A study by JD Power, based on the evaluations of 2,768 new-vehicle owners in Mexico after one to seven months of ownership, ranked BMW highest among luxury brands, Buick second and Audi in third place. Ram ranked highest among mass market brands, closely followed by Honda then SEAT.
But regardless of brand, the 3 factors that are most likely to change Mexican customers’ minds once at the dealership are not price. Below are what dealerships most have to take care of to protect a sale:
- The less paperwork the better: when dealerships require no paperwork from clients interested in a test drive, or keep it under five minutes, sales satisfaction increases. Only 46 percent of customers indicated they test drove a vehicle in 2017 and this is 6 percent lower than 2016. The satisfaction score drops from 852 to 825 out of 1000 points for those that were offered a test drive versus those that were not.
- Simple car insurance and concerns resolved: when a car is bought with a loan insurance is obligatory and since this is the majority of new buyers, the simplicity of this process is also a deciding factor. Most cite customer service as a problem as well as invoicing problems. These problems occur in 28 percent of cases.
- Quality service during vehicle part-exchanges: the customers who leave a vehicle at a dealership as part of the deposit for a new vehicle have lower satisfaction rates at 845 than those who do not at 862. Transactions at dealerships that include a trade-in count for 14 percent, which is drastically lower than new-vehicle buyers in the US, of which 47 percent part exchange another unit.
These three points come down to simplicity and quality of service. As a consumer, next time you are buying a car keep this in mind to recognize how you react to red tape or customer service, and try and choose a vehicle based on its qualities rather than the dealership’s attention. And in the meantime, car agencies could get wise to these factors and adjust their service to keep is simple for the client.