Report: Buick Tops Mass Market Brands in the United States Sales Satisfaction

Sales of the 2024 Buick Enclave contributed to a favorable JD Power market sales rating of No. 1 of the brand. // Image courtesy of Buick

General Motors Co.’s Buick brand. in Detroit has earned the top spot in the 2023 US Sales Satisfaction Index (SSI) Survey by JD Power in Troy. It is the second year in a row that Buick has topped this ranking.

Buick scored 824 out of a possible 1,000 points in the survey. 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 survey, according to JD Power, is an in-depth analysis of the new car buying experience and measures customer and dealer satisfaction (satisfaction among buyers). The survey also measures satisfaction with brands and sellers of products that were purchased but ultimately rejected in favor of the sale (satisfaction among rejects).

“Buick continues to work and deliver from a position of strength with our customers, and this title further reflects 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, increased inventory of new cars on dealer lots and accompanying regulatory pricing have combined to drive customer satisfaction in an upward direction in 2023, says research data. This year, overall customer satisfaction with the car buying experience increased to 793 (on a scale of 1,000 points) from 786 the previous year.

The survey also finds that satisfaction among internal combustion engine (ICE) vehicle owners continues to be higher than among electric vehicle (EV) owners in the mainstream and aftermarket segments.

Overall satisfaction among owners of mass-market EVs is 790, while satisfaction among owners of mass-market ICE vehicles is 848. Satisfaction among premium EV owners is 831 versus 866 among owners of premium ICE vehicles. . More than a third (34 percent) of EV buyers say dealers don’t do enough to make them feel satisfied with EV maintenance needs and 11 percent are unhappy with the EV charging process and options.

“Improved vehicle inventory levels and reduced upward pressure on prices are the leading factors in driving sales satisfaction back in a positive direction,” says Chris Sutton, vice president of automotive retail at JD Power. “Car buyers are more satisfied with the inventory choice they’re seeing now at dealerships across the country – more than three years ago. Increased inventory also means fewer buyers are paying more than the manufacturer’s suggested retail price (MSRP) for their new car.”

The top brands in each segment are: