Cadillac Fares Average In 2020 J.D. Power Brand Loyalty Study
15
Sponsored Links
General Motors‘ Cadillac brand fared average in the 2020 J.D. Power Brand Loyalty Study, beating key rivals such as Jaguar and Infiniti to just narrowly make an appearance in the top ten.
The J.D. Power Brand Loyalty Study, which is now in its second year, ranks automakers based on the percentage of vehicle owners who buy another product from the same brand when trading in or purchasing their next vehicle. The higher percentage of customers who buy another vehicle from the same brand, the greater the brand loyalty.
According to J.D. Power’s data, only 33.8 percent of Cadillac owners replace their vehicle with another Cadillac product. Compare this with Lexus, which was first for brand loyalty among premium brands with a 48 percent retention rate. Just behind Lexus was Mercedes-Benz at 47.8 percent, followed by BMW in third with 45.1 percent.
Cadillac’s performance was enough to earn it tenth in the overall ranking for premium brands. This put it right behind crosstown Detroit rival Lincoln, which has a customer retention rate of 37 percent. Last among premium brands was Jaguar, with only 20.7 percent of Jaguar buyers opting to purchase another vehicle from the British luxury brand.
As a whole, GM brands fared only average in the study. Among non-premium brands, Chevrolet was seventh, with 49.8 percent of owners getting another Chevy when trading-in or buying. Second among GM brands was GMC with its customer loyalty percentage of 39 percent, placing it 13th in the study, while Buick was 14th with a percentage score of 27.5 percent.
J.D. Power’s vice president of data and analytics, Tyson Jominy, says some of the biggest driving factors behind customer retention include the dealership experience and how the vehicle made them feel throughout their ownership experience. Jominy also said automakers will be eager to ensure they retain any new customers they get in the coming months, as economic hardship brought on by the COVID-19 pandemic will make any and all customers highly valuable.
Subscribe to GM Authority for more GM customer loyalty news, Cadillac news and ongoing GM news coverage.
Sponsored Links
Top 10 really? In a class of 13?
Instead of a positive spin of top ten, how about bottom 4?
Calling 10 out of 13 average defies any kind of understanding of math and English. I am sure there is a political campaign with a job for you Sam. Let’s call it what it is, which is just outside the bottom 25%. I hope the Cadillac management team is taking NO pleasure and satisfaction from this finish. I do not purport to know exactly where the problems lay, as I have a 2012 SRX, which I love but an incident with repeated Sun Roof generated leaks and an unwillingness to pay on the part of Cadillac, even though I had an Extended Warranty policy, until I corresponded directly with Barra and Reuss, left me with a very bad taste in my mouth for Cadillac. I love the car so much I want to give them another opportunity, but clearly a lot of people are not so generous based on the data. Long ways to go before being competitive here! Call a Spade a Spade. Only way to get to the root of the problem!
Lee Shannon,
You corresponded directly with Mary Barra and Mark Reuss ?
HOW ?
There are thousands of GM customers trying to get ahold of those two on a daily basis !
Can you provide details please.
I like how you worded an unwillingness to pay, even after you had an extended warranty !
I also love how you do not purport to know exactly where the problems lay !
WELL, let me help you with this.
There are thousands of us GM lovers, just like yourself, out here. Most of us DO like or love our GM vehicles. For myself, I am a 5 time Cadillac owner, and currently own the biggest piece of just total junk, 2014 ATS AWD 2.0T, premium performance. This Cadillac vehicle is the WORST Cadillac I have owned in 39 years ! Now if I could have had things fixed, by GM, that GM knows were bad engineering designs, after talking with Barra or Reuss, I might feel different. yet NO, nothing, and to make it worse, was lied to and treated horribly by GM customer service reps ! The list of troubles were endless, with this vehicle, but lets take the CUE screen delamination for one, nothing, GM knows they were all junk, yet NOTHING !
H3ll GM even had to change the name from ATS to CT4, and now change those to real names again.
