The results of the redesigned J.D. Power and Associates Sales Satisfaction Index Study reveals what consumers dislike most about buying a new vehicle from a dealer. The new study also shows Saturn continues to excel in sales satisfaction -- followed by Cadillac and Lexus, respectively.

According to the study, the top reasons consumers are displeased with their dealership experience are: broken promises, complicated price negotiation, and intimidating environment. The study shows that broken promises occur when a greater number of personnel are involved in the purchase transaction, resulting in inconsistent communication and lowered sales satisfaction. This also corresponds to why consumers feel the price negotiation process is complicated. Consumers find dealer negotiation stressful, poorly communicated and confusing, leading them to feel they are getting a bad deal. The study also shows an intimidating environment plays a negative role in the transaction, indicating pressure during the sales process results in a low opinion of the dealership. Putting the customer at ease will more likely bring them back again.

The consistent high achievement of Saturn and the luxury makes in the study results from sales processes designed to ensure consistent communication, one-price shopping (a characteristic of Saturn only) and a low-pressure environment. This aligns with the efforts Ford has underway to develop corporate-controlled, buyer-friendly stores in parts of Ft. Wayne, Rochester, San Diego, and Salt Lake City, plus that of the used car superstores like AutoNation.