Toyota and Mercedes-Benz Dealers Ranked Best for Customer Experience, VW is Dead Last

Steph Willems
by Steph Willems

If you want the best chances of being treated right as a new car buyer, head over to a Toyota or Mercedes-Benz dealer, a new report says.

Temkin Group, a customer experience research and consulting firm, ranked 294 companies, including 20 auto dealers, based on satisfaction surveys from 10,000 Americans. While Toyota took the top spot with a 66 percent rating, the report holds bad news for many automakers, and the industry as a whole.

The survey asked consumers to rate companies based on “success” (the ability to get what you want), “effort” (whether it’s easy to deal with the company), and “emotion” (how you feel interacting with the company).

Toyota hasn’t fallen lower than second place during the past five years, so it’s no stranger to being on top. Mercedes-Benz, which garnered a 65 percent rating, gained ground to grab the second place spot.

Out of the 20 automakers, only Mercedes-Benz, Kia and Audi improved on last year’s customer satisfaction scores. It doesn’t look good on the industry.

From some automakers, reading the report will require a double scotch, straight up.

“At the other end of the spectrum, Volkswagen received the lowest score in the industry with a rating of 44 percent, which put it in 278th place overall,” Temkin Group stated in a release. “Volkswagen’s score tumbled a dramatic 17 percentage points over the last year — the biggest decline of any company in any industry.”

Ouch. Just when you thought the damage to that company’s reputation was complete.

There’s plenty of bad news for others, too. BMW’s rating fell 15 points this year to 51 percent, while General Motors dropped 13 points to 47 percent. GM’s Cadillac brand fell 12 points to 49 percent. To put those numbers into context, Volkswagen’s rating is 44 percent.

There’s clearly room for improvement at auto dealers, but the same goes for the car rental industry. With a rating of 57 percent, the rental industry dropped seven points since last year.

[Image: Toyota Motor Corporation]

Steph Willems
Steph Willems

More by Steph Willems

Comments
Join the conversation
2 of 89 comments
  • John66ny John66ny on Jun 03, 2016

    If you go and look at the actual survey you may, like me, form the opinion that it's a total farce designed to attract clients to their consulting business. If the sample questions they show are actually indicative of their real questions, it appears that they probably didn't allow the respondents to say "no opinion", and hence they might have responded based more on general perception than actual experience.

  • DrGastro997 DrGastro997 on Jun 03, 2016

    I've had nothing but great experiences with my local Toyota dealer. My 4Runner gets serviced there. What I find impressive is there backing of product, even after warranty. My local Porsche dealer that I bought a 911 from is absolutely careless of you and the product they've sold you.

  • The Oracle Well, we’re 3-4 years in with the Telluride and right around the time the long term durability issues start to really take hold. This is sad.
  • CoastieLenn No idea why, but nothing about a 4Runner excites me post-2004. To me, they're peak "try-hard", even above the Wrangler and Gladiator.
  • AZFelix A well earned anniversary.Can they also attend to the Mach-E?
  • Jalop1991 The intermediate shaft and right front driveshaft may not be fully engaged due to suspected improper assembly by the supplier. Over time, partial engagement can cause damage to the intermediate shaft splines. Damaged shaft splines may result in unintended vehicle movement while in Park if the parking brake is not engagedGee, my Chrysler van automatically engages the parking brake when we put it in Park. Do you mean to tell me that the idjits at Kia, and the idjit buyers, couldn't figure out wanting this in THEIR MOST EXPENSIVE VEHICLE????
  • Dukeisduke I've been waiting to see if they were going to do something special for the 60th Anniversary. I was four years old when the Mustang was introduced. I can remember that one of our neighbors bought a '65 coupe (they were all titled as '65 models, even the '64-1/2 cars), and it's the first one I can remember seeing. In the '90s I knew an older gentleman that owned a '64-1/2 model coupe with the 260 V8.
Next