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GM Ranks Low In J.D. Power Auto Brand Loyalty Study

GM brands performed poorly in the 2021 J.D. Power Automotive Brand Loyalty Study, which attempts to rank brands based on how many returning customers they receive.

For this study, J.D. Power used its ‘Power Information Network’ data to calculate the percentage of vehicle owners that choose the same brand when trading in or purchasing their next vehicle. It then sorted this data by brand, ranking luxury and mass-market automakers based on how many owners purchased a vehicle from that brand after trading in an existing vehicle for a new vehicle.

Of the three mass-market GM brands, Chevy performed the best, with 49.2 percent of owners trading in their current Chevy vehicle for a new one. This placed Chevy in the middle of the pack among mass-market brands. GMC and Buick fared worse, with customer retention of 39 and 32.3 percent, respectively. Subaru led the way with 61.8 percent customer retention, followed by Toyota at 61.1 percent and Honda at 59.3 percent. Chrysler had the lowest customer retention at 14.6 percent. – Source