Buick was ranked as the top mass market brand in the recent J.D. Power 2022 U.S. Sales Satisfaction Index Study, besting Dodge in second place and Subaru in third.
The J.D. Power 2022 U.S. Sales Satisfaction Index Study marks the study’s 37th year, once again providing insight into customer satisfaction with regard to the new-vehicle sales experience. Both new-vehicle buyers and rejectors were studied, the latter of whom are customers who shop at a given dealership but purchase elsewhere.
The latest 2022 study is based on responses from 36,879 buyers who purchased or leased a new vehicle between March and May of 2022. The study was fielded between July and September of 2022.
The study measures buyer satisfaction based on six factors, each of which is weighted by a percentage in terms on importance. These include the delivery process (26 percent), dealer personnel (24 percent), working out the deal (19 percent), paperwork completion (18 percent), dealership facility (10 percent), and dealership website (4 percent). Meanwhile, rejecter satisfaction is based on five factors, also weighted by a percentage based on importance, including salesperson (40 percent), price (23 percent), facility (14 percent), variety of inventory (11 percent), and negotiation (11 percent).
J.D. Power uses these factors to calculate an overall score for each vehicle brand studied, based on a 1,000-point scale, with a higher score indicating greater overall satisfaction.
Among the 16 mass market brands studied, Buick ranked the highest, scoring 825 points. Dodge was second with 816 points, Subaru third with 804 points, Chevy fourth with 803 points, and GMC fifth with 802 points. The mass-market segment average was 782 points.
J.D. Power notes that overall industry customer satisfaction with the vehicle purchase experience declined for the first time in over a decade, with overall sales satisfaction falling to 786 points, as compared to 789 points in 2021. The study notes that 25 percent of mass market buyers paid over MSRP, a major contributing factor in satisfaction.