Lincoln fared incredibly well on J.D. Power’s 2022 U.S. Manufacturer Website Evaluation Study, ranking first among all premium brands in terms of customer satisfaction revolving around its website based on four key measures – information/content, visual appeal, navigation, and speed. However, in that same regard, Lincoln dealers didn’t fare quite as well in the 2022 Pied Piper PSI Internet Lead Effectiveness (ILE) Study, which measures a dealer’s responsiveness to internet leads coming through dealership websites. That is also true of the newly-released 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study (PSI), which saw Lincoln rank below the segment average as well.
In this new study, Lincoln finished with a score of 584 on a 1,000 point scale, ranking behind segment-leading Cadillac (704), Infiniti (696), Mercedes-Benz (668), Acura (664), Volvo (660), Lexus (648), BMW (644), Jaguar (628), Alfa Romeo (628), Audi (616), Porsche (608), Maserati (600), Aston Martin (596), and the industry average of 620, but ahead of Genesis (564), Land Rover (564), Lamborghini (564), McLaren (560), Rolls-Royce (544), Ferrari (524), Tesla (512), Bentley (512), Lucid (488), Polestar (456), and Rivian (344).
Unlike the aforementioned studies, the 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study measures how effectively premium brands and dealers helped both website and in-person vehicle shoppers. The 2022 PSI Premium Auto Study uses Pied Piper’s PSI process – which ties mystery shopping measurements to customer helpfulness and sales best practices – and also measures customers’ shopping experiences from website inquiries to in-person interactions, with each equating to 40 and 60 percent of the overall score, respectively. The study was conducted from July 2021 to June 2022, using 1,657 measurements of response to website customer inquiries and 1,096 measurements of the in-person sales experience.
“Nearly all customers today start their car-shopping online. But most shoppers also still prefer to experience and evaluate a vehicle in person, if given the opportunity,” said Fran O’Hagan, CEO of Pied Piper. “Some shoppers know exactly what they want, but most still have questions or want to experience a test drive. Brands most helpful to both types of shoppers are the ones most likely to appeal long-term to all customers.”