The Tata-owned British marque beat out all German and Japanese rivals for the second year in a row

The Tata-owned British marque beat out all German and Japanese rivals for the second year in a row

For the fourth of the last five years, Jaguar has taken the top spot in J.D. Power's Sales Satisfaction Index (SSI), which measures satisfaction with the sales process. The turnaround from the doldrums of the 1990s and early 2000s is remarkable, establishing the Leaping Cat as the dominant leader in customer satisfaction in the North American market.

"I am delighted that Jaguar has reclaimed the number one ranking in the J.D. Power and Associates 2008 Sales Satisfaction Index Study," said Mike O'Driscoll, managing director of Jaguar Cars. "Our simultaneous number one ranking in J.D. Power and Associates Customer Satisfaction Index and Sales Satisfaction Index studies reflects the dedication that everyone at Jaguar shares in delivering outstanding customer service."

According to J.D. Power, the SSI is a comprehensive analysis of the new-vehicle purchase experience and is based on responses from 35,805 new-vehicle buyers who registered their vehicles in May 2008. Overall customer satisfaction is then measured based on five factors: dealership facility, salesperson, paperwork/finance process, delivery process and vehicle price.