While the glitz and glamour of the North American International Auto Show have passed, industry leaders are still in Detroit for various awards, symposiums, and photo opportunities. This is where IHS Markit, through the Automotive News World Congress, awarded General Motors its loyalty award for the fourth year in a row. The honor is awarded to the automaker with the highest customer loyalty in the U.S.—it just so happens to be General Motors again. Steve Hill, General Motors’ U.S. vice president of Sales, Service, and Marketing, accepted the award on behalf of the automaker and its dealers.
“Such strong loyalty only comes when everyone keeps the customer at the center of everything we do, whether they are making, marketing, selling or servicing our vehicles,” Hill said.
General Motors mentioned that more than one million people have signed up for My GM Rewards, a comprehensive loyalty rewards program for Chevrolet, GMC, Buick, and Cadillac owners. The program launched in April of last year, allowing customers to earn and redeem points from an assortment of dealership activities that includes buying a new car, purchasing accessories, performing dealership services, and much more. It’s free to sign up for the program.
“My GM Rewards is our way of thanking loyal customers and making sure they have a great ownership experience, so they come back to Chevrolet, GMC, Buick, and Cadillac dealers again and again,” said Hill. “The program has been a big hit since it was launched, and its growth has exceeded our expectations because the rewards are easy to earn and redeem on things that people really want and need.”
One reason customer loyalty is high is due to GM’s sales and service experience at its dealerships, according to Hill. Buick ranked highest in dealer service satisfaction—for a mass-market car brand—for the second year in a row last year in J.D. Power Customer Service Index Study.