Over the past few years, Ford dealers have experienced plenty of ups and downs in regard to their ranking in J.D. Power’s Mexico Sales Satisfaction Index (SSI) Study, moving up and down the rankings with nearly each passing year. That’s once again the case in the 2024 installment of this same study, which was just released, revealing that The Blue Oval improved its position significantly compared to last year, at least.
In 2021, Ford ranked just below the mass market segment average with a score of 867 out of 1,000 possible points, and in 2022, it fell further down the list – landing in next to last place, in fact – with a score of 862. However, things improved in a big way last year, when Ford ranked fourth in the SSI Study thanks to its score of 878, landing behind only Honda, MG Motor, and Toyota on that particular list.
This year’s study resulted even better news for The Blue Oval, as it once again rose up the rankings, this time, all the way to first place in the mainstream market with a score of 902 out of 1,000 possible points. It’s quite the huge turnaround for Ford dealers in Mexico, as the overall average actually declined by three points versus last year, coming in at 876.
The J.D. Power Mexico Sales Satisfaction Index (SSI) Study is designed to measure of the satisfaction levels of new-vehicle buyers based on six factors – dealer personnel, delivery process, facility, working out the deal, paperwork, and brand website. This year’s study is based on evaluations of new-vehicle buyers in Mexico for 2022-2024 models after one to 12 months of ownership.
“A majority of dealer personnel are using some form of technology during the sales process,” said Gerardo Gomez, senior director and country manager at J.D. Power Mexico. “The make-or-break factor is how effectively the technology is used to facilitate the purchase process, as sales consultants are relying less on personal vehicle knowledge and more on devices. A sales consultant’s ability to seamlessly integrate technology throughout the experience is the most influential key performance indicator of sales satisfaction. Dealers can enhance the customer journey by ensuring sales personnel are familiar with technology at all points during the sales process. Additionally, greeting customers upon arrival is an easy way that dealers can further buoy satisfaction.”
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