Subaru has the most effective popularity amongst U.S. mass-market auto manufacturers, in accordance with the 2022 Automotive Status Report.
On the luxurious facet, Lexus earned the highest spot, in accordance with Status, a buyer suggestions firm that helps companies enhance buyer expertise.
Subaru took the highest spot this 12 months after ending second to Nissan in 2021. Lexus additionally rose from second in 2021 to first, topping Nissan’s Infiniti model.
Buyer suggestions issues regardless of the place it comes from, mentioned Dave Mingle, Status’s international head of buyer expertise.
Suggestions on Google, Fb, Twitter or TikTok is very essential for youthful prospects who use these platforms to share their model experiences, Mingle mentioned.
“Manufacturers should be listening there and taking part in that to be able to maintain these prospects engaged,” Mingle mentioned.
Status analyzed round 20,000 dealerships, 33 manufacturers and 5 million buyer evaluations to rank nonluxury and luxurious manufacturers within the U.S. in addition to personal and public dealership teams. Manufacturers are scored for his or her constructive sentiment, visibility and engagement, which Status says are key popularity components.
Public dealership group AutoNation Inc. and privately held Hendrick Automotive Group stuffed the highest spots of their respective rankings.
AutoNation climbed from third place in 2021 whereas Hendrick held on for an additional 12 months because the personal dealership group with the most effective popularity.
On high of analyzing thousands and thousands of evaluations, Status surveyed consumers about utilizing digital instruments to buy vehicles. Of those customers, 85 p.c mentioned evaluations are essential, and 65 p.c mentioned a dealership wants a four-star ranking to earn their consideration. Customers are additionally prepared to journey for top-rated dealerships; 70 p.c mentioned they’d drive 20 miles.
A shopper’s first impression of a dealership is made effectively earlier than they enter so much, if in any respect, with 43 p.c of buyers utilizing Google to resolve the place to purchase a automobile. On-line customer support is essential to customers, as 40 p.c need to schedule a take a look at drive on-line and 61 p.c need to have a look at stock on the net, Status knowledge exhibits.
The 2022 report exhibits extra persons are speaking about electrical autos, which Mingle mentioned is among the many most notable traits.
Whole evaluations are down 3 p.c from final 12 months, which Status’s report attributes to individuals shopping for fewer vehicles in 2022. Nonetheless, the evaluate quantity for EVs is rising, the report mentioned.
“I believe that builds enthusiasm for the business and for the brand new know-how,” Mingle mentioned. “Now, whether or not that turns into gross sales or not? I do not know, however you first should construct consciousness and pleasure for demand to return.”
AutoNation, of Fort Lauderdale, Fla., ranks No. 1 on Automotive Information‘ checklist of the highest 150 dealership teams based mostly within the U.S., with retail gross sales of 262,403 new autos in 2021. Hendrick Automotive Group, of Charlotte, N.C., ranks No. 6 on the checklist, with retail gross sales of 103,949 in 2021.