HUMMER is only surpassed by Lexus in new buyer satisfaction according to a survey by J.D. Power and Associates. The survey records new car buyers’ perceptions on dealership facilities, their sales consultant, finance process, delivery process, and vehicle price. HUMMER improved 21 points from the previous study in 2006, and improved mainly in finance and vehicle price categories. Industry-wide satisfaction scores are up – the average is up 5 points from last year.
Last year’s winner Jaguar dropped 19 points, dropping the brand to a third place finish in 2007. Margin of error for the industry average is at one point, but individual brands have margins calculated on the number of responses. Lexus has a margin of error of 5 points, and HUMMER’s margin of error was not released. Only edging out HUMMER by 2 points and having a 5 point margin of error, Lexus can be in the headlines as “Number 1,” but “Maybe Number 1,” is more accurate – but what kind of a sensational headline would that be?