During the 2022 rendition of the J.D. Power U.S. Sales Satisfaction Index, Cadillac was ranked fourth overall, beaten only by Alfa Romeo, Porsche and Lexus. Now, the luxury marque ranks just above average in the 2023 J.D. Power 2023 U.S. Sales Satisfaction study, indicating that customers are generally happy with their sales experience.
According to the 2023 J.D. Power U.S. Sales Satisfaction Index, Cadillac is ranked seventh overall with a score of 817 out of a possible 1,000 in the premium vehicle segment. This places the luxury marque between Jaguar and Mercedes-Benz, which earned scores of 818 and 816, respectively.
It’s worth noting that the segment average stands at 813.
“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 are 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
The car, I am reasonably pleased with. The dealers, that’s another story. Anyone paying over list price is a fool. Anyone paying for needless dealership add ons and markups deserves to be taken.
Just as soon as they make the 2025 XT5 available only to China ,their ranking will go down.