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Chrysler low in sales satisfaction, Fiat high

by David Zatz on

Chrysler continues to be rated poorly on the new car buying process,  rating at the bottom of the J.D. Power survey. Mini topped the charts, with Fiat at #5 out of 20; Fiats are sold in separate facilities from Chrysler vehicles and are supposed to have different sales personnel.

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General Motors took three of the top five non-luxury places and beating all Japanese mass-market brands with Buick, Chevrolet, and GMC, and having no brands below average (though Cadillac came in just below the luxury brand average).

Ferrari and Maserati were not on the list. Chrysler was just below the average (and below Ford and Nissan), and Jeep, Dodge, and Ram anchored the bottom, above just one brand — almost-irrelevant former Chrysler partner Mitsubishi. The low ratings reflect poorly on Chrysler’s attempts to improve its sales experience, but are unrelated to quality and reliability.

According to Automotive News, one factor separating luxury brands from others is the use of product specialists, to show customers features and technology. J.D. Power said that when buyers are satisfied, the order of importance of key factors is deal-making, the sales person, the delivery process, and, finally, the facility.  For those who shop but buy somewhere else, the reasons are, in order of importance, the sales person, price, negotiating experience, inventory variety, and, finally, the facility.

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