Despite slipping downward a few points compared to last year, GMC is still rated as comfortably above average in the J.D. Power 2024 U.S. Sales Satisfaction Index Study, showing that the brand offers a good sales experience to customers.
GMC achieved fifth place among the vehicle brands vehicle buyers rated as the best to purchase from, behind MINI, fellow GM brand Buick, Subaru, and Nissan.
Ranked on a 1,000-point scale with higher numbers indicating a superior sales experience for buyers, GMC got an 816 rating from customers participating in the study. The segment average for mass-market vehicles is 798, while satisfaction was 801 overall for the entire auto market.
GMC fared somewhat better last year, rising to second place in the mass-market category with an 821 rating. At that time the segment average was 790 points. Most of the increase in market-wide satisfaction is attributed to larger inventories in 2024, giving buyers a larger selection of vehicles to choose from, along with declining prices (partly due to the same factor of increased supply).
J.D. Power also gave GMC one of five “segment awards” for outperforming all other brands in U.S. sales experience for a specific kind of vehicle. Big Red was the highest-ranked marque in Mass Market Truck, a distinction it also earned in 2023.
General takeaways from customer feedback include the fact that the number of people buying vehicles above MSRP has dwindled dramatically from 2023. A year ago, 15 percent of buyers purchased their vehicle above MSRP, while in 2024 only 8 percent did so. About 57 percent of buyers had 9 or 10 out of 10 key performance indicators met while purchasing a new vehicle in 2024, with vehicle condition and the helpfulness of sales personnel being among these indicators.
The study included both buyers and “rejecters,” those who stopped the sales process and bought a vehicle elsewhere, with a total of 34,596 participants. These new-vehicle shoppers rated six different aspects of the sale, with the delivery process as the most important and the dealer website as the least, to provide a final ranking.
J.D. Power VP Stewart Stropp said that customer sales satisfaction trends show an “upward trajectory from the lows of 2022” that “marks a return to form,” though sellers still have room for improvement beyond better vehicle assortment and prices.
Comments
Until they wise up and add loyalty to all these conquest incentives, expect that to plummet. Dumbest thing I think I’ve ever heard regarding incentives.
There are so many JD Power surveys its hard to tell what’s what anyways. Toyota, Kia, Honda reign over one survey but then outperformed by Dodge & Jeep in this one?? Makes no sense.