Ford has faired reasonably well in some recent J.D. Power studies, including posting an above average ranking in the 2021 U.S. Sales Satisfaction Index Study, though also below average in the 2021 Mexico Sales Satisfaction Study. As the automaker invests heavily in Thailand with an eye toward producing the next-gen Ford Ranger and Everest, the Blue Oval’s current-gen mid-size pickup also received an average ranking in J.D. Power’s 2021 Thailand Initial Quality Study (IQS). Now, that same organization has released its latest Thailand Sales Satisfaction Index Study (SSI), and the results are pretty solid for FoMoCo.
Ford ranked second in J.D. Power’s 2021 Thailand Sales Satisfaction Index Study, though it finished in a three-way tie with Mazda and MG, as all three received a score of 858 out of 1,000. It was a super-tight race, with first-place Honda only getting one additional point for a score of 859, though that was enough to beat out the competition.
The results of J.D. Power’s Sales Satisfaction Index Study are based on six factors – brand website, dealership facility, delivery process, working out the deal, sales consultant, and paperwork completion. This year’s SSI study is based on the responses of 2,621 new-vehicle owners that purchased their vehicle from March through December 2021.
Aside from these rankings, this year’s study presented some additional findings, starting with the fact that 9 out of 10 respondents used the internet to shop for their next vehicle before purchasing it – most frequently, a manufacturer’s website and YouTube videos. A total of 68 percent of buyers said that they already knew what model they were going to purchase before visiting the dealership, though it took, on average, 53 days from the beginning of the research process to the point where those buyers closed the sale.