Buick provides its customers the best dealership “service experience” among mass- market auto brands, and Lexus remains on top among luxury makes, a new study concludes.
Forrester Research Inc. surveyed more than 110,000 American adults online from February through May. The survey asked respondents, among other things, to rate their experiences with the service provided by retailers of 15 mass-market auto brands and seven luxury brands.
Buick jumped three places from the 2017 survey to No. 1 this year. Forrester said Buick achieved a 12-1 ratio of positive to negative service experiences cited by respondents — the best of any mass-market U.S. brand. Forrester credited General Motors’ effort to integrate service scheduling into its dealerships’ websites as largely responsible for Buick’s gains.
Lexus finished first in service among luxury brands for the third year in a row, Forrester said.
No brand got an “excellent” rating in Forrester’s service index. Along with Lexus, Mercedes-Benz, Infiniti and Cadillac received “good” ratings. Audi, BMW and Acura ranked “OK.”
In addition to Buick, Subaru and Mazda received “good” ratings in the study among mass-market brands. Mazda rose nine spots from last year’s survey, partially as a result of the automaker’s Retail Evolution initiative, Forrester said. The other 12 mass-market brands surveyed rated “OK.”