For the second year in a row, the Victory Motorcycle brand is the top-ranking motorcycle maker in prospect satisfaction in the new Pied Piper Prospect Satisfaction Index (PSI). The study measured how effectively each brand’s dealership helped motorcycle shoppers become motorcycle buyers.
Harley-Davidson finished second, while Ducati and Triumph tied for third, followed by BMW and Yamaha, all of which scored above the industry average. The study demonstrates again that both American and European motorcycle brands are very good at creating a strong brand affinity and satisfaction at the retail level.
The Pied Piper study observed that due to overall dealership profitability decline sales experience quality deteriorated at the retail level. Among the sales processes that suffered were the salesperson providing compelling reasons to buy now, and offering a test ride. Sales processes that have improved include encouraging shoppers to sit on a motorcycle, salespeople introducing themselves to shoppers, and explaining service and maintenance programs.
In a shrinking motorcycle sales market dealership experience is more important than ever. Fran O’Hagan, president and CEO of Pied Piper Management Co., LLC, said in a statement: “The days of ‘order-taking’ are over, and a helpful and effective salesperson can make the difference by turning a shopper into a buyer.”
Brands that were below the industry average in the study were, in descending order, Suzuki, MV Agusta, Kawasaki, Honda, Aprilia, KTM, Husqvarna and Moto Guzzi.2011 marked the fifth year for the independent Pied Piper PSI benchmarking study, which sent 1,967 hired anonymous “mystery shoppers” into motorcycle dealerships nationwide. The study measured how effectively each brand’s dealership helped motorcycle shoppers become motorcycle buyers.