Readers of the latest ADAC brand-satisfaction rankings may be surprised to find that the German automobile club puts Smart, DaimlerChrysler's cult city car brand, in last place.
It's not that customers are dissatisfied with the car itself, according to survey results. No, they are bothered by the way they get treated at the dealership.
That's no wonder. Smart customers bear the brunt of the brand's constantly changing sales strategy. They are nomads in a service desert, always looking for the next dealership.
The success of Lexus in the United States also is directly related to the level of service it provides to existing customers and prospective buyers alike. The brand has invested in building customer relationships instead of focusing on glass-and-marble showroom palaces, a decision that has paid off year after year in survey-topping satisfaction scores.
The rankings underscore that, more than ever, victory or defeat in the auto industry is determined at the dealership, not in the development center or factory.
Lexus and Jaguar recognize this. Mercedes and Smart are just learning it.
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