These are the winners of the 2023 Sales Satisfaction Study in Mexico

The consulting firm JD Power presented the results of its Sales Satisfaction Index in Mexico (-SSI- Sales Satisfaction Index Study) 2023, which analyzes the experience of buying and delivering new vehicles to measure the levels of satisfaction of buyers of new vehicles. new vehicles.

In its tenth year, SSI looks at six factors: delivery of the car (27%); dealer staff (25%); facilities (16%); negotiation (13%); paperwork (12%); and brand website (7%).

This edition of the SSI is based on the evaluation of 3,263 interviews with buyers of new vehicles in Mexico considering 2021-2023 models, after one to 12 months of ownership. The interviews were conducted between October 2022 until February 2023.

Among the findings of this study, the following stand out:

• While shoppers across the board continue to stop visiting a brand’s website or calling a dealer, dealer text messages have increased over the past three years. The largest group (22%) who choose to text with a distributor is Gen Z with 22%.
• Generation X and Generation Y are more likely to visit the brand website and/or from the dealer during the purchase of a new vehicle.
• Brands can improve satisfaction with their website by 102 points if they include the price of vehicles. Offering an online chat feature can increase satisfaction by 43 points.

• The percentage of new car buyers who take a test drive has decreased from 67% in 2021 to 57%.
• During the same period, the number of new car buyers who visit a dealer in person increased from 98% to 100%.
• One of the main reasons there are fewer test drives is because of the lack of vehicles available at the dealer.
• Also, the price paid affects the percentage of buyers; fewer new-vehicle buyers are willing to return when they pay more than the original or advertised price (48%) than buyers who pay the original price (68%).

While leasing is still relatively low in the market, leasing volume has increased 2 percentage points year-over-year among volume market vehicle buyers.

Among the reasons why buyers do not choose leasing as a payment method are:

• the leasing plan was not attractive (28%)
• the lease was not offered as a purchase option (27%)
• the adviser did not explain the characteristics of the lease (15%).

Satisfaction among lease buyers (874) is almost identical to that of those who opted for financing (869).

The top three reasons a shopper stays away from a brand are:

• Fhigh confidence (23%)
• brand reputation (18%)
• expensive (17%)

The ranking of the Sales Satisfaction Index of volume brands 2023 is as follows:

We congratulate @HondaMexico for the recognition of its clients in our Satisfaction study during the Sales process (SSI) 2023. 🏆Achieving the highest score in volume brands in Mexico pic.twitter.com/RsGH3QR5un

— JD Power Mexico (@JDPowerMX) April 27, 2023

In the case of the luxury segments are as follows:

We congratulate @MercedesBenzMx for the recognition of its clients in our Satisfaction study during the Sales process (SSI) 2023. 🏆 Reaching the highest score in luxury brands in Mexico. pic.twitter.com/hR4CtzliTO

— JD Power Mexico (@JDPowerMX) April 27, 2023