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Survey says Saturn buyers have more fun

Saturn logo

Cadillac ranked 2nd, Lexus 3rd

July 6, 1998
Web posted at: 11:11 p.m. EDT (0311 GMT)

AGOURA HILLS, California (CNN) -- Saturn has scored highest in a survey intended to show what consumers like and don't like about the car buying experience, according to the automotive research firm J.D. Power and Associates.

Most of those responding to the survey said they liked Saturn's uncomplicated sales process featuring one-price shopping and a low-pressure environment.

Cadillac and Lexus were ranked second and third.

The study found that consumers are displeased with their experience at a dealership because of broken promises, complicated prices, difficult negotiations and an intimidating environment.

Consumers feel promises are broken most often when the dealership involves a number of people in the transaction, "resulting in inconsistent communication and lowered sales satisfaction," according to the study.

The research also found that consumers find the negotiation process "stressful, poorly communicated and confusing," leading to the feeling that they are not getting a good deal.

According to J.D. Power, "Buyers who indicated they experienced pressure during the sales process have a significantly lower opinion of the dealership environment."

Complete 1998 Sales Satisfaction Index Study rankings

All of the following brands ranked above the industry average for satisfaction: Saturn, Cadillac, Lexus, Land Rover, Volvo, BMW, Jaguar, Mercedes-Benz, Lincoln, Infiniti, Mercury, Oldsmobile, Buick, Saab, Chevrolet, Audi, Ford, Acura, Volkswagen, Chrysler, Pontiac.

Finishing below the industry average, in alphabetical order: Dodge, GMC, Honda, Hyundai, Isuzu, Jeep, Kia, Mazda, Mitsubishi, Nissan, Plymouth, Subaru, Toyota.

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