Customer Satisfaction Slides in Vehicle Purchase Experience

By Staff Writer November 10, 2022

Customer satisfaction with the vehicle purchase experience has declined for the first time in more than 10 years, according to the J.D. Power 2022 U.S. Sales Satisfaction Index Study. Overall sales satisfaction has dipped to 786 (on a 1,000-point scale) from 789 in 2021.

Alfa Romeo ranks highest in sales satisfaction among premium brands with a score of 833. Porsche (831) ranks second and Lexus (819) ranks third.

Buick ranks highest in sales satisfaction among mass market brands, with a score of 825. Dodge (816) ranks second and Subaru (804) ranks third.

Another key study finding is that electric vehicle (EV) buyers continue to have fewer satisfying sales experiences than do buyers of traditional gas-powered vehicles.

Satisfaction among buyers who paid more than sticker price is 757, while satisfaction among those who paid sticker price is 850. Among buyers of mass market vehicles, 25% paid more than MSRP compared with just 19% among buyers of premium vehicles.

Satisfaction is higher among buyers who special ordered a vehicle for later delivery (854) than among those who bought a vehicle from the dealer’s lot (841).

More than one-third (38%) of EV buyers failed to get instruction on EV charging before they left the dealership, which notably affects satisfaction. Among buyers of mass market EVs, satisfaction is 835, and declines to 717 when there wasn’t a demonstration.

Rate this item
(0 votes)
Last modified on Wednesday, 16 November 2022 12:38