In a notable reversal from last year’s performance, Chevy ranked well in the J.D. Power 2024 Mexico Sales Satisfaction Index (SSI) Study, which measures the satisfaction of Mexican auto buyers with the sales and dealership experience for both mass market and premium brands.
The study rates brands such as Chevy on six different factors related to the purchasing process, and does not provide feedback on the owners’ opinions or experiences with their vehicle after purchase.
For 2024, Chevy placed fourth in the Mass Market vehicles segment with a score of 887 out of a possible 1,000 points. It came in behind the segment winner, Ford, with 902 points, SEAT at 898 points, and Toyota at 890 points. However, it scored significantly above the segment average of 872 points, beating a range of Japanese and Korean automakers and far surpassing most European brands.
This result stands in stark contrast to Chevy’s 2023 performance in the study. At that time, the Bow Tie brand ranked eighth overall and scored 872 points, below the 2023 average score of 874 points for mass-market vehicles.
The study bases its conclusions on the responses of new vehicle owners in Mexico collected between November 2023 and April of this year. Out of the six factors used to calculate a final score, the buyers’ opinions of dealership employees and of the vehicle delivery process were given the most weight, at 28 percent and 21 percent of the score, respectively.
Other factors include the vehicle purchasers’ impression of the dealership facility itself, weighted at 20 percent of the score, as well as “working out the deal (12 percent), the paperwork process (13 percent), and the brand website at 5 percent of the score.
The brands achieving the highest scores tended to be those that integrated technology into the buying process and that offered test drives in their vehicles. Even if the buyer didn’t take the vehicle for a test drive before buying, the available option to do so increased their satisfaction with the purchasing process.
Besides Chevy, GM brand GMC also greatly bettered its performance in 2024 compared to 2023, coming in at the top of the Premium segment for customer sales satisfaction.
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