There is more than one survey on initial customer satisfaction with the purchase of a new vehicle, but each one is interesting, even if the results are often similar. In fact, we see clear trends emerging, especially when it comes to the work of Japanese companies.
Basically, the customers of the latter are more satisfied.
However, a fly in the ointment marks the results of a study carried out by the American Customer Satisfaction Index. Indeed, the latter highlight a 1.3% decline in overall customer satisfaction between 2021 and 2022.
We noticed the same thing with JD Power, whose the APEAL study published last month had also revealed a drop in the level of satisfaction of new owners of new vehicles.
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It is above all the generic brands that have lost their feathers while the luxury companies have progressed in the eyes of their respective clienteles.
In all, 4,708 randomly selected consumers were surveyed between July 2021 and July 2022. Last year, the overall satisfaction index was 78%, while it is 77% this year.
Each brand receives an overall score out of one hundred points, while different criteria are scored throughout the process, such as reliability, performance, safety, etc.
Among mass builders, people are generally satisfied with the three elements just mentioned (81%). They are less satisfied with guarantees (75%) and consumption (74%).
Here are the scores recorded by the various generic manufacturers. We note of course that the gap is thin between each, which means two things; you have to take the results with a grain of salt to recognize a winner, but at the same time, they give a general portrait and an interesting comparison tool, especially to compare the best with the worst.
Subaru (80)
Toyota (80)
Chevrolet (78)
Hyundai (78)
Mazda (78)
Ram (78)
Honda (77)
Buick (77)
Nissan (77)
Volkswagen (77)
Ford (76)
GMC (76)
Jeep (76)
Be (76)
Dodge (74)
Chrysler (72)
Mitsubishi (72)
As for luxury vehicles, customers are satisfied with comfort, interior and safety with respective percentages of 84%, 83% and 83%. Guarantees and consumption only satisfy 79% and 76% of respondents.
Again, we see a trend.
Lexus (84)
Acura (82)
Audi (82)
Infiniti (82)
Cadillac (80)
Tesla (80)
Mercedes-Benz (79)
BMW (77)
Volvo (76)
Lincoln (75)
For some manufacturers, the news is good with significant gains. This is the case for Toyota (1%), Chevrolet (3%), Chrysler (3%), Acura (8%) and Infiniti (9%). On the other hand, the following firms retreated; Hyundai, Mazda, Volvo and Lincoln (1%), Honda (6%), Dodge (5%).
As for Korean and American firms, it is rather stable with fluctuations of around 1%.
