agent Entrepreneur logo
MenuMENU
SearchSEARCH

Sinking Buyer Satisfaction May Hinder Big 3 Rebound

August 16, 2011
2 min to read


Lower customer satisfaction with domestic cars and trucks could hurt the comeback of Detroit automakers, according to the analyst behind the American Customer Satisfaction Index released today.


Overall, the industry's score improved 1.2 percent to 83 out of 100, according to the index's annual auto comparison. The index is based on customer evaluations.

Ad Loading...


Detroit automakers lost ground a year after the Lincoln and Buick brands surged to the top in the 2010 index with the help of incentives, reported The Detroit News.


Ironically, Japanese automakers now relying on incentives in the wake of recalls are improving their scores.


"Japanese automakers are determined to recapture recent losses in market share," said Claes Fornell, professor of business administration at the University of Michigan. He created the ASCI in 1994. Fornell took the index private in 2009.


"It used to be Detroit that was forced to use buyer incentives to compensate for its weaker customer satisfaction. Now, with the Japanese using discounts in addition to their strong customer satisfaction, Detroit will probably have no choice but to respond in kind," Fornell said.


In the index, Toyota and Lexus ranked as top nameplates along with Cadillac. Four of the six nameplates that declined were domestic: Lincoln, Buick, GMC and Chrysler. Among Japanese and Korean brands, all but Mazda improved.

Ad Loading...


Ford Motor Co. ranked highest among domestic carmakers, scoring an 85; General Motors Co. followed with an 84. Both companies slipped 1 percent from a year ago.


Chrysler Group LLC is below the industry average with a score of 78. Dodge, Jeep, Chrysler and Mazda are at the bottom of the index.


The Big Three had closed the gap in the last two years but a rebound by Asian brands is erasing that, said David VanAmburg, ASCI managing director in Ann Arbor.


With incentives, Asian automakers "are beating Detroit at its own game," he said.


More Industry

Photo of two men in suit jackets shaking hands next to new car inside of a dealership
IndustryApril 23, 2026

A New Consumer Culture in the Auto Dealership

Dealers should aim to build a positive work environment, helping employees execute an efficient experience, from their online research to the final delivery of the vehicle.

Read More →
Closeup of the side of an Audi car
Industryby Hannah MitchellApril 23, 2026

New-Vehicle Sales Down

A cloudy April forecast was expected due to last April’s sales surge in anticipation of U.S. trade tariff-inflated prices. Meanwhile, automakers pumped up incentives to address today’s consumer wallet woes.

Read More →
Photo of Cadillac Lyriq SUV on road with partly cloudy sky in background
Industryby Hannah MitchellApril 16, 2026

Used Autos Selling for More

A recent price spike due to several larger market forces, though it hasn’t dulled demand, is pushing more consumers to efficient models to squeeze in buys.

Read More →
Ad Loading...
Photo of facade of Waldorf Toyota car dealership
Industryby Hannah MitchellApril 16, 2026

Maryland Auto Group Sells

A group out West picked up the major D.C.-area collection, putting it in the upper tiers of private automotive groups in the U.S.

Read More →
Line graphic showing Cox Automotive's March Credit Availability Index status
Industryby Hannah MitchellApril 13, 2026

Auto Lending Opens Up in March

Lenders loosened access for subprime borrowers, and consumers with negative equity reached a record high, Cox Automotive reported.

Read More →
electric vehicle next to an urban charging station. EV Demand Diverges. F&I and Showroom logo
Industryby Lauren LawrenceApril 10, 2026

EV Interest Varies Regionally

U.S. consumer interest in electric vehicles lags behind other countries despite the rising gas prices caused by the ongoing war in the Middle East.

Read More →
Ad Loading...
Photo of the rear of a Mercedes GLC 400 electric SUV with a skyline in the background
Industryby Hannah MitchellApril 10, 2026

Brands Weighed on Projected Recalls

Research reveals the brands and models most likely to have higher recall rates over their lifetimes. While some brands rank high, addressing safety issues can be a selling point.

Read More →
Photo of white 2026 Ford Bronco on a sandy beach
Industryby Hannah MitchellApril 10, 2026

March New-Vehicle Sales Don’t Reflect War

Cox Automotive data shows Americans doubled down on big-is-better despite price increases. Slightly higher incentives helped fuel the demand.

Read More →
Photo of several cars on lifts in a service center
Industryby Hannah MitchellApril 9, 2026

Franchised Dealers Stand to Gain Service Business

Cox Automotive research shows both the opportunities and the challenges in turning consumers’ growing affordability needs into increased fixed-operations revenue.

Read More →
Ad Loading...
Photo of office desk with open laptop on it and an empty chair next to it
IndustryApril 9, 2026

What Matters Most in Building Your Agency

The partner you choose for growth and expansion is key, because better is the ultimate goal instead of growth for growth’s sake.

Read More →