Customer satisfaction is something all carmakers strive to achieve. The way each one chooses to improve and thus gain customer loyalty as well as a good reputation, differs among them.
In 2009, when the US automotive industry was in turmoil, the Chrysler Group initiated the Dealer Standards program.
It was Chrysler's way to make dealers improve their facilities and their customer satisfaction index. Large dealerships could be awarded as much as US$200,000 per quarter if they met the Pentastar’s standards, and receive penalties for failing to do so.
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