2011 Pied Piper Index includes Moto Guzzi

Moto Guzzi dealers in the USA were once again included in the 2011 Pied Piper Prospect Satisfaction Index study.  This study ranks motorcycle dealers in the USA as to how effective they are at getting potential customers to buy a motorcycle.  Unfortunately, Moto Guzzi motorcycle dealers came in 14th place again this year.

The 2010 Pied Piper results had Moto Guzzi in 14th (last) place also, tied for 14th in 2009, and in 2008 Guzzi dealers finished just ahead of KTM with Husqvarna taking last place.

Why did the scores for Moto Guzzi dealerships decrease over the past two years in this study?  One interesting result was that more than 1 in 4 times were shoppers asked to consider a different brand for their purchase at dealers for Aprilia, Husqvarna, Kawasaki and Moto Guzzi (these 4 brands finished in the bottom 6 places).  Honda dealers also finished within last bottom 6.

The top 6 in order were Victory, Harley-Davidson, Ducati, Triumph, BMW, and Yamaha.  All of these brands were at or above industry average.

So, what do we make of this year’s Pied Piper Prospect Satisfaction Index for motorcycle dealerships?  Keep in mind this is a study about how effective dealers are at getting customers to buy.  It is NOT a study about how satisfied customers are with dealers AFTER they actually buy.  In our book, it is the after sales support and service that is really important.  How would Moto Guzzi dealers rank in that kind of study?