National Automotive Retailers Assoc ranking of Subaru

[Philip Procter]

I just saw the 2004 ranking of car brands based on USA dealer
assessments, as published by the NARA.

Though this does not include direct feedback by customers, I'm sure
dealers that see irate customers are not happy with the brand that
generates them! Most dealers represented are multiline (they carry
more than one brand). Some are local some national.

Subaru falls just above average, but in the tight cluster that
includes BMW, Chevrolet and Mazda. I don't know the statistics behind
this ranking, but compared to last years, I suspect differences of a
few points are not significant.

For the person on this group wondering about Audi, I hope you didn't
buy one. Based on this, Audi and VW are just a few points above
Oldsmobile, which would have rated a 48 if they still had any dealers
in 2004!

Lexus 95.9
Toyota 88.5
Porsche 79.4
Honda 79.3
Cadillac 79.1
BMW 75.8
Mazda 75.5
Subaru 74.9
Chevrolet 74.7

Ave 73.4

Saab 71.7
MBenz 71.6
Dodge 70.9
Pontiac 70.5
Mitsubishi 62.3
Audi 58.3
VW 51.5

Regards,
Philip

 

[Jim Stewart]

I just saw the 2004 ranking of car brands based on USA dealer
assessments, as published by the NARA.

Though this does not include direct feedback by customers, I'm sure
dealers that see irate customers are not happy with the brand that
generates them! Most dealers represented are multiline (they carry
more than one brand). Some are local some national.

I don't know. Dealer satisfaction could be
anything. It could be the pissed-off-ness
of the dealer because he didn't get as many
sales spiffs with Subaru as he does with another
brand. It could be that Subaru customers are
a pain in the ass to deal with. I know I am.
It could be low margins on parts and it could
be that Subaru mechanics need more training
than Lexus mechanics. Who knows.

My dealers seemed quite happy to sell me new
Subarus and that's about all that matters to
me.

 

[Hallraker]

I don't know. Dealer satisfaction could be
anything. It could be the pissed-off-ness
of the dealer because he didn't get as many
sales spiffs with Subaru as he does with another
brand. It could be that Subaru customers are
a pain in the ass to deal with. I know I am.
It could be low margins on parts and it could
be that Subaru mechanics need more training
than Lexus mechanics. Who knows.

I've never sold cars, but I did a brief stint in computer sales some years
back and found that it was much easier to sell a computer or computer
hardware to someone who DIDN'T know what they were getting into. For
instance, at least once a week someone would come in wanting to open a .ZIP
file, and they'd be looking for an Iomega Zip drive. Although I would never
take advantage of that situation, I always wondered how many unscrupulous
salesmen did. On the other hand, experienced computer users usually didn't
fall for the extra crap my coworkers tried to heap on them, the equivalents
of rustproofing and other add-ins that auto dealers try to add onto the
sale. Since Subaru owners seem to be a knowledgable group, I'd expect that
they are a pain in the ass compared to the multitudes of drones buying
Chevys.

In regards to Lexus dealers, they really are top notch. I purchased my
Subaru from a Lexus dealer, used of course, and from their "bargain area"
near the back. It had paint chips out of the front bumper and 108,000 miles
on the clock, and yet they still rolled out the red carpet for me. I was
surprised and impressed at the quality of service, enough that I'd
definitely go back - if they had another Outback parked in that back lot.


-Matt