GMC Among Lowest Rated In J.D. Power Brand Loyalty Study
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Data analytics and consumer information firm J.D. Power recently released the findings from its 2020 Brand Loyalty Study, which ranks major automakers on customer retention. Among the findings was ranking for the GMC brand, which placed towards the bottom of the list in this year’s study.
Using data collected via the Power Information Network, J.D. Power looked at the number of vehicle owners who bought the same brand of vehicle when purchasing or trading in a new model. The study collected data from June of 2019 to May of 2020, with all model-year vehicles considered. From this information, J.D. Power then derived percentages for each automotive brand, with higher percentages indicating higher customer retention. This year was the second running of the J.D. Power Brand Loyalty Study.
The findings were split into two categories, including mass-market brands, and luxury brands, with GMC ranked in the former. Of the 19 mass-market brands studied, GMC placed 13th with a score of 39 percent.
Topping the list was Subaru with a score of 60.5 percent, followed by Toyota with 60.3 percent, and Honda with 58.7 percent. The bottom three brands include Dodge with 17.8 percent, Chrysler with 14.1 percent, and Fiat with 10.4 percent.
GMC’s positioning in 13th ranks it above Buick, which scored 27.5 percent, and below Mazda, which scored 40.7 percent. Meanwhile, Chevrolet did a bit better in the study, with a seventh-place ranking and a score of 49.1 percent.
General Motors was also ranked in the Luxury Brand list via Cadillac, which was ranked tenth among 13 brands studied with a score of 33.8 percent.
“Automakers are really focused on customer retention, as evidenced by the payment plans and incentives they’ve offered since the COVID-19 pandemic broke out,” said vice president of data & analytics at J.D. Power, Tyson Jominy. “Many have gone above and beyond to offer customers financial assistance during a period of economic uncertainty, which does a lot to bolster customer confidence in their chosen brand and repurchase it in the future.”
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Source: J.D. Power
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I believe that. They feed you a line of BS for as long as they can, then tell you everything is working as designed. My 2020 Yukon Denali Ultimate 4×4 hurts me and my wife’s head every time we ride in in from the pressure it causes. Like a window is cracked or something. Told them about it with 50 miles on it new and after multiple trips to the dealer, GM said to bad sorry but it is designed to be crappy. There are almost a thousand pages on the GMTruck Forums About this issue and I should have listened. But we have bought a new Denali (including 1500, 2500, and Yukon) every 2 years for 10 years. No more after this. For the cost and our good experiences with another brand we will be going away from GM for good.
I’m sure GM said that.
They did the same to me…even the “It is working as designed” line, even though their was clearly an issue that they just chose to ignore.
I worked as tech in a GM dealer for years. Once you acknowledge the problem, The dealer only has so many visits to fix the vehicle. If it’s a brand new model, the support to fix random noises or driveability issues can be trying. And don’t forget the techs are paid flat rate, fixing your minor inconvenience noise on a lease isn’t worth their time. Spending 4 to 5 hours to fix a rattle to get paid .7 hrs isn’t going to feed the kids.
You are correct Tom !
Like I have been saying, for years now !
GM is not only screwing the customer !
They are screwing the tech !!
How and why ?
The how, is by letting the dealer manipulate the customer voice ! AND the Tech voice !!
And the why, I just do not get it !
The dealer has and will lose in the end, look at the data already. Can you all tell me what went away the last GM bankruptcy ?
First the customer went away.
Then the dealerships went away, along with the techs.
The dealerships are shooting off their own leg by not telling GM what cheap rattling crap they are trying to sell, and standing up for then very dollar the customer is providing both the dealership and GM themselves !
The headliner rattled in my 2017 Denali, and the tech stuffed a foam chunk up their with a yard stick, and got the new headliner dirty doing it. Why ? just like you said Tom, a $70,000.00 truck, with a rattle and GM wants it fixed for a dollar, and it is a GM design flaw as to why it rattles !
Look at the junk GM 8 speed !! There is NO WAY the customer, dealer or tech can win !!
