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Earning Customers for Life

Quality Assurance

Our quality policies and philosophy of continuous improvement help us
shape our customers’ product experience.

Vehicle Quality and
Satisfaction Recognitions

JD Power Award

J.D. Power 2021 IQS Segment Award Winners
Cadillac CT5 (Midsize Premium Car) and Chevrolet Corvette (Premium Sporty Car)

J.D. Power 2021 U.S. Automotive Performance, Execution and Layout Study Segment Award Winners
Cadillac CT5 (Midsize Premium Car), Chevrolet Corvette (Premium Sporty Car), Chevrolet Blazer (Midsize SUV), Chevrolet Tahoe (Large SUV) and GMC Sierra HD (Large HD Pickup)

J.D. Power 2022 Vehicle Dependability Study Segment Award Winners
Buick Encore (Small SUV), Buick Envision (Compact SUV), Chevrolet Impala (Large Car), Chevrolet Suburban (Large SUV) and Chevrolet Silverado HD (Large HD Pickup)

All GM suppliers are required to be ISO 9000 certified—a set of international standards on quality management and quality assurance. Likewise, all manufacturing operations that require International Organization for Standardization (ISO) 9001:2015 certification by certain regions/countries have done so. Globally, we have transitioned to the new ISO 9001:2015 standard, which is aligned with the most recent trends. Fifty-two operations have completed the transition and certification through 2021. We have nine component plants certified to the International Automotive Task Force (IATF) 16949 standards. We also maintain a Global Manufacturing System that incorporates all ISO and IATF requirements, guides quality aspects of our business and has more rigorous standards, in some cases, than external ones.

A focus of our quality assurance programs is “initial quality,” which refers to vehicle issues that customers may experience in the first months of ownership. In recent years, customer convenience features, such as user-friendly infotainment systems, seat comfort or placement of knobs and handles, have emerged as top initial quality issues rather than component-related issues. We measure our performance in this area through a key metric: J.D. Power Initial Quality Study (IQS) Problems Per Hundred.

Dealer Quality Programs

Putting customers at the center of everything we do extends to the experience they have when visiting GM dealerships. It is foundational that dealerships deliver a consistent level of sales and aftersales excellence to earn and maintain customer trust.

U.S. Dealer Quality Programs1

There are two elements of quality management systems that help us achieve this consistency across dealers: facility/customer experience conformance and sales performance. These elements are measured over five Dealer Quality programs:

The Standards for Excellence (SFE) program

Measures dealers’ and sales consultants’ sales performance. Out of GM’s 3,855 Chevrolet, Buick and GMC dealerships, 3,343 dealers and more than 26,378 sales consultants were enrolled in the 2021 SFE program.

The Essential Brand Elements (EBE) program

Measures a dealer’s conformance to a defined facility image as well as conformance to specific customer-related brand standards. Out of GM’s 3,855 Chevrolet, Buick and GMC dealerships, 3,044 dealers were enrolled in the 2021 EBE program.

The EV
Experience (EVX)

Provides CX standards to assist dealers in offering EV customers an educational and transparent experience in their shopping and purchase of an EV. Includes specific training, equipment, tools and advertising guidelines. The EVX program also includes a sales performance opportunity for the EV specialist at the dealership. Out of GM’s 3,834 dealers that have either a Chevy and/or GMC franchise, 2,867 are enrolled.

The Parts and Service Excellence (PASE) incentive

Designed to pull together many key aftersales metrics under one program to win customers for life. Out of GM’s 4,048 dealerships, there are 3,780 enrolled in the PASE program.


The goal of Project Pinnacle is to drive dealer engagement in providing a customer experience in line with the luxury competitive set. Out of GM’s 564 Cadillac dealerships, there are 523 enrolled in the Cadillac Pinnacle program.

  1. Enrollment in these programs is voluntary, and enrollment numbers change periodically based on dealer participation. The variable compensation of each dealership depends on the level of achievement under the SFE and EBE programs.

We also maintain the Mark of Excellence program, which annually recognizes high-achieving dealers, as well as specific employees and teams at dealers. Out of GM’s 4,048 Chevrolet, Buick, GMC and Cadillac dealerships across the United States, 3,165 dealers and 68,403 dealer employees were enrolled in the 2021 Mark of Excellence program.

We provide both technical and nontechnical training to help our dealers meet or exceed their customers’ expectations. This training includes modules for sales, finance, front office and management staff; apps for sales and service; both online and hands-on training for technicians; and interactive job aids or reference documents to help reinforce what they’ve learned. Departments within the dealership relating to sales must maintain a certain level of training performance each quarter.

Training requirements for service technicians include third-party Automotive Service Excellence certification, an industry-standard and customer-recognized seal of quality. In addition, technicians who have achieved GM World Class Technician status have completed over 435 hours of training.