Ford’s luxury arm, Lincoln, ranked first among luxury brands in the 2020 J.D. Power U.S. Sales Satisfaction Index study, rising five spots from 2019 for its commitment to a superlative vehicle purchasing experience. The recognition comes during a time when COVID-19 has forced dealers to largely digitize their formerly paper-intensive sales model.
The study, which is in its 35th year, is designed to measure customer satisfaction with the overall sales experience and includes individuals who ended up not buying a new car. The study gauges customer satisfaction in virtually every aspect of the sales process, including selecting vehicles from inventory, the credit approval process, purchase price agreements, and overall satisfaction with all of the paperwork associated with the sale. For 2020, the J.D. Power U.S. Sales Satisfaction Index study was modified to better account for digital retailing and remote buying.
In addition to those areas, the study also evaluates specific brands and how their dealerships performed with customers, including why the selling dealer prevailed over its competitors.
J.D. Power based the study on surveys from nearly 36,000 buyers who purchased or leased a new vehicle from January through June of 2020. Lincoln received 827 points this year, one more point than Lexus and Mercedes-Benz and two more points than crosstown rival, Cadillac. The segment average was 816 points.
“Serving our Lincoln clients in ways that extend beyond the vehicle is one of the most important and exciting opportunities for our brand,” said Michael Sprague, Lincoln’s North America director. “Despite the challenging year, by working in lockstep with our dealer partners we were able to deliver on an ownership experience that is a true representation of Lincoln luxury and, simply put – effortless.”
Earlier this year, Lincoln updated the way it does business by launching the Effortless Sales Experience, a fully remote online sales platform that incorporates a virtual walk-around tool for clients interested in safely interacting with the contemporary Lincoln lineup from home.