Alfa Romeo ranks first in customer satisfaction among premium brands, according to a JD Power report.
The microchip crisis, lack of inventory and higher prices have caused the satisfaction of customers buying vehicles in the United States this year has fallen for the first time in the last 10 years.
This is the main conclusion of the study “2022 US Sales Satisfaction Index (SSI)”, which has been carried out by the consulting firm JD Power. According to this company, general satisfaction with sales has dropped to 786 (on a 1,000-point scale) from 789 in 2021. Something similar can be extrapolated in our country.
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“When dealers charge more than the manufacturer’s suggested retail price, particularly with loyal customers, they risk a possible negative long-term effect in customer advocacy and service business,” said Chris Sutton, vice president of automotive sales at JD Power. The degree of satisfaction among buyers who paid more than the price marked by the manufacturer is 757, while the satisfaction among those who paid a price similar to or less than that recommended by the brand is 850, according to the report.
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The Lack of inventory at dealerships it was also a factor of dissatisfaction for customers, according to JD Power, As for consumers who buy electric vehicles, the survey found that more than a third of them “did not receive instructions on charging the electric vehicle before leaving the dealership, which significantly affects satisfaction. According to Sutton, “Sellers don’t have to teach buyers of gasoline vehicles how to fill up, but they do have to teach buyers of electric cars how to charge their vehicle.”
For brands, good news for Alfa Romeo and its dealers. the italian brand ranked highest in customer satisfaction among premium brands with a score of 833, with Porsche a close second (831) and Lexus (819) in third.
In the meantime, in the segment of general brands, Buick ranks first with a score of 825, followed by Dodge (816) and Subaru (804), all performing above the industry average.