J.D.Power recently launched the effects of its 2020 logo loyalty studio, rating leading automakers about visitor loyalty in calculated percentages about the owner buying the same logo after swapping an existing vehicle for a new one. Of the 19 mass logos studied, Buick ranked 14th with 27.5%.
The exam exploits the knowledge collected through the Energy Information Network, with percentages on the number of vehicle owners who purchased the same logo when exchanging or purchasing a new vehicle. Calculations are on transaction dates from June 2019 to May 2020 and come with all negotiated style years.
The J.D.Power brand loyalty studio is now in its 2020s.
Among the mass market position brands, Subaru ranked first with 60.5%, taking the top position for the moment in a row and achieving the score of all the brands studied in all segments. Toyota arrived at this time with 60.3% and Honda third with 58.7%.
In addition to Buick, several other General Motors brands were also studied, with Chevrolet and GMC rating seventh and thirteenth respectively among mass market position brands. Cadillac ranked 10th among the thirteen luxury brands studied, with Lexus taking the top spot among all the luxury brands studied.
“Many points contribute to logo loyalty, from the delight of visitors in buying the vehicle to how they feel behind the wheel,” said Tyson Jominy, J.D. Power’s vice president of knowledge and analysis. “Automakers actually focus on visitor loyalty, as evidenced by the payment plans and incentives they have been providing since the COVID-19 pandemic. Many have gone above and beyond to provide monetary assistance to customers in an era of economic uncertainty, which is paramount contributes to customer confidence in the selected logo and to repurchase it in the future.
In recent months, General Motors has announced measures to help those affected by the pandemic. For example, in April, GM announced that it would supply monthly lease extensions. The automaker also announced special discounts for first aid personnel and health workers.
Subscribe to the GM Authority to learn more about GM visitor loyalty, Buick and consistent GM coverage.
Source: J.D. Power
Buick is dying and General Motors is spending a lot to announce the brand. I also think that a giant component of Buick’s potential clientele is about to buy a Chinese car.
Half of Buick’s sales in 2019 were Encore. It’s crazy that GM is wasting advertising cash to keep the logo alive in North America to necessarily sell a single vehicle.
Simply upgrade the Encore with a Cadillac or GMC and gain more market percentage with those brands. Cadillac is able to gain advantages from sales of a considerable subcompact – CUV.
And wasting billions because the Chinese don’t buy a non-American logo and several divisions have already been killed, Chebby has to work in combination to kill some other division.
Again, the Chinese don’t buy Buicks because it’s an American logo. The Chinese love the logo because it was the first to see a primary production in China of SAIC-GM-Wuling. Sales of the logo in China surely have nothing to do with the logo’s history in the United States and actually have more to do with Chinese history. I think it’s giving America a little more credit than it deserves in that regard.
SAIC-GM was founded on June 12, 1997 with an investment of 50% each of each partner. SAIC-GM began assembling the company’s first vehicle, the Buick Regal, in Shanghai, China, in 1999. As the oldest GM logo in China, I guess the logo would work great without the lifestyles of an American range. The best-selling “Buick” in China is the Excelle, which I’m sure doesn’t exist in North America.
SAIC-GM-Wuling doesn’t care at all about GM product names, they just need manufacturing, engineering and technology. Once they understand, they will begin expelling U.S. corporations like GM. In fact, GM brands have already noticed a 25% drop in sales since 2018, as this market begins to stabilize. As things stand, GM owns only 44% of this corporate and Wuling is, in fact, promoting this joint venture.
Perhaps it would make sense for GM to worry less about China as the market is in decline and even promoting Buick’s call in the process? Maybe in the long run it makes monetary sense? Anyway, the maximum of this knowledge is taken from Wikipedia or the Wall Street Journal, so I’m not sure of its punctuality or accuracy.
No, what you have is not a fact. Sales have fallen but sales around the world have fallen due to a waste economy, yes, the Chinese love to steal high-value properties, but what exactly does Buick have to steal? Also why withdraw if Ford and FCA catch up in China? Tesla would possibly have an IP challenge out there.
Overall, Buick’s final will possibly not save a penny, nor will any other GM division improve, improve divisions through investments. Rob Peter to pay Paul (or the GM’s murder) won’t make any better, since Holden is dead, where’s the new interior of the Malibu? … Array.