OK lets just say GM made the EXACT vehicle as Lexus and or the top 5 on this list.
It would not matter !
GM just has HORRIBLE customer support !
The loyalty at the top 5 is only do to customer support !
People at this level, or lets face it, most levels of vehicles now, communicate. Just the internet alone, has made it possible to see and here ” REAL ” people having the ” SAME ” troubles as others !
Look at the CUE screen !
Look at the 8 speed junk transmissions !
Look at all the class action law suits against GM, ALL on issues that GM themselves have issued numerous bulletins on.
Yet NOTHING, nothing from GM, and some, even under warranty !
Now this day in the year 2020, GM puts out a legal warranty, a document providing the new owner, a time frame and mileage parameter of legal coverage, yet will not honor it.
Today, year 2020, a GM customer now needs to request a complete list of normal operation of absolutely every component on a GM vehicle. Lets look at the 8 speed GM junk transmission. GM is telling the very customer that GM wants to be loyal, that that 8 speed junk transmission the loyal customer owns, was designed to operate like junk, ( shuttering, jerking, clunking, whiplashing, and just failing with low mileage ( yet out of the low warranty mileage ) ) is normal. Yet most GM loyal customers have driven GM vehicles for 39 in my case to 70 years in others, and GM has NEVER had a transmission operate like the GM 8 speed junk !
Even the new 10 speed stuff is as smooooooooth as silk, designed by GM and Ford !
This is the problem, its plain and simple, and here for everyone who cares to see !
Unless you are as large as GM and have endless lawyers at your disposal, you can do nothing about it !
O that’s right, you can buy another manufactures vehicle.
That’s what I had to do…Cadillac Customer Care??? was in denial and tried to make out they had never heard of transmission issue so I bought a 2020 Genesis G70 and man oh man am I ever glad I did..Everything from top to bottom/front to back works meticulously ..G.M. still has the mindset there is only the big 3 and their the biggest and best and that is far from the truth..Their customer base is eroding and I don’t think they can count on new customers to fill the void..I’m staying with Genesis.
Finished average? In the top ten–in a field of 13!
More appropriate phrasing would be in the bottom four! I do not consider that average!
this is almost as pathetic as trump boasting he aced a cognitive impairment test.
General Motors stuck me with one of their DEFECTIVE TRANSMISSIONS so I traded to Genesis and so did a lot of other Cadillac customers..but what I’m waiting to see is what all the DEFECTIVE Transmission truck owners do(Transmission Defect in trucks is 2015/2019 model years)..That’s a lot of truck owners that won’t be back.
I usually don’t comment but I have to this time! I had been a loyal Chevrolet owner since 1970, but over the years quality and “customer service”(what a joke!) has gone done so low that I wonder if GM even gives a damn anymore! Since Mary Barra took over GM we have seen dozens of good quality vehicles dropped to make way for overpriced, over rated, and generally FUGLY trucks and SUVS! GM is pricing themselves completely out of existence! When I was in high school you could afford to buy a fun car for around $4,000.00 completely equipped with all options! Now to get the same thing costs between $50,000 and $100,000.00! The average person(middle income with decent job) has to buy foreign cars because we can’t afford “American” products that half of them aren’t even built in America! Why is this? It’s very simple! Since Mary Barra took over most of our domestic production has been moved to China, Mexico, Thailand, Korea, etc. for the sole purpose of destroying the United Auto Workers Union! It’s past time for the United States to wake up to the destruction and the lowering of quality control of GM products! Half of these products are recalled so much you spend more time at the dealer service bays more than you do actually driving! It’s time to change GM or say goodbye to yourselves and ALL American auto production! We are very close now to this being a reality! TIME IS NOW TO CHANGE-IF YOU CARE! WHICH I PERSONALLY DOUBT!
