Back in November 2022, GM Authority reported that Buick was ranked as the number one overall brand in regard to U.S. sales satisfaction. Now, the Tri-Shield brand sits atop the list once more, indicating that customers are extremely satisfied with their vehicle purchasing experience.
According to the 2023 J.D. Power U.S. Sales Satisfaction Index, Buick was ranked first overall with a score of 824 out of a possible 1,000 in the mass-market segment.
It’s worth noting that the segment average stood at 790, while General Motors’ three mass-market brands – Buick, GMC and Chevy – rounded out the top three.
“The improved level of vehicle inventory and the easing of upward pressure on prices are the driving factors in sending sales satisfaction back in a positive direction,” J.D. Power Automotive Retail Vice President Chris Sutton claimed in a prepared statement. “Vehicle buyers are more satisfied with the inventory choices they now see in dealerships across the country – more than in the past three years. Increased inventory also means fewer buyers are paying more than the manufacturer’s suggested retail price (MSRP) for their new vehicle.”
There were a few notable findings in this study, including:
- Smaller percentage of buyers paying above the quoted starting price
- As inventory levels continue to improve, many dealerships are finding it harder to justify prices above the starting MSRP. More specifically, only 15 percent of buyers paid above MSRP, which stands as a 25 percent decrease from 2022 levels. In regard to premium vehicles, this figure fell to 10 percent of buyers as compared to 19 percent a year ago.
- Price satisfaction continues to improve, but has yet to reach pre-pandemic levels
- Increasing inventory levels have led to moderating vehicle prices. However, customer satisfaction is still below pre-pandemic levels. To this point, buyers of mass market vehicles provide a rating of 8.04 (on a 10-point scale) for fairness of price paid vs. 8.14 in 2020.
- Notable gaps in salesperson expertise
- EV buyers demonstrated lower satisfaction than their ICE contemporaries. In fact, EV buyer perception regarding the expertise of the retailer staff results in a rating of 7.81 in comparison to 8.75 for perception of ICE staff expertise.
- Additional information wanted
- More than 30 percent of EV buyers would like additional information on their vehicle’s maintenance schedule, while seven percent want assistance setting up their home charging.
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Comments
Congrats to GM on this. All three of their mass market brands take the top spots. I do question how many of these brands suffered from the greedy dealer “add-ons” that can really hurt the sales experience. And we all know how bad that can be anyhow.
I want to point out specifically the lack of sales person expertise. How shocking!! Especially in the EV department. Having been in this business for so long and having been the product training specialist at the one dealer for around 10 years, I know first hand how bad some of these sales people can be. However, when they are made to work such long hours and for so little pay, what do you expect?
Good work!
Congratulations to Buick for beating everybody else on the mass market brands!
Buick is prof that most people don’t buy due to quality, reliability or customer satisfaction, they buy to impress their neighbors. No company/division consistently wins so many awards for being the best in their class, yet people still won’t even consider it due to perception of what they were over 20 years ago.
Dsuupr: I really don’t understand what you said. IMO, none of it makes sense. I sold Buick for close to 13 years alongside Cadillac. Now if you said people buy “Cadillac” to impress the neighbors, I’d understand. But Buick? The next thing you say sounds like you are talking badly about Buick, and then it ends like an compliment. Buick has been and still gets high marks in so many areas because they actually make and have been making a very good product for many years. Maybe they don’t make the correct products at the moment, but that doesn’t make them bad products.
Just think if they made a American sedan and the suv’s in the USA
Buick’s have always been great cars for many many years…. MY father would buy nothing, but Buicks and I don’t recall dad ever having a problem with our family cars as i grew up…
My dad went from Chevy to Buick and finally to Cadillac. Then he went back to Buick because he said it was better than the Cadillac.
Electra 225, 1976, Dad 91 year’s old won’t part with it. Willed to me though. Washed every week, I’m 65. Original condition. Perfect running condition and asked every, “How Much?” License plate holder reads, Don’t think about it, not for sale.
Buick quality has been recognized for many years. My Dad was a dealer since 1953 and retired in 1975. I stayed in the business until 2015. The current dealer has given up Buick since he got the message from GM that they will have to spend up to $400,000 to get ready for the EV’s.
I still have mine do you still have yours? 1979 Buick Regal Limited V8 Gransport rally’s wheels first vehicle I purchased for 150$ in 1994 she’s old faithful run strong and fast everyone asks me is it for sale She’s NFS Not for sale recently purchased 1998 17.9 Dayton Wire wheels only for the weekends She turns Heads everywhere I go cruising Pacific Coast Hwy to Whittier Blvd and The Desert Valley’s and don’t give me funny looks because the only person you should be mad at is yourself Pal for not keeping your Buick my investment went from $$$ to $$$$$