GMC ranked low in the premium automotive brand segment in the recent J.D. Power 2023 Mexico Sales Satisfaction Index Study. According to the study, GMC ranked last among the four premium auto brands studied.
The J.D. Power Mexico Sales Satisfaction Index Study provides a numerical evaluation of customer new-vehicle purchase satisfaction, with evaluations based on six weighted metrics. Automotive brands are divided into premium brands and mass-market brands. As GM Authority covered previously, Chevy was ranked low among mass-market brands in the recent study.
Now in its tenth year, the 2023 J.D. Power Mexico Sales Satisfaction Index Study is based on evaluations collected from 3,263 buyers in Mexico. The study was fielded between October of 2022 and February of 2023, and included evaluations from buyers who purchased a new vehicle between the 2021 and 2023 model years after one to 12 months of ownership.
Customer evaluations were then used in the computation of a numerical satisfaction score via six weighted metrics. These metrics include (weighted percentage listed in parentheses): delivery process (27 percent); dealer personnel (25 percent); facility (16 percent); working out the deal (13 percent); paperwork (12 percent); and brand website (7 percent). From there, J.D. Power calculated a numeric score for each of the automotive brands studied. The scores are based on a 1,000-point scale, with a higher score indicating greater overall customer satisfaction.
According to the study, GMC scored 892 points, ranking it dead-last among the four premium brands evaluated. Mercedes-Benz was the top-ranked brand with 930 points, followed by BMW with 911 points and Audi with 897 points. The segment average was set at 912 points.
According to senior director and country manager at J.D. Power Mexico, Gerardo Gomez, clear communication between dealerships and customers can have a profound impact on customer satisfaction. That includes communication through the customer’s preferred channel, such as text messaging or technology at the dealer.