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Daily Edition: May. 6, 2004
AutoPacific names Lincoln best, Hispanic customers like Ford, too.
by TCC Team (2004-05-05)

AutoPacific names Lincoln top brand for vehicle satisfaction

An annual owner satisfaction survey from industry research firm AutoPacific shows that product quality isn't always the best predictor of customer happiness.

Lincoln, Cadillac and Lexus finished neck-and-neck at the top of AutoPacific's Vehicle Satisfaction Index, with Lincoln scoring the highest among all brands.

The index is based on compiling numerical satisfaction ratings for virtually every car and light truck. This results from calculating owner satisfaction across 44 specific areas related to a vehicle's operation, comfort, safety and the overall purchase or leasing experience.

The firm surveys more than 32,000 buyers and lessees of new vehicles purchased or leased between September 2003 and December 2003.

J.D. Power's Initial Quality Survey was released last week, and the two studies diverge in many cases. Where Toyota brand ranked seventh in that study, well above industry average, and improved its overall performance from last year, it ranked 18th among brands in AutoPacific's survey and below industry average. That's because of Toyota's perennial problem of its dealers not being as helpful and amiable with customers as dealers of brands that have to work harder for sales.

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