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Cadillac and Lexus have the most-pleased vehicle owners, according to an annual customer satisfaction survey. The survey reveals that several of Detroit’s brands meet– and, in some cases, surpass–customer satisfaction scores of their Japanese rivals.
In this year’s University of Michigan study, Cadillac rose from the number two spot last year to tie Lexus with a score of 89, just 5 percentage points above the industry average of 84. Trailing Cadillac and Lexus by just 1 point were Buick, Honda, and Lincoln-Mercury (the survey ties the two Ford brands together). BMW scored 87, and Mercedes-Benz, Toyota, and Volkswagen were locked in a three-way tie at 86.
The survey showed Ford’s overall customer satisfaction improved by 5 percent, Chrysler’s by 4 percent, and GM’s by 2 percent, compared with last year’s survey. GM’s improvement would be better if the University didn’t take GM’s Pontiac and Saturn scores into account. Of GM’s four remaining brands, GMC scored the lowest, with a below-industry average score of 82. Ford’s eponymous brand scored 83, and Chrysler’s lowest-rated brand, Jeep, scored 79.
Claes Fornell, the director of the University of Michigan’s national quality research center, says Detroit’s rising customer satisfaction scores likely stem from declining sales. In a statement, Fornell said as less-satisfied customers leave the automakers, the remaining customer base, though smaller, is more satisfied.
“This is going to be more sustainable than having a large, diversified mass of buyers, who tend to be less satisfied than the customers of competition,” he said. “Not only is a smaller, more-satisfied customer base less difficult to grow, it is also much easier to defend against competitive inroads.”
Volkswagen had the greatest improvement, gaining 6.2 percent from last year. Several brands, including Volkswagen’s Audi, are placed into an “All Others” category.
Sources: ACSI, Automotive News
This is not even a remote possibility!
Cadillac will probably never rise to the level of customer service or customer satisfaction provided by Lexus. There is really no comparison. Cadillac leave one regretting their decision to buy a Cadillac while Lexus rewards sufficiently to encourage repeat purchases.
I guess you haven’t been paying attention. Cadillac and Buick have been scoring right behind Lexus for a number of years now.
Who did this study, the University of Michigan? I wonder how many of the study participants are engineering majors. A little biased are we?I highly doubt these findings are true as Lexus has consistantly made the grade with the highest client satisfaction for years. Couple this with increasing dismay for the domestic brands due to billions upon billions of dollars pissed away for corporate bailouts for two of the big three, and the University of Michigan can put out all the studies they want to no avail. People with the money to buy right now pay attention to where their tax dollars are going, and will choose where their money goes, bailouts aside.