Buying New Felt Better This Year
Survey finds marked increase in consumer satisfaction with the process, though there’s more room for improvement.
GMC topped the mass-market truck segment for consumer satisfaction in the sales process.
GMC
U.S. auto consumers surveyed this spring reported markedly more satisfaction in the new-vehicle purchase process for than those polled last year.
The J.D. Power survey of nearly 35,000 buyers and lessees found an eight-point increase in satisfaction to 801 on a 1,000-point scale.
As was the case last year, it credited inventories further revived from the pandemic shortages and the price relief that’s come with that.
Just 8% of mass-market consumers paid over manufacturer’s suggested retail price, down from 15% last year, and 6% of luxury buyers did so, down from 10%, J.D. Power data.
Dealers still have other spots that could use some polishing, though. The majority of survey respondents – 57% – said those they got their cars from met nine out of 10 key performance indicators, which include aspects such as salespeople fully understanding the consumer’s needs and dealer employees effectively using technology. But each indicator down from there marks a big drop in satisfaction, J.D. Power said.
Electric-vehicle consumers in particular are less satisfied, stemming from their experience of dealer staff knowledge and expertise about EVs.
On the brand level, Porsche ranked highest in sales satisfaction for premium brands for the second year in a row with a score of 851, followed by Infiniti and Jaguar. Porsche also topped the premium SUV and car segments for the second straight year.
The top-ranked mass-market brand is MINI with an 829 sales satisfaction score, followed by Buick and Subaru.
Nissan topped the mass-market car segment, Buick its SUV/minivan segment, and GMC the mass-market truck segment for the second straight year.
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