(July 17, 2011) MONTEREY, Calif. (PRNewswire) — Mercedes-Benz dealerships ranked highest in the newly released 2011 Pied Piper Prospect Satisfaction Index (PSI) U.S. Auto Industry Benchmarking Study, which marked three years in a row of top rankings for the U.S. Mercedes-Benz dealer network. 

The independent Pied Piper PSI study sent 3,524 hired anonymous "mystery shoppers" into auto dealerships nationwide, then used the PSI process to compile the results into an accurate measurement of how each brand's dealerships treat car shoppers. 

Overall auto industry performance declined from 2010 to 2011, following four years of consistent gains.  Despite the overall industry decline, dealerships selling Mini, Infiniti, Buick, Jeep and Scion managed to improve their performance during the past year.

The top 10 behind Mercedes were Jaguar and Lexus, tied for second; Acura and Infiniti, tied for fourth; and Cadillac, Land Rover, Ram and Toyota, tied for sixth. Finishing at the bottom of the ranks were Smart, Suzuki and at the bottom, Mitsubishi.

Two-thirds of the 58 sales process areas measured by Pied Piper PSI declined from 2010 to 2011.  Compared to the previous year, salespeople were less likely to mention maintenance programs and costs, less likely to address specific features and benefits relevant to the shopper, less likely to focus on 3 to 5 memorable features and benefits, and less likely to discuss features unique from the competition.

"Not all auto brands have struggled during this recession," said Fran O'Hagan, CEO of Pied Piper Management Company LLC, "but reduction in dealership staffing has been common.  Over the past year the quantity of car buyers has rebounded, leading to higher sales spread among fewer salespeople, but also leading to deterioration in customer treatment." 

The car-shopping experience at luxury brands typically outperforms mainstream auto brands since higher profitability and higher salesperson commissions per transaction encourage luxury brand salespeople to devote more time and effort to each prospective customer.  The 2011 PSI rankings were no exception, with luxury brands at the top. 

However, mainstream brands Toyota and Ram both achieved sixth place rankings in a tie along with Cadillac and Land Rover. 

The 2011 Pied Piper PSI U.S. Auto Industry Study was conducted between July 2010 and June 2011 using 3,524 hired anonymous "mystery shoppers" at dealerships located throughout the U.S.