Shutting down Buick would absolutely save GM North America money. I mean after all the Opel based Regal’s are gone what does Buick have left? Pretty much just the Encore. The Enclave, that has pretty direct competition from GMC, Cadillac and Chevy. Or the all new Envision, which actually looks pretty decent, but still imported from China. Hopefully sell more than the old Envision, which barely moved 30k units a year. But, again GM offers fairly direct competition from both Chevy and GMC. Having 4 brands that all compete with each other doesn’t make much sense to me.
How many brands does Toyota sell in North America? 2, perhaps four if you count your minority stake in Mazda and Subaru. Ford has two, Honda has two. All of this makes me think that promoting Buick to China’s state SAIC and maintaining a minority percentage can be a successful course of action. I prefer my vehicle to be manufactured in an open market, like Korea or North America.
What makes sense to you is not what makes sense to GM. GM copied Toyota for years and was given nothing. If other people need Toyota, they’re going to buy one, not a Chevrolet. Ford is still sinking with some eye-catching products. FCA, look who bought them now. Also, do not bill distributors who offer Buick for non-compliance with the franchise.
I keep saying gains from this and that after killing several divisions and killing another, it means that they can’t be forced into combination and I’ll buy the festival anyway because no one needs to be related to a loser, you need to know how to do the divisions not compete ?, making them bigger than before Array not through quitting.
Buick’s number will only get worse, as the owners of The Buick sedans are in the industry and cannot locate them.
I don’t agree that Buick is dying; I think it’s ignored by GM. I think GM has shown little consistency for Buick, the newest replacement related to all SUVs/crossovers. Gone are the names of family models that Buick’s homeowners appreciated, the selection of traditional painting styles. For example, why does GM force each Buick to start with the letters “In–“? And when we last talked about who’s running Buick as a champion and entertainer, how do we talk about who’s in charge of Cadillac?
There’s evidence of that. I don’t think I’ve ever noticed an ad for the Chevy SS, even on the pages of Car and Driver. The Regal TourX only gave the impression on a television spot with the full alignment (Encore, LaCrosse, Enclave, et al.)
The automobile and the driving force have favored foreign cars. I quit my subscription years ago.
How can consumers stand firm to Buick when they continue to cancel sedans when they are a massive segment of their visitor base? Not for the Regal. Veranzo is as popular as an amazing quality for Chevy Cruz writing! Then it will be a matter of canceling SUVs and vans and you will be able to buy all the cars from foreign corporations and make a contribution to GM.
Would transferring cars to SUVs and cuv possibly be the challenge of former consumers? What did consumers drive when they left and what did they buy without the place? Does GM have any concept of where its consumers go and what they have chosen? Can you call Buick’s full diversity? The Buicks were known years ago as “medical” cars. I guess they’re driving Mercedes and BMW now.
Is it because of the pandemic or for monetary reasons? I don’t see products as a cause of low scores.
Jay, I couldn’t agree more. Under the leadership of Ed Mertz, in the 1990s, the logo worked wonders. Beautiful products flew off the shelves. Regardless of the popularity of SUVs and crossovers, not everyone needs them. Many other people still need a great sedan. Remember “substantial, distinctive, hard and mature”? This is the description used for each of Buick’s products. And they met those criteria admirably. Not if today. A very serious review is needed here. Do you hear that, Mary?
The sedans didn’t sell that CUV of their own and Buick USA. We had the tailgate/Regal wagon and Lacrosse, arguably the most productive Buick cars for some time with ‘womp womp’ sales.
Hopefully, a VSS-R sedan is being prepared for Buick, but GM is going with the money.
I agree with Jay Gerth. The loss of their sedans is enormous. I have a Buick Lucerne and I would like to buy a yett when the time comes, however, the yett has been abandoned. I think Buick deserves to have sedans. Even though they have 1 sedan and 6 SUVs, that’s fine, but a few of us like the classic Buick sedan. Can anyone tell me how the Avalon is still sold in the world and it was the Toyota sedan that was thought to be a Japanese Buick? No one buys the Avalon, however, Toyota considers it compatible to do so with the popular Camry. I’d like GM to bring the Chinese Buick Lacrosse.
