How well is Subaru doing during the COVID-19 showroom shutdowns? The new J.D. Power 2020 U.S. Sales Satisfaction Index (SSI) Study released this week shows Subaru ranks in the top five mainstream brands in delivering a positive customer experience. Subaru is the leading Japanese brand and tops Toyota, Honda, Nissan, and Mazda in overall customer satisfaction in their new car purchase.
The new study reveals Subaru does well in offering different approaches to sell its 2021 Forester, Outback, Crosstrek, Ascent, and other vehicles outside of their traditional showroom sales process.
Among mainstream (non-luxury) brands, Mini scored number one with a score of 824. GMC (804), Buick (803), Ford (798), and Subaru (793) were the top five automakers in customer satisfaction. The study based findings on buyers who purchased or leased their new Subaru vehicle from January through June 2020.
Japanese automakers Nissan (792), Honda (790), and Mazda (785) scored above the segment average of 784. Mitsubishi (778) and Toyota (777) scored below the average. South Korean automaker Hyundai (773) and Kia (771) scored even lower.
Customers can select the exact vehicle they want from inventory on Subaru’s retailers’ website and purchase the car using the digital retail process. J.D. Power says nearly one in four buyers say their purchase experience during the pandemic will make them less likely to shop in person in the future.
Buyer satisfaction scores use six factors, in order of importance; delivery process, dealer personnel, working out the deal, paperwork completion, dealership facility, and dealership website.
Chris Sutton, vice president of automotive retail at J.D. Power, says, “It’s revealing that 44 percent of online shoppers are now selecting the exact vehicle they want from inventory on a retailer’s website, which is an increase of 13 percentage points from January of this year.”
Shoppers can select the vehicle from inventory, receive credit approval, review finance and insurance products, agree on the purchase price, and complete purchase paperwork online and never have to visit the showroom.
Subaru makes it easy for shoppers to purchase a new 2021 Forester, Outback, Crosstrek, or Ascent using digital and remote buying. Subaru ranks number five among mainstream brands, higher than Toyota and Honda.
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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.
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