• by Tanya Gazdik , August 20, 2024

Driver satisfaction with automotive brands has increased slightly, although customers remain cautious about making major purchases.

According to the American Customer Satisfaction Index Automobile Study 2024, satisfaction with both the mass-market and luxury segments is unchanged from the year before, while the smaller brands that comprise the “all others” measure lift the industry’s overall ACSI score by climbing 7% to 81.

There are concerns over new vehicles becoming outdated quicker because of how fast technology evolves, says Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI.

Competition is tight among mass-market vehicles, especially at the top.

With Subaru up 1% and Toyota down 1%, the two now tie for first place with an ACSI score of 83.

“Subaru’s increase this year reflects its consistent focus on safety and reliability,” Morgeson tells Marketing Daily. “Meanwhile, Toyota’s ongoing challenges in complaint handling are contributing to their slight dip. These small shifts in customer satisfaction will be important to follow as competition tightens among mass-market vehicles.”

Honda is third, up 1% to 82, followed by Mazda (up 1% to 81), Buick (up 1% to 80), and Kia (up 4% to 80). Ford (up 3% to 79), Volkswagen (up 4% to 78), and Ram (up 4% to 77) all post strong ACSI gains as well.

Despite Ram and Jeep (up 1% to 75) posting satisfaction gains, Stellantis brands occupy the four lowest positions of the segment, with Dodge slipping 1% to an ACSI score of 74 and last-place Chrysler idle at 71.

All aspects of the customer experience remain the same or improve for mass-market vehicles. Driving performance and vehicle safety are at 84, while dependability, exterior appearance, and mobile app quality score 83. The lowest-scoring metrics all show gains: gas mileage improves 3% to 80, technology rises 3% to 80, and warranties increase 1% to 79. 

The luxury segment also shows a two-way tie for first place between Mercedes-Benz (up 4%) and Tesla (unchanged) at 83. 

Mercedes-Benz’s customers are particularly satisfied with the company’s hybrid vehicles. Meanwhile, Tesla’s pricing strategy may be helping with value perceptions, while improved complaint handling appears to offset some customer concerns in other areas over the past year. 

Last year’s co-leader Lexus slips 1% to 82 and is now tied with Cadillac  (unchanged) for second place. Audi is next, steady at 80, followed by BMW (down 1%) and Lincoln at 79 apiece. Acura sits in last place after tumbling 3% to an ACSI score of 77.

ACSI data based on fuel source type show hybrid drivers (82) are more satisfied than gasoline drivers (80) and electric vehicle drivers (77). 

“Hybrid vehicles earned the highest satisfaction in both mass market and luxury industries, as car owners are able to feel they’re doing something positive for the environment without the high sticker price, higher insurance premiums, and more expensive and difficult repairs that EVs tend to incur,” Morgeson says.

“Automakers are responding accordingly, and those that initially focused on new EV offerings are shifting focus to create more attractive hybrid options. We expect this trend to continue."

The study is based on 12,173 completed surveys. Customers were chosen at random and contacted via email between July 2023 and June 2024.