Despite the numerous challenges that arose in 2020, Lincoln and its dealer partners delivered exceptional client experiences and world-class vehicles this year, earning recognition as the highest ranking luxury brand in the J.D. Power and Associates annual Sales Satisfaction Index, moving up five spots over its 2019 ranking.
The study, now in its 35th year, has been redesigned to place greater emphasis on digital retail and remote buying. It measures customers’ satisfaction with selecting vehicles from inventory, receiving credit approval, purchase price agreements, and complete purchase paperwork.
Lincoln’s standard Pickup and Delivery service continues to be a key differentiator for the brand, with more than 223,000 experiences in 2020—an increase of 19 percent in November alone. Plus, in the spring, Lincoln worked closely with its dealer partners to accelerate the launch of its Effortless Sales Experience, which includes a fully remote sales platform and a virtual walk-around tool to better serve clients during the pandemic, allowing them to enjoy convenient and effortless services while keeping them safe in the comfort of their homes.
“Serving our Lincoln clients in ways that extend beyond the vehicle is one of the most important and exciting opportunities for our brand,” said Lincoln North America Director Michael Sprague. “Despite the challenging year, by working in lockstep with our dealer partners we were able to deliver on an ownership experience that is a true representation of Lincoln luxury and, simply put—effortless.”
The J.D. Power Sales Satisfaction Index is based on responses from nearly 36,000 buyers who purchased or leased their new vehicle from January through June. A comprehensive analysis of the new vehicle purchase experience, it measures customer satisfaction with the selling dealer as well as satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling dealership.
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