finished below the industry average in alphabetical order: Dodge, GMC, Honda, Hyundai, Isuzu, Jeep, Kia, Mazda, Mitsubishi, Nissan, Plymouth, Subaru, and Toyota. 
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