More than 75 per cent of consumers shopping on Cars.com, a U.S. company, are undecided on the make and model of the vehicle they want, based on data from the technology company’s Experience Report.
However, a standout customer experience and superb reputation are often “the influential tipping point,” according to Jamie Oldershaw, Vice President of Reputation at Cars Commerce.
The company created a list of automakers with the best reputation, based on 13 million consumer-submitted reviews on Cars.com. Oldershaw said they were able to provide data-driven insights “across brands, dealership groups, and down to the individual dealer level” around the strengths and gaps in the retail experience.
“The auto brands that rose to the top of our list have local retailers across the country that are meeting the rapidly evolving needs of today’s consumers and delivering exceptional car-buying experiences,” said Oldershaw in a statement.
Cars Commerce considered six key categories when preparing their analysis, which can impact a brand’s overall rating. These include: pricing transparency, trade-in experience, transaction speed, financing experience, and business responsiveness to reviews and vehicle inquiries. Among the luxury brands, Mazda, Subaru, Acura, Lexus and Volvo received the highest overall review ratings from consumers over a 24-month period.
In the mass-market category, Mini and Mitsubishi took the lead when it came to the pricing transparency category, with Porsche holding the top spot for the luxury segment. And the brands that stood out for offering a positive trade-in experience include Fiat in the mass market, and Alfa Romeo, Porsche and Volvo in the luxury category.
Cars Commerce stated that, overall, review-driven reputation insights can help create a noteworthy competitive advantage for dealers.
