In August 2025, we sent professional mystery shoppers to 200+ showrooms across across EMEA to …
This report presents high-level, aggregated results for seven selected brands, complemented by anecdotal insights from the mystery shoppers.
Interaction quality
2.6
“The salesman offered support right from the start, giving a detailed yet easy-to-understand presentation of the car and its technical features.”
2.6
“The dealer was attentive, gave me plenty of time, and listened carefully. He demonstrated strong product knowledge and explained the vehicle thoroughly.”
2.1
“The dealer staff showed technical knowledge, explaining engines and electric range in detail, even comparing models with competitors.”
1.2
“The employee was quite passive and did not always provide very in-depth answers to my questions.”
1.2
“The staff member did not respond to my interest in a second car, for example with a discount or stock check, and I was not offered a drink.”
2.1
“The salesperson was committed but lacked technical expertise on MG models, nothing they had more experience with their main brand, Peugeot.”
1.4
“The dealer staff successfully shifted my focus from the model I was interested in and recommended a higher-end alternative.”
Staff availability
2.4
“I was welcomed right away as soon as I entered the dealership. The reception team quickly called over sales staff from across the showroom to assist me.”
7.1 Car salespeople
8.7 Administrative people
2.5
“The dealer staff greeted me right away, asked some preliminary questions, and pointed out models to view.”
7.1 Car salespeople
7.8 Administrative people
1.9
“No staff were initially present in the showroom, so I asked a service desk employee to call a salesperson, who arrived and greeted me five minutes later.”
3.9 Car salespeople
4.0 Administrative people
1.5
“I was addressed right away, and although I had no appointment, a colleague was quickly assigned to assist me.”
4.4 Car salespeople
4.9 Administrative people
1.5
“The staff member was attentive to both customers and colleagues, coordinating seamlessly to keep everything running smoothly.”
3.8 Car salespeople
5.1 Administrative people
1.6
“I was acknowledged upon arrival, but the salesperson only approached me to offer help after about five minutes.”
3.3 Car salespeople
2.4 Administrative people
2.0
“The dealership was quite busy, and the sales manager looked after me until the employee arrived 10–15 minutes late without an apology.”
3.7 Car salespeople
4.5 Administrative people
Vehicle availability
2.4
“Most vehicles in stock are sold in under five months, with only a few exclusive models taking longer, though still usually within a year.”
84 Stock cars
24 Showroom cars
16 Demonstration cars
2.2
“Cars usually stay 4–5 months, but high-demand models are held longer due to restocking issues.”
44 Stock cars
11 Showroom cars
14 Demonstration cars
1.7
“The new vehicles on display outside, were already reserved or ordered, so no new cars were immediately available.”
14 Stock cars
11 Showroom cars
9 Demonstration cars
1.7
“I was surprised when I was told stock cars rarely last beyond four days and are priced higher because they can be taken immediately.”
28 Stock cars
8 Showroom cars
8 Demonstration cars
1.5
“I was informed that demand is so high that stock cars seldom remain available longer than three weeks.”
32 Stock cars
11 Showroom cars
5 Demonstration cars
1.6
“The dealer staff explained that due to aggressive pricing, MG models often sell quickly—sometimes within days, but typically no longer than three months.”
12 Stock cars
6 Showroom cars
3 Demonstration cars
1.7
“The dealer staff explained that showroom vehicles are not kept on display for long, both to avoid tiring customers and to sell them before losing significant value.”
18 Stock cars
6 Showroom cars
4 Demonstration cars
Property conditions
3.0
“The dealership’s exterior feels particularly high quality, while the overall atmosphere is comfortable. The showroom is spacious, well laid out.”
1,859 sqm of showroom area
9,185 sqm of dealer property
2.0
“The dealership is highly visible from the street, with an eye-catching design and a generously planned access area. Customer parking is well marked and easy to find.”
1,192 sqm of showroom area
3,561 sqm of dealer property
2.1
“There were no notable positives or negatives, though the outdoor area felt unfit for a premium brand like Land Rover.”
1,166 sqm of showroom area
5,401 sqm of dealer property
1.8
“The dealership is spacious, with comfortable waiting areas and easy access to vehicles without feeling crowded.”
783 sqm of showroom area
4,304 sqm of dealer property
1.4
“Prominent glass cube entrance, main-road location, and good access, including parking and disabled-friendly entry.”
786 sqm of showroom area
3,969 sqm of dealer property
1.2
“Its location next to a petrol station and another dealership makes parking difficult due to the high volume of vehicles.”
427 sqm of showroom area
2,172 sqm of dealer property
1.2
“There is ample parking in front of the dealership, but it is paid, and no electric vehicle chargers are available outside.”
470 sqm of showroom area
3,606 sqm of dealer property
Showroom equipment
2.8
“A terminal allowed customers to simulate the sound of an AMG Mercedes, adding a premium and elaborate touch to the experience.”
2.5
“Most interactive displays didn’t work well, but the advisor’s screen effectively helped configuring the car.”
2.2
“Even the reception area is well-appointed upon arrival, decorated with fresh flowers, and subtly scented.”
1.3
“A dealership of limited charm, offering functionality over style, with dated interiors and modest showroom appeal.”
1.2
“Basic but well-maintained furniture in optimal condition, creating a clean and spacious impression.”
1.0
“The showroom was simple and functional, with no monitors or technical equipment—just light background music.”
1.3
“The dealership had a bright, modern design with futuristic touches, and the furniture was in perfect condition, perfectly reflecting the brand’s concept.”