General Motors Company (GM), Honda Motor Co Ltd (ADR) (HMC): Is Detroit Falling Behind The Japanese?

Those kinds of things happen when factories are super-busy (several Ford and General Motors Company (NYSE:GM) plants are working around the clock now) and automakers are scrambling to get their latest models to dealers. But if Detroit wants those factories to stay busy, it needs to get better about addressing these kinds of issues.

The survey’s report explained that recalls in particular can have a big impact on customer satisfaction reports. Both BAYERISCHE MOTERENWE (OTCMKTS:BAMXF) and HYUNDAI MOTOR REG S (OTCMKTS:HYMTF) saw scores fall this year, and both had major recalls in 2013, it noted.

Is this really about the dealers?
But I wonder if there isn’t another element of “customer satisfaction” with new-car purchases that isn’t really addressed in the ACSI’s report, which seems focused on “quality” as a key factor.

Consider this: Luxury brands were among the highest scorers in this survey. Mercedes and Cadillacs aren’t necessarily more reliable than Toyotas or Chevys, in terms of problems with the cars themselves. But the experience a customer has when something goes wrong is very different at a Mercedes, Lexus, or Cadillac dealer than it is at a Chevy or Dodge dealer.

More and more, luxury-car dealers have focused on making their customers feel well cared-for, something that is notably lacking at many mainstream dealers.

I think if more Chevy and Ford dealers were to spend a little less time on herding new customers through the door, and a little more time ensuring that they’re taking good care of the customers they have, those customers — all of those customers — would feel more satisfied with their experience.

The article Drivers are Disappointed with GM’s Latest Moves originally appeared on Fool.com is written by John Rosevear.

Fool contributor John Rosevear owns shares of Ford and General Motors. You can connect with him on Twitter at @jrosevear. The Motley Fool recommends Ford and General Motors. The Motley Fool owns shares of Ford.

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