For more than 37 years, J.D Power has been delivering yearly consumer satisfaction reports based on consumer insights, advisory services
For more than 37 years, J.D. Power has been delivering yearly consumer satisfaction reports based on consumer insights, advisory services, data, and analytics. The recently released J.D. Power 2022shows that customer satisfaction with the vehicle purchase experience has declined for the first time in more than 10 years. The 2022 study shows that overall sales satisfaction has dipped to 786 from 789 in 2021.
Another important finding of the study is that electric vehicle buyers continue to have less satisfying sales experiences than buyers of gas-powered vehicles in both the premium and mass-market segments. One example of this was the satisfaction among owners of mass-market battery electric vehicles is 56 points lower than among owners of gas-powered vehicles . Also, satisfaction among owners of premium BEVs is 33 points lower than among owners of gas-powered vehicles .
The sticker price for new vehicles contributed to buyers’ dissatisfaction since many dealers were prompted to charge more than the suggested price for new vehicles — the practice has had a negative effect on overall satisfaction. Satisfaction among buyers who paid more than the sticker price is 757, while satisfaction among those who paid the sticker price is 850. Another interesting find: 25% of mass-market vehicle buyers paid more than MSRP while just 19% of premium vehicle buyers did so.
“Explaining how to charge the vehicle should be a mandatory part of every EV delivery,” Sutton said. “Salespeople don’t need to show gas-powered vehicle buyers how to fill their tank, but they do need to show EV buyers how to charge their vehicle.”
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