Kia Motors Finance was the No. 1 auto lender among mass-market brands and Lincoln Automotive Financial Services the top lender among luxury brands in J.D. Power's 2013 U.S. Consumer Financing Satisfaction Study. The study also found that dealership recommendations were the most commonly cited driver of lender choice, at about 50%. The study also found that easily understood "welcome aboard" materials paid off and higher levels of customer satisfaction also implied higher future loyalty.