Volkswagen is most improved non-premium brand in J.D. Power 2019 Sales Satisfaction Index Study

Nov 13, 2019

  • Second place in non-premium rejecter index ranking
  • Brand ranks fourth in non-premium brands
  • Top three buyer index score for non-premium brands

Herndon, VA — Volkswagen of America, Inc. today announced that it is the most improved non-premium brand for J.D. Power’s 2019 U.S. Sales Satisfaction Index (SSI) Study. With an increased score of 24 points, Volkswagen placed fourth in the non-premium brand category compared to last year’s 12th place ranking. The brand placed at number 15 in the overall brand category, moving up from the previous year’s ranking at 24.

Volkswagen’s scores improved for both the buyer and rejecter index categories, which contribute to the overall SSI score. According to the buyer satisfaction index, Volkswagen placed in the top three for non-premium vehicles. The brand also ranked in the top third of the ten leading buyer key performance indicators or KPI’s.

In addition, Volkswagen ranked second in the rejecter satisfaction index for non-premium vehicles. This is up from its eighth place ranking the previous year.

The J.D. Power SSI Study, now in its 33rd year and redesigned in 2017, measures satisfaction with the sales experience among new-vehicle buyers and rejecters. The study provides an in-depth analysis of the new-vehicle purchase experience from a customer’s perspective. It also measures satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling brand and dealership.

The study is based on responses from 28,867 customers who purchased or leased their new vehicle in April or May 2019. The study was fielded from July through September 2019.


About Volkswagen

Founded in 1955, Volkswagen of America, Inc. is an operating unit of Volkswagen Group of America and a subsidiary of Volkswagen AG, with headquarters in Herndon, Virginia. Volkswagen’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Arteon, Atlas, Beetle, Beetle Convertible, e-Golf, Golf, Golf Alltrack, Golf GTI, Golf R, Golf SportWagen, Jetta, Passat, and Tiguan vehicles through more than 600 independent U.S. dealers. Visit Volkswagen online at or to learn more.

About J.D. Power

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer.


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