Customers are well-satisfied with the buying process for new Buick vehicles, the newly released J.D. Power 2024 U.S. Sales Satisfaction Index (SSI) Study indicates, taking second place in the mass-market category below MINI and just above Subaru.
This is a slight decline from last year, when Buick rated first in the category, but the satisfaction score reported for 2024 was even higher than in 2023, at 827 versus 824.
Buick and the competing brands were rated by ranking customer feedback in several different areas and combining these to get a final 1 to 1,000 score, with higher numbers better. People involved with new vehicle purchases, whether successful or unsuccessful, were asked to rate the delivery process, the personnel at the dealership, sales negotiation, the paperwork, and their impression of both the brand’s physical dealership and website.
In addition to being one of the highest-rated mass-market brands, Buick also rated at the top in one of the individual vehicle body style categories. Tri-Shield brand vehicles were rated as offering the best sales experience among mass-market SUV / minivan choices. Buick’s 827 score was also far above the 798 segment average.
Among the details revealed by the study, J.D. Power retail VP Stewart Stropp said that “improvements in new-vehicle inventory and pricing moved customer satisfaction in an upward trajectory from the lows of 2022.” However, almost all sales satisfaction improvements are due to larger variety and lower prices. Stropp points out that “satisfaction with other parts of the sales experience has not improved nearly as much,” meaning that “plenty of opportunity remains to optimize the path to purchase.”
The study found the number of buyers paying more than MSRP fell by almost half year-over-year, with 15 percent paying above that level in 2023 and just 8 percent in 2024. Additionally, buyers tend to be far less satisfied with the EV sales process than with buying an ICE vehicle. Most of Buick’s electric models are exclusively available in China for the time being.
The study used data from March through May 2024, including both leases and purchases made by 34,596 owners. Both actual buyers and rejecters – those who broke off the sales process and went with a different automaker – were included in the study for a better-rounded perspective.
Comments
But…but…but…I read on this site that they’re not good? Wha…….?
It’s the fact that GM, not the dealers, are only offering conquest incentives, that soured our buying experience. We had a GM vehicle to trade. Stupid, just plain stupid.
Why is Chrysler at the bottom and Jeep, Dodge and Ram grouped together at above avg? In most cases Chrysler dealers also sell Dodge, Ram and Jeep. The sales process shouldn’t be different. The only explanation is that Chrysler buyers expect more.
Also Buick and GMC should be closer together, since those makes are dualed in most cases too.