Leasing is back, and Ford is tops in satisfaction
With leasing back to the 27 percent range, Ford tops the list of mass market brands for lease satisfaction, according to CNW Research. Many of the customers swelling leasings ranks have never leased before but are attracted by the low monthly payments. Thats where Fords Red Carpet Lease succeeds, with its crew of salespeople trained to discuss the benefits of leasing and explain how it works.
Premium brands such as Mercedes and Lexus have always had a high percentage of lease customers. During the recession, says CNW president Art Spinella, leasing was a useful way to keep customers in the brand. The lower payments enabled them to stick with the nameplate, perhaps downgrading to a more affordable model.
In 2009 to 2010, said Spinella, 89 percent of luxury lessees stuck with the brand, with 42 percent moving down a notch in the model selected, 51 percent staying at the same price point and 7 percent moving up,Download Bulletin PDF