The J.D. Power 2022 U.S. Sales Satisfaction Index Study was fielded between July and September of 2022, and examines buyer satisfaction based on survey responses collected from 36,879 buyers. Respondents purchased or leased a new vehicle between March and May of this year.
Now in its 37th year, the latest J.D. Power 2022 U.S. Sales Satisfaction Index Study ranks buyer satisfaction by six factors, with each factor weighted by a percentage based on importance. These factors 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).
Notably, J.D. Power also looked at the experience for rejectors, or customers who shopped at a given dealership but ended purchasing elsewhere. Factors among rejectors included the salesperson (40 percent), price (23 percent), facility (14 percent), variety of inventory (11 percent), and negotiation (11 percent).
Using these metrics, J.D. Power was able to calculate customer satisfaction scores for each brand studied based on a 1,000-point scale, with a higher score indicating greater overall customer satisfaction. Chevy was ranked fourth among mass market brands with a score of 803 points, edging out GMC in fifth with 802 points, and slotting in just below Subaru with 804 points. Buick was the top-ranked brand in the mass-market segment at 825 points, while Dodge was ranked second with 816 points. The segment average was 782 points.
Among the study findings was a marked decrease in overall satisfaction for those customers who paid more than sticker price for a new vehicle, while buyers who special ordered a vehicle for later delivery had higher overall satisfaction. Meanwhile, EV buyers who got special instruction on EV charging showed greater overall satisfaction, and finally, physical visits to dealership are declining as online shopping increases.