Unless they all three stand up to GM, together, and GM knows that will never happen, they all want a piece of the dollar, and GM got theirs already first !
Even if you walk away, GM got their dollar, the dealer got their dollar, the customer got screwed, the tech cot screwed, the bank got screwed.
I just cant figure out why the bank allows GM to sell faulty vehicles, that they, the bank, gets stuck with !
The customer gets the loan default ding, for the GM faulty vehicle !
If the customer, who is getting screwed, and the dealer, who is getting screwed, and the tech, who is getting screwed, and the bank, who is getting screwed, were to stand against GM, GM would be forced to fix their faulty vehicles, or go bankrupt again already.
And I feel that is the trajectory we are on, once again !
Class action, after class action, strike after strike, lawsuit, after lawsuit, and they all have only one thing in common !!
GM and cheap, faulty, junk !
Yes ! Gm sould get rid off the GMC brand because it cost more money to tool up for two trucks . If they want to outsell ford in trucks just go with the Chevy name plate . Besides you don’t see any gmc’s in the nascar truck series ! All Chevys Man !
From a 2015 GMC Terrain to a 2017 GMC Acadia Limited lease that ends next fall. Where do we sign up for another GMC?!
Does not surprise me. As a long time loyal GM fan, I only buy their trucks today, as I use the truck for work and have always had a GM truck, and will till I die. A loyal truck fan since 1976.
It has been about 10 years since I last owned a GM car/SUV.
Why? Because it was clear that you got more for your money and a much better interior material quality in most other cars.
GM is now king of the plastic interiors.
Waiting for the kool aid drinkers to chime in, and disagree, but brand loyalty facts is hard to dispute.
Just take a look at the Subaru Outback interior and technology…..the only thing GM has right now to compare to that is in the Cadillac.
Some of their EV vehicles look sharp, just hope that carries over to the interior.
GM can rebound….heck, if KIA/Hyundai can go from a joke to a top rated brand in 10 years, then so can GM.
Really? I enjoy my 2018 Chev Equinox. I would like to hear from others on the GMC Terrain & Chev Equinox- I’v owned a lot of cars since the 1960’s & this is one of the best vehicles I have ever owned.
Got a 2020 Outback Limited back in April. Now that they’ve updated the firmware in the Infotainment system it works great. Portrait Apple CarPlay is awesome. Although I haven’t driven it a lot, I am very impressed by the quality, workmanship, and quietness of the car. My first Subaru and so far I like it a lot. Now to see how it handles the snow come winter 🙂
But the question is will they actually do it?
GM 1500 Sierra ride quality can’t how a candle to Dodge Ram with 4 corner air ride!
I turned in my 2016 GMC on June 30, 2020 and had ordered a replacement built “my way” on February 6, 2020 it arrived April 14, 2020 with a “NO SALE” recall due to the trifold tonneau cover I had included in the truck. 2nd such recall on the same cover same issues! I had to refuse the deal as the pandemic restrictions would not allow the corrections to be implemented.
I have driven GMC’s exclusively for 45 years and an a GM retiree.
I went looking to see what Dodge Laramie Longhorn was like. I will be driving a 2021 Dodge next!! No comparison, much more truck for my money.
Sad that GM has become so disconnected from it’s customer base. Plenty of room for improvement that’s for sure.
Have owned a 2006 GMC SLT 1 ton Duramax since new. It has been and continues to be the best truck I have ever owned. 230,000 miles and not one problem yet! Wife drives 2015 Canyon and it too has performed flawlessly!
AND FOR SURE GMC IS WHAT I WILL BUY WHEN I BUY AGAIN!
Howard Hull,
Can I ask you a question ?
Please just a honest answer if you can.
I went from a 2007 LBZ Duramax, with over 140,000 miles, and zero troubles ! Hands down the BEST, Greatest GM truck I have ever owned ! I have only owned GM trucks for 39 years now.
I too have a 2015 GMC Canyon, 3.6 with the 6 speed !
First, I was extremely disappointed with my brand new 2017 Duramax Denali ! From comfort to drive to no rear A/C vents to performance response, recall after recall, and the list could go on. I think the only thing I liked about the truck was the exterior look and the way it handled a trailer.
I traded it with 12,000 miles as quick as I could for a 2020 last June, it was one of the best decisions I ever made, so far. The 2020, Denali, over the 2017, Denali, is no comparison. It too has had had recalls, yet the truck is comfortable to drive like my 07. It has rear A/C vents again, like my 07. The leather quality on the seats, is great ! And it handles a trailer, even better than my 07 and the 2017, and that’s saying something ! I lowered it, leveled it, and I like it ! Mileage is good and one h3ll of a lot better than my 2017. The camera tech is also awesome ! Like I said, I like it !
Now !!! The Dash, I hate it ! The 2017 looked better ! The 2017 dash materials were better ! And I did say I like, or even love the camera tech.
Now !!! The little tiny, itty bitty, screen, when it splits into two views, is a JOKE ! In a $80,000.00 Truck !
Now !!! I hope the ( non Allison ) 10 speed holds up as my last 3 ( Real Allisons ) held up !! So far so good.
So my advice, go to a 2020 if you upgrade that 06 ! As I loved my 07 !
Now to the 2015 Canyon. Have you done anything or paid GM to tune the transmission ? ( there is my question ) I had to do a Trifecta tune, as the jerk, underpowered, high reving, downshift, was just to much ! It is now good and my mileage increased ! And GM did nothing ! Offered nothing ! Dealer service sucked !! Horrible !!!!
Other than that, and again, too many recalls to mention, I too like this truck !
Would I buy another Canyon from GMC, NO, not with the horrible GM 8 speed transmission, and not like this one either !
Now the new 2022 or 2023, we are talking, if GM is still around then and not owned by China ! I like the 2.7T – 10 speed combo ! I feel GM should use this combo in all of their mid sized vehicles ! With the same or better camera tech, it should be awesome !
I will be buying a GM truck, as long as they are a majority American company ( and that might not even be true today, as its impossible to find out who is in the investment groups that own the majority of the stock )
Yet my, our whole family’s loyalty will now end there !
Like Grant said above, GM,s midsized lineup, is just cheap junk, in relation to the competition !! And the VALUE for your dollar is no longer even close to the competition ! And the GM JOKE of a warranty !!! GM simply has NO warranty any longer !!! Even if you purchase a forever warranty from GM, that no longer matters, they will not honor it !!! GM has now moved there stance on warranty to their same stance as recalls, unless it affects the safety of the driver, there is NO warranty, and it is normal operation, as designed !! Even though their very own other vehicles do not preform like it !
Plastic, Fantastic, interiors !!
Just $hit, in relation to the competitor, for the same money ! Under powered, jerky, plastic fantastic $hit !!
39 years loyal ! Done other than the truck, and that’s only for as long as I need a HD. After than I will not even be buying a GM truck, and would not buy a GM truck, if I only needed a 1500 or less !
So one question and my 2 cents on loyalty !
You do know, in the definition of loyalty, it is a two way street !
My GMC 2018 Acadia is problem free, runs great, gets excellent fuel economy for what it is, and tows a trailer like a freight train. A solid, well built suv, which will definitely get my repeat purchase for another GMC.
Meh, I had a Sierra but I saw it was no better than the Silverado. I just refuse to pay more for a rebadged Chevy.
Couple things:
#1. When you go to buy a new vehicle you are forced to buy (at a high price) several/many) things you would probably never buy. You want some small item, it costs you $2,650. because you have to buy a huge package of stuff you didn’t want.
$2. GM has gone to building only which items sell the fastest. One model. May not be what the customer wants, but hey, “take it or leave it”. It’s all about their bottom line. It’s no longer about keeping the customer happy, it’s about quick turn around for them.
A lot of #2 is dealers with personnel who don’t know how to stock things. The Equinox and Terrain are losing the 2.0 because none are stocked.
I agree about #1. I want a 3.45 axle without being forced to order a tow package I don’t want. It improves drive-ability, and yet does nothing bad to the gas mileage. The 3.08 does great on the treadmill test but makes for a gutless truck.
