The Chevrolet brand ranked below the industry average in the recent J.D. Power 2021 Mexico Sales Satisfaction Index Study, which attempts to gauge the average level of customer satisfaction with selling dealers across all major automotive brands.
For this study, J.D. Power surveyed 2,761 new vehicle owners in Mexico after one to 12 months of ownership. The study quizzed these participants on six different categories related to the vehicle buying process, with each carrying a different weight based on importance. This included the delivery process (weighted 27 percent), dealer personnel (25 percent), facility (16 percent), working out the deal (13 percent) paperwork (12 percent) and brand website (7 percent). Brands were then given a score based on a 1,000 point scale, which is representative of their performance in these six categories.
Chevrolet was given a satisfaction score of 865 out of 1,000, placing it just below the 868 industry average for mass market brands and tying it with Japanese automaker Nissan. Toyota was ranked the highest among mass market brands with a score of 889, followed by Hyundai in second (878) and Mazda in third (875).
J.D. Power said many Mexican consumers enjoyed interacting with a product specialist, with overall satisfaction increasing by 29 points when the buyer was able to consult a product specialist at some point in addition to a salesperson. When a salesperson is not involved in any part of the sales process, satisfaction jumped by 37 points. This means that dealers may want to encourage “more involvement of product specialists throughout the sales process to improve satisfaction,” J.D. Power says, and shows that salespeople can also improve the buying process by communicating clearly and efficiently.
Follow-up is another important part of the buying process, the study found. J.D. Power says that more than one-fourth (26 percent) of buyers are not contacted by the dealer after their vehicle has been delivered. Satisfaction among these buyers is, on average, 105 points lower than those buyers who were contacted after delivery – a sign that follow-up is just as important as the rest of the buying process for many consumers.
German brand VW was at the very bottom of the ranking with a score of 850, narrowly beaten by French brand Renault, which had a score of 858, and VW-owned brand SEAT with a score of 859.