Buick Secures Top Position in J.D. Power's 2023 Sales Satisfaction Rankings

December 31 2023 -

In the J.D. Power 2023 U.S. Sales Satisfaction Index (SSI) Study, Buick has been named the top mass market brand for the second consecutive year. The brand achieved a score of 824 out of 1,000 points, surpassing other competitors, with GMC following closely with 821 points. This achievement marks Buick's consistent performance in the SSI study, where it has ranked either first or second in nine out of the past eleven years.

The J.D. Power SSI Study assesses customer satisfaction across two dimensions: satisfaction among buyers with their selling dealer and satisfaction among rejecters, which refers to customers who shopped at other brands and dealerships but ultimately did not make a purchase there. This comprehensive analysis offers insights into the new-vehicle purchase experience from the customer's perspective.

Duncan Aldred, global vice president of Buick-GMC, attributed this success to the brand's commitment to customer service and the efforts of its dealerships. He emphasized the role of dealer interactions in enhancing customer experience, both during the sales process and in ongoing ownership.

Buick's growth in the industry has been notable, with the brand experiencing a 60.4% increase in total sales and a 57.6% increase in retail sales for the calendar year. This growth is attributed in part to the introduction of new and significantly updated products over the past 18 months. Among these products are the Encore GX and the first-ever Envista. These models reflect Buick's strategy of offering premium features at accessible price points, which, along with dealership experience, have been identified as key factors in consumers' decisions to choose Buick vehicles.

In summary, Buick's top ranking in the J.D. Power 2023 U.S. Sales Satisfaction Index Study is a reflection of its strong performance in customer satisfaction and its effective strategy in product offerings and dealership experiences.

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