GM really needs to focus like others FCA is doing. GMC should go after Ram and Jeep. Chevy should go after Dodge and Chrysler. Drop the redundant vehicles.
Just seems like GM is all over the place with their brands.
This is no surprise since only the Yukon, Savana and the Sierra, is the only nameplates from 2000. GMC has the least brand equity for GM.
Been a GM owner and buyer for 30 years, including several new trucks, 5 speed Beretta, Alero, ram air formula WS6, etc. My wife wants to replace her 2015 ATS coupe, well GM doesn’t build coupes anymore except camaro and corvette. They also don’t’ make a reg cab shortbox (sierra or silverado) for North America despite the fact they are already making/selling them for other countries (Saudia Arabia and Mexico). Can’t even special order one. They quote CAFE and no demand, yet here comes Ford with a restyle for 2021 and they have Reg cab 6’6″ box on the list, can get it with a 395hp V8 and a 10 speed even. More stolen GM sales right there. GM is obviously going after the low hanging/easy sale fruit, its like they don’t want anyone to buy their vehicles. Its working.
Dodge Ram Sales #2 in back of Ford and ahead of Chevy. Ram is going to have a 550HP model next year I think. I’m not a truck person but I like GMC . FCA will take the Ram to a new level I believe.
GM is losing a lot of customers because they are looking for max profit on each sale. I too wand a 2-dr coupe (have a corvette and the Camaro is not usable for everyday reqmts) & have had to give up on the Chevelle SS and Impala SS that I use to buy so now i have to go to Brand X which I’m not happy with.
Come on GM, get with the program. You’re losing a lot of customers.
Two things in play. One the Terrain took a big hit with the remake. Two most GMC models have gone up in price and the division works for profit not volume.
It remains the most profitable division at GM.
Ford and Ram both are offering major discounts and need the high volumes to make money Chevy uses the same tactic.
Not true, per the Detroit Free Press, Ford F-150 has the highest average transaction price of all full size trucks. Ford also is the stingiest with the discounts. This very site “GM Authority” reported that GM offered unusually high discounts in January on the GMC. CEO Mary Barra was called out for it on a conference call. This is the same thing that Ram was called out for in 2019 and GM has been doing it 2020.
It’s low because people will buy a gmc, trade it in for a Chevy (basically they’re basically the same) or maybe they might like that new Buick in the showroom next to their gmc so they’ll go to Buick. That’s why gm is the one brand that doesn’t really apply to this study
I love my 2018 Chevy Colorado and 2016 GMC Canyon. Both are solid trucks with plenty of power and I will be sticking with GM for my next round of trucks. I use to be a Ford guy and Chevy brought me over to the dark side. The interiors are being updated so I am happy they are addressing my only complaint. The new Tahoe looks great inside and out and I am glad the Silverado will be updating its interior soon as well.
Good thing Fiat and Subaru got out when they did from GM. Look at them now, before they were run into the ground like profitable Saturn and other brands under them.
I’m not sure Fiat is the best example for the point you are trying to make. They are dead last in reliability and are about to drummed out of the US market for a second time.
I have said this before on GM, they just do not have a long term plan on the brand stuff.
The only reason Denali is popular, is GM made Cadillac junk ! GM would not have been able to sell a Denali, if Cadillac would have not sucked so bad at the time Denali rose to popularity.
Yet the same thing could be said on Buick !
Even though I prefer the GMC look to the Chevrolet, I would have bought a Chevrolet if they offered the better seats and did not offer a GMC at all.
I guess, what I am trying to say, is I believe GM needs.
Cadillac line to be a smooooooth luxury brand, performance, luxury, quality, second to NONE of the GM brands !
GMC line to be the same as Cadillac, only not smoooooooth, GMC needs to be off road looking, yet high quality !
Chevrolet line to be the rest, its where the low HP $hit belongs, the plastic fantastic interiors, the no warranty on a junk 8 speed transmission, the non LED lighting, if GM wants it, the no rear A/C vents, you know, the stuff GM turns out and pushes to the dealers, that people buy because of need, not what people want !
