Buick and GMC have topped the 2019 J.D. Power U.S. Sales Satisfaction Index Study, which ranks automakers based on showroom sales practices such as dealership personnel, interaction with customers, deal negotiating and vehicle delivery.
The two General Motors brands were ranked first and second in the dealership satisfaction survey, with Buick receiving an overall satisfaction score of 795 (out of a maximum score of 1,000) and GMC coming second with a score of 791. This was the third time in four years that Buick topped the mass-market brands in this study, J.D. Power says.
Buyer satisfaction is based on six different factors in the study, with more important factors carrying more weight. Both customers who bought a vehicle from a dealership and those who rejected a vehicle are surveyed. Among buyers, dealer personnel and delivery process account for 28% and 21% of the influence in the study, respectively, while working out the deal (18%), paperwork completion (16%), dealership facility (13%) and dealership website (4%) are also taken into consideration. Rejecter satisfaction is based on five factors, which include salesperson (40%), fairness of price (15%), experience negotiating (15%), variety of inventory (15%) and dealership facility (14%). J.D. Power says it surveyed 28,867 consumers for this year’s study.
GM’s Cadillac luxury brand also fared well in the study. It was ranked fourth overall among luxury brands, with Porsche taking top honors, followed by Mercedes-Benz in second and Infiniti in third. It seems GM dealerships are doing something right when it comes to interaction with customers, which is important, seeing as 90% of new-car buyers still visit a dealership to learn about the vehicles before making a decision. While internet car shopping and research are on the rise, J.D. Power says that person-to-person dealership experiences are still extremely important for sales.
“While digital retail is on the rise, shoppers aren’t quite ready to adopt an Amazon-like business model when it comes to purchasing a vehicle; they still want to view inventory in-person and often rely on salespeople to explain how the vehicle technology works,” Chris Sutton, J.D. Power’s vice president of automotive retail, concluded.
Read the full study at this link.