By the way, Kia still manufactures the Kia Cadenza, all I can say is wow. If Kia can make a full-size sedan, so can Buick!
Our 2012 Enclave did not work well … a sudden reaction from the accelerator and the beloved systems were constantly failing. (Struts, HVAC, carbon consumption) and internal plastics became dust. In all respects, it is in worse condition than our 2004 Suburban that it intended to replace, even though the Suburban is 8 years older with 180,000 more miles and is parked outdoors since we have the Buick. This is a disappointing product that has taken me to another brand. The Atlas we bought in November, is a component of statistics, is much larger and has a much greater guarantee.
Absolutely, David. A guy who’s bought Buick sedans all his life necessarily needs to transfer to an EN? I don’t think so. I also do well with my LaCrosse, probably the most productive vehicle I’ve ever had. No more. If it were me, I’d put $$$ in the sedan market relaunch. Do everything America WANTS to buy. You know Array Array like Honda and Toyota. GM is your own worst enemy.
If Buick had launched a sedan like the future concept car and the Avista coupe, they would have sold many VOCATIONS for crossovers …
No wonder there’s no logo loyalty, Buick’s products are very bly and vanilla. LaCrosse was a smart base, but completely ignored through marketing in favor of Buick’s boring SUV, The Encore and Envision are two of the most disappointing crossovers ever held today. Why would anyone pay 26k or more for an Encore compared to a RAV4 or CR-V a general mystery? Envision’s “Made in China” label is not a start with the typical customer of Buick, Hertz and Alamo do not appear to be cars. The Enclave is a credible effort, but overshadowed by Chevy Traverse’s greater and more balanced and detailed diversity at a more constant price. Regal TourX had a lot of potential, but withdrew from the marketing and non-existent interest of the runners. Neither does your serial strategy make sense. “Preferred, Essence, Premium, Premium II”, etc., what does that mean? Finally, Buick’s brokers have no interest in promoting Buicks. They regularly stay with GMC or Chevy racers, either of whom have a much more profitable lineup of pickup trucks and SUVs to concentrate on. My local Buick racer is also a Cadillac and GMC racer. They are much more interested in promoting GMC and Caddy than Buick, as evidenced by their inventory levels. Buick still wants a “halo” car like the Riviera or a giant luxury sedan like Park Avenue, as well as a diversity of more believable crossovers if they need to become desirable and enforceable.
Amen!! You’re absolutely right about everything that’s been said.
Just look which way Mary Barra is taking GM. Brand loyalty has been drastically reduced in GMC, and even worse at Buick. Barra’s vision and leadership say a lot. GM’s control is located in a giant glass building in Detroit, oblivious to visitor trends and preferences, motivated only through profit and ignoring quality and visitor service along the way.
Hi Mary, you have 2 more losses for Buick, me and a friend were able to update our Buick Lacrosse and not have to travel in an SUV, so, through Buick… The other falls only 1 style assembled in the US, Sad.
I asked Buick what Buick’s interest is in the U.S. And other countries where they are related to GMC.
If GMC is meant to be close to luxury trucks and SUVs before you get Cadillac, will Buick be primarily cars and some SUVs? At this point, if you have 2 brands with luxury vehicles nearby, I think you should go.
Just my thoughts.
Will someone please raise their hand and tell me why Mary Barra still has a job. In pretty much every metric, GM is faring poorly. She keeps GM profitable….okay….I get that but profits today when the company is turning off their clientele and killing future sales is not good. She’s exiting markets, killing products, has made the company alarmingly reliant on a communist nation which the US has brewing tensions with.
Buick and Cadillac are doing it wrong, the first of which is no longer even an American automaker; only one foreign distributor. Under his supervision, GM failed to review the full-size truck and now discovers that Ram stole a significant portion of the market. It is in the same tangent that seeks to convert the corporate total to a triple 0 electric driverless future, which will be a very costly mistake because it far outperforms buyers. Roger B. Smith destroyed GM; have never been the same almighty automotive force since its tenure. Mary Barra is on her way to get worse. I don’t know anything about what he’s doing right.
