Buick Tops J.D. Power’s 2023 U.S. Sales Satisfaction Index (SSI) Study for Mass Market Brands, for the Second Consecutive Year

January 4th, 2024 by

Buick is marking its second consecutive year of achieving the highest position in the J.D. Power 2023 U.S. Sales Satisfaction Index (SSI) Study for mass market brands. With an impressive score of 824 out of 1,000 points, Buick leads the sales satisfaction rankings. Following closely behind is GMC, securing the second spot with a score of 821 points. Remarkably, Buick has maintained its position as the top-ranking or second-ranking brand in the SSI study for nine out of the last 11 years.

J.D. Power 2023 U.S. Sales Satisfaction Index (SSI) Study

2023 J.D. Power 2023 U.S. Sales Satisfaction Index (SSI) Study

The 2023 U.S. SSI Study is based on responses from 37,234 buyers who purchased or leased their new vehicle from March through May 2023. The study was fielded from July through September 2023.

Specifically, the study examines:

  • Reasons for rejecting other dealerships shopped
  • Dealership and brand advocacy measures and future brand and dealer repurchase intentions
  • Vehicle delivery performance, including salesperson’s explanation of vehicle features
  • Key salesperson and dealer staff performance metrics
  • Time spent at dealership during the purchase process
  • Shopping behavior including email, text, phone and chat
  • Influential reasons for visiting and purchasing from selling dealer
  • Digital retailing behaviors, interactions, and associated satisfaction

As per J.D. Power, this study provides a thorough examination of the new-vehicle purchasing process, assessing customer satisfaction specifically with the selling dealer (satisfaction among buyers). Additionally, the study gauges the satisfaction levels among customers who considered brands and dealerships but ultimately chose the selling dealership (satisfaction among rejecters).

Buick stands out as the industry’s swiftest-expanding mainstream brand, witnessing a remarkable 60.4% increase in total sales (57.6% for retail sales) throughout the calendar year. Buick consistently excels in meeting customer expectations, showcasing its robust performance and dedication, as underscored by this impressive ranking.


“U.S. Sales Satisfaction Index (SSI) Study | J.D. Power.” J.D. Power, www.jdpower.com/business/automotive/us-sales-satisfaction-index-ssi-study. Accessed 4 Jan. 2024.

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