Victory Motorcycles took the top spot in the most recent U.S. Motorcycle Industry Benchmarking Study, which utilized the mystery shopping consumer research strategy to gauge customer satisfaction and service.
In the the fifth year of the study, researchers sent nearly 2,000 anonymous mystery shoppers to motorcycle dealerships around the country and measured how effective the brands were in helping customers and prospects as well as generating sales.
Harley-Davidson took the second place position, followed by Ducati and Triumph tied for third. BMW and Yamaha were next, with all brands scoring above the industry average.
"Victory dealerships led the industry overall in multiple sales activities such as providing a product walk-around demonstration, mentioning the availability of financing options, mentioning the availability of accessories and pointing out features unique from the competition," the report reads.
Moreover, the news points to the effectiveness of mystery shopping in generating accurate depictions of brands' customer services, as well as a trove of consumers research to pull from. While the recession has racked both the automotive industry and the overall retail sector, demand for mystery shoppers has only risen in recent years.