GMC and Buick have been recognized in the latest J.D. Power 2020 U.S. Sales Satisfaction Index Study. The two GM brands placed second and third respectively in the Mass Market segment.
The J.D. Power U.S. Sales Satisfaction Index looks at satisfaction among new-vehicle buyers and “rejectors” (or rather, a potential buyer who decides to purchase somewhere else) with regard to dealership sales experience. The study calculates buyer satisfaction using six individual factors, which, listed in order of importance, include “delivery process (28 percent); dealer personnel (21 percent); working out the deal (19 percent); paperwork completion (19 percent); dealership facility (10 percent); and dealership website (4 percent).”
Meanwhile, “rejector” satisfaction is based on five factors, including “salesperson (28 percent); price (27 percent); negotiation (18 percent); dealership facility (14 percent); and variety of inventory (13 percent).”
Now in its 35th year, the latest 2020 study was based on responses from 35,816 buyers who purchased or leased their new vehicle between January and June of 2020. The study was fielded between July and October of 2020. The responses were then used to calculate a single score for each of the brands studied, with a total of 1,000 points possible.
In the Mass Market segment, two GM brands, GMC and Buick, performed well, clinching second and third place, respectively. GMC scored 804 points, while Buick scored 803 points. Mini was the highest-ranked Mass Market brand with 824 points, while Ford was fourth with 798 points. Chevrolet ranked eighth with 787 points, slightly above the segment average set at 784 points.
Another of the U.S. GM brands, Cadillac, was ranked fourth in the Luxury segment with 825 points. Infiniti and Porsche also scored 825 points in the segment, while Mercedes-Benz, Lexus, and Lincoln were ranked third, second, and first, respectively, with 826 points for Mercedes-Benz and Lexus, and 827 points for Lincoln.
Among the 2020 study key findings was improved satisfaction among buyers participating in pandemic-related buying activities, such as completing paperwork online, as well as enhanced take rates among buyers who reviewed products online.
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Source: J.D. Power
Comments
Congratulations to Buick for its latest achievement! Ahead of Toyota, Honda, Kia, Hyundai, Subaru, and others!
Christopher, I agree totally. Now if we had less “sheep” and more buyers of quality brands, Buick would certainly do much better.
Why is Buick considered mass market but Acura and Infiniti are luxury? Avenir trim price is often m pi re expensive than Acura. If Buick isn’t a GM prestige brand than it’s a Chevrolet or Honda rival?
The same can be said for GMC GMC considering price points and Delani comprising 40% of sales. Hummer at over $100,000 is also something not found in mass market.
Buick GMC have so much long-term potential when you look at recent growth and future products.
GM has shrunk over the 21st Century but sub brands like Hummer, Delani and Avenir compensate for Pontiac & Saturn’s lost earnings.
Steve: That’s a good question. I’ve asked myself that too and we all know the Buick brand aligns well with Acura, Infiniti and Lexus. In many ways, I feel is even a better brand. But do you think maybe it’s because Buick does use large rebates and the dealers seem to discount the heck out of them? This kind of places it (price wise) more in alignment with lower brands like Honda, Toyota and even Kia.
Buick is considered a “premium” brand, not a “luxury” brand. You can read about the theoretical differences online in various articles, but it’s all a big blurry mess, honestly.
How can this be when the 11 Buick owning subscribers to Consumer Reports say they hate Buick? Lol!
Hey take any compliment you can. At least powers surveys are a little better run. That give some credibility here.
Because is’t Consumer Reports. Enough said.
Maybe because Consumer report is based on that publications staff and their opinion. Hence, why I never put any value in their ratings. JD Power is based on thousands of actual consumers.
In either case (CR or JD Power) you end up with the problem of an echo chamber. A lot of people are going to defend their purchasing decisions and make light of problems they’ve had, especially when they’ve gone out of their way to buy into a brand name they want to be associated with.
Unfortunately, there doesn’t seem to be a good way eliminating bias in this area.
GMC vs CHEVY = same same except one has lipstick.
Curious that Lincoln is number one in customer satisfaction, but recently read last in reliability
Sales satisfaction is a reflection of dealer performance with sales staff. I am more influenced by reliability ratings over several years. I put more faith in J D Power rankings. My recent Hondas have been far superior to the many GM and Ford vehicles I owned. I will not be returning to Detroit brands.