Consider some numbers. When Mary arrived in 1980, GM had 40% of the U.S. market. Last year it fell to 16.8%. Twenty years later, in 2000, GM owned 28% of the U.S. market. And its executives all carried “29” pins to remind them of the company’s project to build its percentage of markets, just one point to return to the greatest purpose of its old numbers. They lost. The share of the market continued to decline. Today, as I said before, they’re at 16.8. In 2015, about five years later, they were at 17.7. If we go back ten years, the figure is 18.8%. It’s a non-stop decline and it’s still happening. I’m sure GM’s superior control would say the business is successful and that’s true, but small businesses are. Profit is not the only meacertain.
To be sure that Mary cannot be blamed for all this, however, when a company is obviously heading in the wrong direction, why does the user still direct the shipment wheel?
GM had forty-five percent of the market when Mary hired GM; not 40 consistent with one hundred. It’s too past because of editing my past post. I don’t know how I controlled myself to write 40, but it’s forty-five. Now it’s 16.8%.
Numbers of your misogyny? GM 30% when Rick Waggoner CEO in 2009, Mary raised it to 45% to drop it to 16, anyway, is even bigger than Ford and Toyota with profits.
Just look which way Mary Barra is taking GM. Brand loyalty has been drastically reduced in GMC, and even worse at Buick. Barra’s vision and leadership say a lot. GM’s control is located in a giant glass work building in Detroit, oblivious to visitor trends and preferences, motivated only through profit and ignoring quality and visitor service along the way. Leadership buffs sit in a giant glass work construction, oblivious to visitor trends and desires, focusing only on maximizing profits. Along the way, they have deaf service and reliability of visitors (think of the 8-speed transmission in GMC). I have a 2012 LaCrosse, and I’d like to update it with the LaCrosse, which is exclusive to the Chinese market. I also have a 2016 GMC Sierra SLT multi-seater cab, which I will probably upgrade with a Dodge Ram, unless the interior of the Sierra experiences a dramatic improvement in design and uses advanced materials. And I also have a 2018 Subaru Outback Limited, the first vehicle I’ve had that is not a GM brand, which I’m extremely happy about. GM designers can receive a lesson from Subaru’s playbook (outdoor, indoor, and mechanical).
Long-time GM visitor, KIA no longer operates GM with quality, visitor service and dealership service.
Concrete facts. The Kia Seltos is as charming as the new Trailblazer and features the fashionable transmission. Kia has 1.6 t with a DCT compared to GM’s “modern 1.3-cylinder 1.3-cylinder engine” with a 9-speed case. Not to mention that Kia has a hundred kilometers insured to save everything.
By reading all the comments above, I can agree with almost everyone in the varied range. But there’s a pattern. ! Product. Buick’s going to have to have sedans no matter what. 2. People know what they are buying. Although Buick still used (fortunately) names, why was he selected years ago to abandon the Buick names they made Buick…… Buick? They’ll have to bring back the cars with the names leSabre or Park Avenue. They really needed to remain the Regal. The funny thing is that years ago, when I was promoting them, many other people didn’t stand firm with “Buick” as with LeSabre, Park Avenue, etc. 3. Buick wants more than a black or brown interior. . We’ll have to offer colors. It’s just my opinion.
Now I’m a fair example of what this article is talking about. I still have a 2006 Buick Lucerne and I love it. Aleven, although I haven’t had this car for a short time, I have some kind of connection to this car. It has style, elegance and is exclusive in today’s suv/cuv sea. I also just traded my 2018 Buick Encore for two weeks for a new small Chevrolet Spark. Again, I enjoyed the Encore and literally enjoyed driving it. I enjoyed the style. I enjoyed the economy. I enjoyed the peace of mind. I enjoyed the feeling of solidity even after almost 2 and a half years of ownership. I’ve never had a single issue, reminder or non-public expense. I deserve to have been a shoe for another new Buick. But in this case, two things were happening. The first was that he was just looking to drive through an even smaller city-style car and Buick wasn’t offering it. Secondly, I was able to opt for another Encore (not yet the GX, but the Encore 2020 like me). However, the special lease that was in progress was for competing brands and I was not offered it as a current owner. As the Encore was a smaller, smarter quality urban car, I would have gladly opted for another if I could have lowered my lease payment. It wasn’t happening then, although I stayed with GM this time, I looked at several import marks as well as a Jeep. But doesn’t all this give a very convincing explanation of why Buick’s retention is so low?
