Providers and Administrators in blue logo
MenuMENU
SearchSEARCH

Sinking Buyer Satisfaction May Hinder Big 3 Rebound

August 16, 2011
2 min to read


Lower customer satisfaction with domestic cars and trucks could hurt the comeback of Detroit automakers, according to the analyst behind the American Customer Satisfaction Index released today.


Overall, the industry's score improved 1.2 percent to 83 out of 100, according to the index's annual auto comparison. The index is based on customer evaluations.

Ad Loading...


Detroit automakers lost ground a year after the Lincoln and Buick brands surged to the top in the 2010 index with the help of incentives, reported The Detroit News.


Ironically, Japanese automakers now relying on incentives in the wake of recalls are improving their scores.


"Japanese automakers are determined to recapture recent losses in market share," said Claes Fornell, professor of business administration at the University of Michigan. He created the ASCI in 1994. Fornell took the index private in 2009.


"It used to be Detroit that was forced to use buyer incentives to compensate for its weaker customer satisfaction. Now, with the Japanese using discounts in addition to their strong customer satisfaction, Detroit will probably have no choice but to respond in kind," Fornell said.


In the index, Toyota and Lexus ranked as top nameplates along with Cadillac. Four of the six nameplates that declined were domestic: Lincoln, Buick, GMC and Chrysler. Among Japanese and Korean brands, all but Mazda improved.

Ad Loading...


Ford Motor Co. ranked highest among domestic carmakers, scoring an 85; General Motors Co. followed with an 84. Both companies slipped 1 percent from a year ago.


Chrysler Group LLC is below the industry average with a score of 78. Dodge, Jeep, Chrysler and Mazda are at the bottom of the index.


The Big Three had closed the gap in the last two years but a rebound by Asian brands is erasing that, said David VanAmburg, ASCI managing director in Ann Arbor.


With incentives, Asian automakers "are beating Detroit at its own game," he said.


More Industry

Line graphic showing week-over-week wholesale auto price changes
Industryby StaffApril 22, 2026

Black Book: Weekly Market Update

Wholesale auto conversion rates dropped slightly as auction buyers proved picky last week, analysts observed.

Read More →
pavement with car and charger wrapped around it painted on
Industryby Lauren LawrenceApril 16, 2026

EV Battery Cycle Life at Risk

Fast charging of electric vehicles provides a solution for range anxiety, but it also poses a risk to battery cycle life due to increased temperatures, according to an EV supply chain data provider.

Read More →
Photo of exterior facade of Beardmore Chevrolet store
Industryby Hannah MitchellApril 14, 2026

Founding Family Sells Nebraska Dealerships

Expanding Midwest automotive group picks up three stores as part of the robust transaction activity early this year.

Read More →
Ad Loading...
Up-close photo of car battery
Industryby Hannah MitchellApril 13, 2026

Automaker Increases Parts Recycling

Stellantis is adding a third end-of-life vehicle dismantling facility to feed its growing reuse business sparked in large part by autos’ growing lifespans.

Read More →
Photo of white 2026 Ford Bronco on a sandy beach
Industryby Hannah MitchellApril 10, 2026

March New-Vehicle Sales Don’t Reflect War

Cox Automotive data shows Americans doubled down on big-is-better despite price increases. Slightly higher incentives helped fuel the demand.

Read More →
Photo from the rear of the XC60 SUV
IndustryApril 8, 2026

Volvo to Shift Some EV Production to U.S.

The automaker says its movement of some electric-vehicle work to the S.C. factory is part of a more tailored product focus. It also plans to add a new hybrid model to the plant’s itinerary.

Read More →
Ad Loading...
Bar graphic depicting week-over-week change across the various vehicle segments
Industryby StaffApril 7, 2026

Black Book: Weekly Market Update

Last week's wholesale automotive auction activity continued in a healthy mode, though buyers practiced selectivity.

Read More →
red car at a gas station being filled with gas. Efficiency Drives Demand. Providers and Administrators logo
Industryby Lauren LawrenceApril 7, 2026

Gas Prices Driving Consumer Interest

CarGurus’ first quarterly review of 2026 shows that affordability concerns are continuing to drive consumer purchases with a shift to more fuel-efficient options.

Read More →
Blurred photo of red car moving down a road
Industryby Hannah MitchellMarch 31, 2026

Automakers Have More Tricks Up Their Sleeves

JD Power analysts see auto retail faring this year’s storms well through various means, though it acknowledges conditions are challenging to accurately predict.

Read More →
Ad Loading...
background view of Washington D.C. with the capitol building and cherry trees. Text says 'What's the Cost?' with two diverging arrows and the Providers and Administrator's logo
Industryby Lauren LawrenceMarch 31, 2026

Insurance Rates Continue to Fall

Car insurance premiums have continued to decline so far this year, the overall national average settling at $138 per month in March, according to Insurify data.

Read More →