The JD Power 2009 Sales Satisfaction Index (SSI) is out, and it rated all GM brands above the segment average.
Among mass market brands, Ford’s Mercury took first place, followed by smart in second. Buick, Pontiac, and Chevrolet are third, fourth, and fifth, respectively.
In the luxury brand classification, Cadillac is tied for second place with Lexus and Mercedes-Benz. 2009 is Jaguar’s second consecutive year in first place.
The study finds the following key trends:
- On average, new-vehicle buyers shop at fewer than three dealerships, including the dealership from which they ultimately purchased. Nearly one-half (49%) of all new-vehicle buyers visit only their selling dealer during the purchase process. Therefore, dealers should view all shoppers as serious prospects and treat them accordingly.
- Satisfaction scores among buyers who visited only the selling dealer (848, on average) are considerably higher than those of customers who visited more than one dealer (826, on average). Customers who have a particularly satisfying experience at the first dealer they visit are less likely to shop other dealers.
About the study:
In conducting the 2009 SSI study, J.D. Power and Associates surveyed approximately 48,000 new-vehicle buyers who purchased or leased their new vehicles in May or June 2009. Customer responses were analyzed and grouped into five factors:
- dealership facility
- paperwork/finance process
- delivery process
- vehicle price
The 2009 Sales Satisfaction Index (SSI) Study is based on responses from approximately 48,000 new-vehicle buyers who purchased or leased their new vehicles in May or June 2009. The study was fielded between August and October 2009.
The GM Authority Take
It’s good to see GM dealers performing at the top of their respective classes. The study finds that “all seven current Ford and GM mass market brands rank above the segment average.” This is yet another reason for American-jaded consumers in the U.S. to buy American.