Among the many ‘new’ GM’s plans has been a more focused sales and marketing effort on each of its four remaining core brands.
In the case of Buick and GMC, that includes revamping dealerships, to better serve customers in the 21st century. If you’ve recently visited one of these stores you might notice a new front facade with a more contemporary logo, while inside, such features as a customer greeting station, comfortable waiting lounge and even a cafeteria or salon are now the norm rather than the exception.
Other initiatives underway include an ‘Experience Buick/GMC’ ownership program, which provides customers with a new Buick or GMC vehicle as a courtesy car while their own machine is at the dealer for warranty work. According to Brian Sweeney, U.S. V-P of Buick/GMC sales and service, the program provides the customer with the chance to sample a new Buick/GMC product in an extended test drive environment, “without inconveniencing their daily routine.”
It’s often said it’s the little things that count when it comes to customer service, and at this stage, these new features employed at Buick-GMC dealers appear to be working, at least from a consumer satisfaction standpoint. In the most recent J.D. Power and Associates survey on sales satisfaction, Buick was ranked near the top of the automotive mass-market brand list with a four star overall rating; only Mini received a higher overall score.