Toyota and Subaru Share Top Spot in U.S. Customer Satisfaction Rankings for Auto Brands
In the world of luxury and mass-market automobiles, customer satisfaction has been a dynamic landscape in 2024.
The luxury segment has seen a fascinating competition, with Mercedes-Benz and Tesla sharing the top spot at 83, a 4% increase for Mercedes-Benz and no change for Tesla. The luxury segment's ACSI score, however, remains unchanged at 81. Interestingly, the luxury brand with the largest gain in customer satisfaction has not been explicitly identified, but Estee Lauder Companies' commitment to excellence, quality, innovation, and customer satisfaction suggests strong performance in this area.
Mercedes-Benz's customers, in particular, are satisfied with the company's hybrid vehicles. Hybrid drivers, in fact, are the most satisfied across the entire automobile industry, with an ACSI score of 82, followed by gasoline drivers (80) and electric vehicle drivers (77).
The mass-market segment, on the other hand, has seen a tie for first place between Subaru and Toyota, each scoring 83. Honda comes in third with a score of 82, while Mazda ranks fourth with a score of 81. Kia and Buick follow closely behind, each scoring 80.
Notably, the "all others" measure, which includes smaller brands, has shown a significant increase of 7%, landing at an ACSI score of 81.
Exterior appearance and mobile app quality lead the way in the mass-market segment, scoring 83, followed closely by driving performance and vehicle safety at 84. Gas mileage, technology, and warranties have shown gains in the mass-market segment.
Ram and Jeep, part of Stellantis, have posted satisfaction gains, but their brands occupy the four lowest positions in the mass-market segment. Dodge has a score of 74, and Chrysler has a score of 71.
Intriguingly, the rapid growth in hybrid sales indicates that consumers are seeking a balance between environmental consciousness and practical needs. This shift is reflected in the overall satisfaction with the automobile industry, which has increased by 1% to 80.
Tesla's pricing strategy may be helping with value perceptions, while improved complaint handling appears to offset some customer concerns over the past year. Audi, BMW, and Lincoln follow Audi's steady 80 score in the luxury segment, each scoring 79. Acura, however, falls behind with a 3% decrease, landing at 77.
The ACSI score for the mass-market segment remains unchanged at 79. Despite this, it's clear that the automobile industry is continuously evolving to meet the needs and expectations of its customers. The focus on hybrid vehicles and customer satisfaction across all segments underscores this shift towards environmental consciousness and improved customer service.
