The newly released J.D. Power 2025 Canada Dealer Financing Satisfaction Study shows GM Financial in the rock bottom position in dealership satisfaction ratings, well below segment average and falling drastically short of winner Ford Credit.
GM Financial was rated 636 points out of a possible 1,000 in customer satisfaction according to the study, below second-worst Nissan Canada Finance at 673 points and the segment average of 751 points.
In contrast to GM Financial, first-place Ford Credit achieved an 812 rating, with Hyundai Motor Finance second at 793 points. Third place is occupied by Honda Financial Services with 775 points. Kia and Toyota financing were the other programs that ranked below average in the study.
J.D. Power notes that prices and the cost of borrowing could increase significantly in the near future in the “unknown territory amidst an evolving trade market” created by the tariff policies of U.S. President Donald Trump. According to the firm’s auto intelligence director Patrick Roosenberg, “how a lender’s sales rep engages with their dealers in terms of responsiveness, ability to solve issues and communicate consistently has a significant effect on satisfaction.”
The poor performance of GM Financial in the study suggests weaknesses in the key areas of responsiveness, resolving problems and setting up contracts. However, it should be noted that this does not necessarily correspond to the experience of Canadian consumers as distinct from Canadian dealerships.
U.S. dealers rated GM Financial below average in 2024 as well, yet this was not mirrored in consumer rankings. Vehicle buyers rated GM Financial as significantly above average for general financing satisfaction in 2024, and in the same year lauded The General’s financial branch for its digital financing, awarding it first place with 710 out of 1,000 points and far above Ford Credit.
As part of the Canada study, Roosenberg noted that “in the current economic climate, just meeting dealers’ expectations is no longer the catalyst for growth” and that financial services need to go above and beyond the norm to achieve top ratings.
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