Ford Authority

Ford Ranked Fourth In 2023 Mexico Sales Satisfaction Study

Over the past couple of years, Ford has produced mixed results on various J.D. Power studies in Mexico, ranking below the mass market segment average in the 2021 Mexico Sales Satisfaction Study, though above average in its 2022 APEAL study. Now, the organization’s 2023 Mexico Sales Satisfaction Study has been released, and it shows a major improvement for The Blue Oval, which ranked near the top of the mass market segment this time around.

J.D. Power 2023 Mexico Sale Satisfaction Study Mass Market Segment

This year, Ford finished fourth in the Mexico Sales Satisfaction Study with a score of 878 out of 1,000, which ranks it behind Honda (902), MG Motor (894), and Toyota (880), ties it with Kia, and ranks The Blue Oval ahead of Jeep (877), Mazda (873), Chevy (872), Nissan (870), Volkswagen (869), Hyundai (866), Suzuki (861), and Renault (843).

The purpose of the Mexico Sales Satisfaction Study is to measure the satisfaction levels of new vehicle buyers, focusing on both the online shopping experience, as well as dealership experience. J.D. Power determined these scores by using six different categories – the delivery process, dealer personnel, the facility, working out the deal, paperwork, and the brand’s website. This year’s study polled 3,263 new vehicle shoppers in Mexico and found that the biggest opportunity dealers have relates to the delivery process, which declined four percentage points year-over-year.

“Solutions abound for how dealerships can improve satisfaction during the shopping experience and one way is through proactive communication,” said Gerardo Gomez, senior director and country manager at J.D. Power Mexico. “Clearly communicating with shoppers throughout the vehicle delivery process can have a tremendously positive effect on sales satisfaction. And, communicating with customers through their preferred channel – including text messaging or technology at the dealership – can keep them more satisfied with the sales process and less inclined to defect to another retailer.”

We’ll have more automotive insights like this to share soon, so be sure and subscribe to Ford Authorityfor ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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