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U of M Survey Contradicts Others, Claims Fewer Buyers Satisfied With Detroit Automakers

Illustration for article titled U of M Survey Contradicts Others, Claims Fewer Buyers Satisfied With Detroit Automakers

This year's American Customer Satisfaction Index, a study put together by the University of Michigan's Ross School of Business, shows that the home state's automakers are losing ground in customer satisfaction to European and Japanese manufacturers. The report shows brands like Buick, Cadillac and Lincoln-Mercury dropping compared to Honda and Lexus — directly contradicting Consumer Reports and JD Power surveys that show American cars on the rise. Though Saturn posted the biggest gain in satisfaction, Chevy posted the biggest loss. It could be that cutbacks are taking their toll; more likely, people are suddenly not so pleased with that Expedition EL now that gas now costs a billion dollars a gallon. Full scores after the jump. Company / Score / Year-Over-Year Percentage Change Lexus / 87 / 0.0% BMW / 87 / 1.2% Honda / 86 / 2.4% Toyota / 86 / 2.4% Saturn / 85 / 4.9% Cadillac / 85 / -1.2% Buick / 85 / -1.2% Hyundai / 83 / 0.0% GMC / 83 / -3.5% Lincoln, Mercury / 83 / -3.5% Nissan / 82 / 2.5% All Others / 82 / 2.5% Mercedes Benz / 82 / -1.2% Volkswagen / 81 / 1.3% Ford / 80 / 0.0% Mazda / 80 / 2.6% Pontiac / 80 / 0.0% Kia / 80 / 2.6% Chrysler / 80 / 1.3% Chevrolet / 79 / -3.7% Dodge / 78 / -2.5% Jeep / 76 / 1.3% Subaru / NM / N/A [Source: The ACSI via The Detroit News]

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DISCUSSION

Dollarbill4
Dollarbill4

@LucidRalphWiley: Because this is done by the U of Michigan B school, it doesn't necessarily give automatic credibility to the interpretation of their results.

Interpretation of the results can just as easily be screwed up or attributed to wrongful variables when collecting data. Motivation of the people surveyed and how they responded is not accounted for from what I can see in this study.

Motivation of the surveyors can easily influence their interpretation of the results.

Before I would undertake a comparison with JD Powers and their data vs U of Michigan and their data I would need to know how they set up their process for acquiring the data.

That's all I'm saying.