Buick Earns Top Spot in JD Power’s 2016 SSI Study
Buick has been on a roll as of late.
In October, the American automaker finished first in the yearly Auto Reliability Survey performed by Consumer Reports. That marked the first time a domestic brand came in first place in the annual survey. Now, fast forward one month later and Buick has finished at the top of another acclaimed survey: J.D. Power’s 2016 U.S. Sales Satisfaction Index (SSI) Study.
J.D. Power’s SSI study basically measures how satisfied consumers were with their experience of purchasing a new vehicle. This study is in its 30th year and it measures factors that go into buying a new car such as working out the deal, the salesperson, delivery process, facility, and variety of inventory.
Buick edged out Mini by 12 points in order to take the top spot in the mass market segment of the study. On a 1,000 point scale, Buick earned 809 points, while Mini finished with 797. General Motors sub-brands Chevrolet and GMC finished fourth and fifth in the study, respectively. The results came from survey responses of 29,000 people who leased or bought a new car in April or May of this year.
The study found that certain brands scored higher when a product specialist would sit down with the person buying the new car to teach them how to use the technology in their vehicle. Survey results also revealed that people were more willing to use the tech features in their car when a product specialist showed them how to use it before finalizing the deal.
“We know a positive customer experience goes well beyond great product,” said Duncan Aldred, vice president of Global Buick Sales, Service and Marketing. “Our sales satisfaction ranking shows that our ability to deliver a meaningful purchase-to-ownership process is paying off for our customers well beyond when they leave our stores.”
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News Source: Automotive News (subscription required)