People should WANT a Cadillac !
People should WANT a GMC !
Chevrolet should be and always has been ” the every mans vehicle “, or today ” every persons vehicle ”
Yet today, what GM offers is, a cheap, Chevrolet, ” every persons vehicle ” in ALL of their vehicles, they just charge you more for a plastic sticker badge !
O well, GM will fix it or continue to get smaller and lose more precious cash, this process would be quicker, if GM just had a way to communicate directly with the customer, and not let the dealer manipulate the customers voice !
Whaaaat? After driving a 2013 GMC Terrain that was absolutely trouble-free and frankly, a great vehicle, I intended to just continue my good luck with a new one. But by that time, they had removed two cylinders. Not for me. So, my option was a 2019 Acadia SLT2. After almost 2 years with that, I can say, “another great vehicle. Solid, nice styling, comfortable, good utility, a pleasure to drive, and nary a problem (unless you need to change that rear washer blade). I’d buy another in a minute.
For those GMC lovers GMC trucks and Cadillacs use Chevy engines.
It really doesn’t matter what they brand their vehicles with, they could bring back Pontiac and Oldsmobile, the fact is nothing they’ve made in the last ten years can stand up to what they built before. Today it is all cosmetics and electronics and both have little to no value after a couple years, what really matters is not there anymore. I was a die hard GM supporter, but in the last ten years I’ve lost all respect for the brand, the company and their vehicles, especially their service and customer support teams, liars the whole lot of them. I have a 2011 Buick Enclave and at 98,000kms in late 2019 the engine light goes on for a timing chain issue, 4 calls to my sales rep 8 calls to service and 6 more calls to GM Canada, and all I got was almost no return calls and the few I did I get back I was bounced back and forth to people that could help. GM is aware of the issue and has known about it since 2009 and to date continues to produce the same engine regardless of its history. The car has a book value of $2000.00 and to repair it will cost me $8,000.00 without any assistance from them. I gave them another chance in 2016 when I was in need of a new truck so purchased a 2500 series Savana 2016 model year, it has ended up being a friggin nightmare, I’ve brought it back 5 times with multiple calls prior explaining different issues, even after they had one of their mechanics take a ride in the vehicle identifying the problem, the service manger rejected the claim and only cleared the computer and reset it, and today I am still driving with an engine light and air bag light on, my dash board is full of water leaking from somewhere around the windshield, and all the heater controls And duct work just dropped out of the passenger side compartment when I hit a bump after the first year. My 2005 Chevy Express 2500 was ten times the truck this will ever be and I regret getting rid of it, but 2016 will also be the last year GM will ever get another penny from this family. I will be purchasing a new SUV tomorrow night, but these feet will never step on GM soil again.
Pretty sure all cars nowadays have all this stuff. Some of its actually pretty cool. The back cameras on the trucks, nownIm an okd farm boy and I knownhow to hitch a trailer, but they have made it easy and fool proof you only uabe to get out to set the latch amd plug it in. The navigation, blutooth, android/apple play, amy music you want is available. I thinknits quite the opposite, theu had some not so great trucks in the 80s and 90s, even early 2000s. Thus newer stuf is really quite remarkable in safety, convenience, and comfort. Especially like a seat coolers and warmers this hot summer.
Sorry for typos, hard to read rhese small letters
I traded in my 2016 GMC Terrain Denali for a 2020 GMC Acadia Denali. Although the Terrain was flawless, I needed 3rd row seating. Love the Acadia. The 9 Speed tranny makes a huge difference. Only 4 months old but I hope to have no problems in the future since this may be the last car I buy at my senior age.
8000 dollars to install a new timing chain on a 3.6 LLT V6! You better talk to another dealer as this one is charging you triple what that job normally would cost. Hint- an independent would be even cheaper yet say around 1000 or less! And the 3.6 engine was redesigned into the LFX and LGX from 2012 onward and does not have this problem so GM did not keep making the same problem prone engine.