I’m a metro Atl resident and financed a Caddilac ATS from the Caddy dealer in August of 2019,it was 2016 with 51,000 miles the following next month I started having crazy transmission problems the it trickled down to the engine to find out the car was destroyed by the previous owner and every month after my August purchase till now july 2020 I’m still and found major problems with the car only not to enjoy my car driving just 3,000 miles the whole yr. I have gotten run around on what’s wrong with it in attempt to get me to pay outta pocket with major pre existing issues they claim no idea knowing it was a warranty still active until 70,000 miles that my car stayed in the shop in and out repairs to the engine and transmission external with still problems to this day as I text …My first ever Caddilac and the dealer buying experience sucks ,they lied and tried there bet to cover up selling me garbage cause I had to get second opinion from another mom and pop shop that the caddilac dealer diagnostics machine claimed it was nothing wrong and telling me over 4 thousand dollars worth of parts that did not need replacing …they new what is wrong with the car and tried to play me into paying outta my pocket but when I did my research and had paperwork and photos to prove otherwise then they went on to fix almost 10,000 dollars worth of warranty and labor work and the car now as I write this is running like crap after they had my car 4 2mo. And after a day of having it back the darn CUE system display screen is now damaged from the intense heat inside the car that cause the iner screen to crack…Caddilac SAE certified Mechanics?….what a joke I’m almost ready to go to the lemonlaw people on them cause I’m tired of being patient with them ,Caddilac is not premium quality anymore and very discussed with their service and experience first time customer very disappointed!
I can’t help but come back to what I’ve said many times before. I really feel some (not all or course) of this is just because people don’t know what they are looking at, looking for or what the replacement is for the current Cadillac they have. This isn’t just in Cadillac, but Buick as well. IMO, it comes down to the buyers not knowing what cars/suv’s they have. If the average person trades a car every 4-5 years, then it’s quite possible they had a DeVille. Then when they went to trade, there was no DeVille, but a DTS and maybe they purchased that. Then the next time they went to look for the DTS, there wasn’t one and instead the sales person tries to show them an XTS. Just one example, but the point is there. Now go over to Lexus and MB. They have had the same general names/models for many years. When will GM learn?
Dan, it is deeper than that! For approximately 7 years, Cadillac has been giving their existing customer base the middle finger. Marketing 101 says the first consideration is to keep your existing customer base—not Cadillac! They set out to build smaller better handling and not as comfortable vehicles; convinced they could obtain conquest sales. Seems a little bizarre since most of those German cars have some of the highest retention rates. Explain that to me please!
Not unique to Cadillac but all of GM is current race to discontinue cars. This forces many buyers who want cars to the Japanese who have high retention rates. Good chance when those customers leave, they are not coming back!
Martin, I do agree with you there. That’s why I said it’s only a part of it (what I said above). But you are totally correct in that I also feel Cadillac abandoned it’s more loyal clients in order to attain the “sport” and “prestige” that supposedly comes with owning a German brand car. lol. And still, no matter what Cadillac would do, the vast majority of those clients they were attempting to get would NEVER leave a German brand because they see those brands as being way more than they really are. It’s what I’d call snob appeal. No thank you!
Perfect example of the COST CUTTING AT ANY COST at GM. Cadillac’s are now JUMPED UP Chevrolet’s! Our current ATS and CT6 will be our last Cadillac’s. SORRY GM, not buying a Chevrolet that you call a Cadillac!!!!!!!!!! Put that in your market research! AND NO, I have no faith GM Miss Management will get the EV thing right. Remember its the same bunch of cheap, clueless clowns that have screwed everything else up that is (managing) the development of the EV’s….. Moral of the story they will skrew it up too because that’s what they do, its all they can do!
When is GM going to realize that people are not going to buy a Cadillac just because it has the crest on it . Those days are over . The customer these days ia a lot more savvy about what they want in a vehicle and if that means going to another car maker to fullfill there needs thats where the money will be spent . I have been a GM buyer my whole life but when I see what the competition is building and at a price I want to pay thats where I will go from now on . I think a huge mistake was letting their parts suppliers have so much conrol , and all GM is now is an assembler of parts .