The Buick brand of General Motors Co. in Detroit has scored the top ranking in the 2023 U.S. Sales Satisfaction Index (SSI) Study by J.D. Power in Troy. It is the second straight year that Buick has topped this ranking.
Buick tallied a score of 824 out of a possible 1,000 points in the study. GMC ranks second with 821 points.
Among premium brands, Porsche ranks highest in sales satisfaction with a score of 840. Infiniti (832) ranks second and Alfa Romeo (824) ranks third.
The study, according to J.D. Power, is a comprehensive analysis of the new-vehicle purchase experience and measures customer satisfaction with the selling dealer (satisfaction among buyers). The study also measures satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling dealership (satisfaction among rejecters).
“Buick continues to perform and deliver from a position of strength with our customers, and this ranking further demonstrates our efforts,” says Duncan Aldred, global vice president of Buick-GMC at GM. “Credit goes to our dealers, who ensure our customers have a great sales and ownership experience.”
Overall, growing new-vehicle inventory on dealer lots and accompanying moderating prices have combined to propel customer satisfaction in an upward trajectory in 2023, says study data. This year, overall customer satisfaction with the vehicle purchase experience increased to 793 (on a 1,000-point scale) from 786 a year ago.
The study also finds that satisfaction among owners of internal combustion engine (ICE) vehicles continues to be higher than among electric vehicle (EV) owners in both the premium and mass market segments.
Overall satisfaction among owners of mass market EVs is 790, while satisfaction among mass market ICE vehicle owners is 848. Satisfaction among premium EV owners is 831 vs. 866 among premium ICE vehicle owners. More than one-third (34 percent) of EV buyers say dealers are not doing enough to make them feel comfortable with EV maintenance requirements and 11 percent are not comfortable with the EV charging process and options.
“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,” says Chris Sutton, vice president of automotive retail at J.D. Power. “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.”
The highest-ranking brands in each segment are:
- Premium Car: Porsche
- Premium SUV: Porsche
- Mass Market Car: Chevrolet
- Mass Market SUV/Minivan: GMC
- Mass Market Truck: GMC
For more information about the U.S. Sales Satisfaction Index (SSI) Study, visit here.
 Study by J.D. Power in Troy.){kind=link}