Porsche Tops J.D. Power 2024 U.S. Sales Satisfaction Study

Porsche leads the way in customer satisfaction among all brands for a second year in a row, according to the J.D. Power 2024 U.S. Sales Satisfaction Index (SSI) Study. MINI ranks highest of mass market brands. 

J.D. Power researchers say overall, consumer satisfaction is up over last year. This is thanks to improvements in new-vehicle inventory and pricing. This year, overall customer satisfaction with the vehicle purchase experience is 801 (on a 1,000-point scale), up from 793 a year ago.  But the study also found markedly smaller gains in other aspects of the buying process, like personnel, paperwork and delivery.

“In 2023, improvements in new-vehicle inventory and pricing moved customer satisfaction in an upward trajectory from the lows of 2022, and that’s apparent again this year,” said Stewart Stropp, vice president of automotive retail at J.D. Power. “It marks a return to form. As shoppers see a wider variety of vehicles to choose from, pricing becomes more competitive across the market. But this year’s study shows satisfaction with other parts of the sales experience has not improved nearly as much. Plenty of opportunity remains to optimize the path to purchase.”

In the study, respondents rated brands on six aspects of buyer satisfaction for the new car buying process. Porsche scored highest across all six scored categories in the study including satisfaction with delivery process; dealer personnel; working out the deal; paperwork completion; dealership facility; and dealership website. 

“We are thrilled to receive this award for the second year in a row,” said Timo Resch, President and CEO of Porsche Cars North America (PCNA). “Our commitment to our customers is longstanding and core to our work as we strive to provide exceptional experiences. The devotion and diligence of our colleagues in our network of more than 200 independently owned and operated Porsche Centers and the staff of Porsche Cars North America is second to none. It’s gratifying those efforts are recognized once again.”

Study Rankings

Premium Brands w/ score

1. Porsche (851)
2. Infiniti (840) 
3. Jaguar (838)  
   

Mass Market Brands w/ score

1. MINI (829)
2. Buick (827)
3. Subaru (825) 

Segment Awards

Here are the highest-ranked brands when it comes to vehicle segment:

• Premium Car: Porsche (for a second consecutive year)
• Premium SUV: Porsche (for a second consecutive year)
• Mass Market Car: Nissan
• Mass Market SUV/Minivan: Buick
• Mass Market Truck: GMC (for a second consecutive year)

The 2024 study also found that:

• Percentage of buyers paying above MSRP declines considerably: With replenished inventory, J.D. Power says buyers are rarely paying more than the suggested retail price for vehicles. Among mass market buyers, only 8% paid more than MSRP—an appreciable decrease from 15% a year ago. Among premium vehicle buyers, only 6% paid more than MSRP, down from 10% in 2023.
• Meeting key performance indicators (KPIs): While 57% of buyers say nine or 10 of the top 10 KPIs were met during their sales experience, 43% say eight or fewer were met, resulting in substantially different levels of satisfaction. When nine or 10 KPIs are met, Buyer Index satisfaction averages 917. When seven or eight KPIs are met, the average drops to 827—fully 90 points lower. Ensuring all KPIs are completed is key to optimal satisfaction. Top Key Performance Indicators include sales consultants completely understanding customer needs, vehicle condition upon delivery, and personnel effectively using technology.
• BEV buyers still less satisfied than ICE buyers: While the gap between internal combustion engine vehicle (ICE) and battery electric vehicle (BEV) buyer satisfaction is getting smaller, BEV buyers are still notably less satisfied. J.D. Power research found Buyer Index satisfaction among mass market ICE vehicle buyers is 857 but drops to 822 among mass market BEV buyers—and a similar pattern exists among buyers of premium vehicles. Researchers also say both mass market and premium BEV buyers continue to be less satisfied with dealer staff knowledge and expertise. J.D. Power says Tesla buyers, in particular, have markedly lower satisfaction with the effectiveness of the vehicle features explanation.

About the Study

Now in its 39^th year, the U.S. Sales Satisfaction Index (SSI) Study measures satisfaction with the sales experience among new-vehicle buyers and rejecters (those who shop a dealership and purchase elsewhere). Buyer satisfaction is based on six factors (in order of importance): delivery process; dealer personnel; working out the deal; paperwork completion; dealership facility; and dealership website. Rejecter satisfaction is based on five factors: salesperson; price; facility; variety of inventory; and negotiation. 

The 2024 study is based on responses from 34,596 buyers who purchased or leased their new vehicle from March through May 2024. The study was fielded from July through September 2024. For more information, click here.

Photo Credit:  Porsche.