The Victory Motorcycle brand from Polaris Industries, Inc. maintained its top ranking in the newly released 2011 Pied Piper Prospect Satisfaction Index (PSI) U.S. Motorcycle Industry Benchmarking Study.
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 2011 year 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 dealerships helped motorcycle shoppers become motorcycle buyers, and Victory topped the others.
Victory Motorcycle defended its top ranking despite a lower PSI score compared to the previous year. Overall motorcycle industry performance also declined across a majority of the sales process activities tracked by the study, which led to lower PSI scores for thirteen of the fourteen major motorcycle brands.
About Pied Piper PSI
Each year the patent-pending PSI process measures how effectively each brand’s dealerships help turn shoppers into buyers. Unlike traditional “mystery shopping,” the PSI process uses hired “mystery shoppers” merely as “fact gatherers” reporting what happened to them at a dealership, rather than relying on them to try to tell us what’s important and what is not. The PSI approach is also unique in providing national benchmarking by brand to allow individual dealerships to measure how they compare to other same-brand dealerships nationwide; then focus on their own specific areas in need of improvement.