Americans have been happier with the experience of buying a new car in 2024 than in 2023, according to a new study. That’s hardly surprising in a year when new car prices are falling and dealers are offering more incentives to try to attract buyers.
But it’s good news for Americans, who had grown exasperated with car shopping during the worst of the COVID-19 pandemic.
J.D. Power’s Sales Satisfaction Index examines the experience of buying a new car from the customer’s perspective. The 2024 edition found buyers happier with the shopping experience overall.
Researchers surveyed 34,596 buyers who purchased or leased their new vehicle from March through May 2024, asking them to rate their satisfaction with aspects of the process on a 1,000-point scale.
The average buyer rated their experience at 801 points this year, up from 793 last year and 786 in 2022.
“In 2023, improvements in new-vehicle inventory and pricing moved customer satisfaction in an upward trajectory from the lows of 2022, and that’s apparent again this year,” said Stewart Stropp, vice president of automotive retail at J.D. Power. “It marks a return to form. As shoppers see a wider variety of vehicles to choose from, pricing becomes more competitive across the market.”
Price the Biggest Factor
Car dealerships can do some things to try to give buyers a better experience. But, fundamentally, people like saving money and dislike overpaying.
“Among mass-market buyers, only 8% paid more than MSRP — an appreciable decrease from 15% a year ago,” J.D. Power explains. Among luxury shoppers, “only 6% paid more than MSRP, down from 10% in 2023.”
EV Buyers Less Satisfied
Electric vehicle (EV) shoppers were noticeably less satisfied than those who bought gas-powered cars. Buyers seeking a gas-powered car gave their experience an average score of 857. Those buying an EV rated theirs at 822.
That’s a smaller gap than last year. But it shows that dealers have a long way to go in explaining EV features well. EV shoppers, the researchers write, “continue to be less satisfied with dealer staff knowledge and expertise. Tesla buyers, in particular, have markedly lower satisfaction with the effectiveness of the vehicle features explanation.”
Porsche, Mini Score Highest
If you want a pleasant dealership experience, buy a Porsche. The brand took the top spot among premium brands for a second straight year.
Mini scored highest among mainstream brands, though we’re not sure Mini dealers think of themselves as selling mass-market cars.
J.D. Power Sales Satisfaction Index Among Premium Brands
| Brand | Score (out of 1,000 points) |
| Porsche | 851 |
| Infiniti | 840 |
| Jaguar | 838 |
| Acura | 825 |
| Land Rover | 824 |
| Lincoln | 822 |
| Volvo | 822 |
| Cadillac | 820 |
| BMW | 819 |
| Segment Average | 818 |
| Audi | 814 |
| Lexus | 812 |
| Mercedes Benz | 812 |
| Alfa Romeo | 810 |
| Genesis | 781 |
J.D. Power Sales Satisfaction Index Among Mass-Market Brands
| Brand | Score (out of 1,000 points) |
| Mini | 829 |
| Buick | 827 |
| Subaru | 825 |
| Nissan | 821 |
| GMC | 816 |
| Chevrolet | 812 |
| Ford | 805 |
| Jeep | 804 |
| Dodge | 800 |
| Ram | 798 |
| Segment Average | 798 |
| Mazda | 795 |
| Honda | 794 |
| Volkswagen | 792 |
| Hyundai | 790 |
| Kia | 784 |
| Toyota | 777 |
| Mitsubishi | 776 |
| Chrysler | 768 |
