Car Buyer Satisfaction Hits An All-Time High

September 7, 2012 12:00 AM

Car Buyer Satisfaction Hits An All-Time High
" CBS Detroit – Customer satisfaction with vehicle purchases has hit an all-time high, tying a mark set back in 2009.

“The difference between the industry’s high marks for customer satisfaction in 2012 versus 2009 is that customers are responding to better quality rather than price promotions,” says Claes Fornell, founder of the American Consumer Satisfaction Index. “Overall industry sales are up compared to a year ago despite higher prices. An ongoing commitment to quality seems like a workable formula for sustaining both customer satisfaction and sales growth.”

The 2009 peak came amid “Cash for Clunkers” and, says ACSI General Manager David Van Amburg, reflected a happiness with good deals. This time around, he says it’s driven by quality. “We just saw the average price of a car for 2012 break $30,000 for the first time ever. So, it’s not about price, it’s about a little better quality, little better reliability and more appealing automobiles.”

Domestic brands are showing the greatest improvement overall, and while slightly trailing imports, they have closed the gap. “The U.S. automakers are not doing it on price, which is the way it used to be "

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