I know our reviews differ particularly the maximum time, but redeeming it for a Chevy Spark is a wonderful example of why Buick has a low hold. Buick is lately a redundant GM brand. A well-equipped Chevy will offer you many of the fundamental amenities of a Buick. If you need something premium, you can get a Caddy or a GMC. Buick is an ever smaller niche market.
H4cksaw: I commonly agree with you here and with some of your previous comments. But I’ll say this: even if I like (so far) this small little Spark, in fact it’s not the Buick. I fully perceive that many other people hate exchanging flat shapes simply by making some flavor adjustments and another interior. I’m not one of them. So if Buick had an equivalent of my Spark still in the form of “Buick” with more sound insulation and typical Buick signals, I would have completely followed this path. Although the Encore is another edition of Sonic’s hatch, the Chevy (Sonic hatchback edition) is smaller. It’s more like a car. Even there, if I had bought a Buick edition of Sonic, I would have. I’m the one who personally loves Buick and loves him for years. They are larger than the maximum cars available for more money and I have no challenge with GM, which only manufactures some other GM products clearly Buick with advanced interiors and more exclusive features. But it’s just me.
This is what happens when you cancel all your sedans. These LaCrosse and Regal buyers have nowhere to go to Buick.
I agree. We have to buy them used or pass them to a foreign brand, which I probably wouldn’t. We can only expect GM and Ford to come in their own right, yet I’m not holding my breath. I’m surprised Chrysler hasn’t stopped the three hundred yet!
Yes, it’s a miracle. With the sale of all the “Stellantis” Dodge Chargers, it’s amazing that Chrysler hasn’t become the People Mover department, although the Pacifica is an orderly minivan and I think the long-term Town-Country will be a sweet crossover.
Mary killed more lovely cars, alfalfa, lacrosse were big cars. Not everyone has a cuv or an electric car. Mary will be the ruin of GM. I will NEVER buy a Chinese vehicle
Actually, I’m tired of U.S. automakers. They don’t perceive that offering a quality product will appeal to customers. When you base all your efforts on profits and forget about quality, you lose customers, it’s as undeniable as that. You can only make a vehicle so reasonable and what do you do when you lose customers? I’d like to be proud of American automakers, but it’s hard to do it with what they’re doing lately. I can’t believe how painters feel when they paint for a company that’s not proud of itself.
You may want to search elsewhere for a task if you are not satisfied. This discussion was not about quality, but about models and selections. I have no challenge with GM quality and if you read what others post, few do. Product selection is what GM doesn’t have. Especially Buick! This is GM’s founding department and deserves to show it, but it still doesn’t. Read what is written here and illuminated.
I don’t do paints on GM. I feel bad for the other people who do. It’s hard to be proud of a product if it’s not well done and if the company doesn’t care about its employees. The article is about logo loyalty. If what I said isn’t about logo loyalty, I don’t know how you feel.
Apparently not.
I visited Pontiac a few years ago, and it’s also sad. Wide Track Boulevard looked like a ruthless joke.
That really surprised me. I have a Buick Enclave with 135,000 miles. It is quiet and comfortable, and I have heard other people say they need it when I use it in the industry. I’d definitely buy another Buick.
I’m not surprised by the positive joy with your Enclave. I discovered that the previous edition (before the 2018 redesign) was a very forged crossover and a cornea value. However, the 2018 updates seemed to “depreciate” the Enclave unless the window tag. This combined with Chevy presenting the High Country setting on the Traverse and Cadillac releasing the XT6, suddenly the Enclave was pressed through a nicer Chevy and a slightly less expensive Cadillac, as in many cases show exposure percentages, the new Enclave unearthed in a trick site. In addition, the mediocre GMC Acadia and GM end up cannibalizing in the showroom with four products in virtually the same space. I think Buick wants four suitable products; an equinox-sized CUV, the Enclave with progressive power, four-wheel drive and increased finish, a LeSabre/Park Avenue replacement sedan and a Riviera-style flagship product that can rival Class E and coupes and comparable sedans. Keep the existing Regal as long as Opel can supply it, however, give it some marketing for God’s sake. In the showroom, I would associate buick and Chevy exclusively to make sure there was enough differentiation in the models, content and value to justify the differences. If not, get Buick out of poverty.
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