Subaru, Toyota, Mercedes-Benz, and Tesla in a Tight Race for Automobile Supremacy, While Hybrid Drivers Are Most Satisfied Customers, ACSI Data Show
August 20 2024 - 8:01AM
Business Wire
Driver satisfaction with the automobile industry inches forward
1% to a score of 80 (out of 100) as inventory levels return to
normal.
According to the American Customer Satisfaction Index (ACSI®)
Automobile Study 2024, satisfaction with both the mass-market (79)
and luxury (81) 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.
Although the auto industry has shown signs of recovery from the
pandemic, it’s not all “top down, wind in their hair” for
consumers.
“Despite automotive sales showing strong growth in 2023, many
consumers remain cautious about making major purchases like new
vehicles,” says Forrest Morgeson, Associate Professor of Marketing
at Michigan State University and Director of Research Emeritus at
the ACSI. “Inflation poses challenges and there are real concerns
over new vehicles becoming outdated quicker because of how fast
technology evolves. Plus, factors like economic uncertainty and
range anxiety around electric vehicles contribute to this
hesitation.”
Subaru catches up to Toyota in mass-market segment
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. The high marks are consistent with
recent and current sales success. The former reported having 22
consecutive months of month-over-month sales growth through May
2023, and the latter reported sales growth of 14.3% on a volume
basis for the first half of 2024.
Subaru continues to rely on its reputation for safety and
dependability, as Toyota maintains its focus on quality while
leaning into hybrid vehicles. Toyota has faced some complaint
handling challenges, and the ACSI will watch to see how the
company’s move toward generative AI influences that performance
moving forward.
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.
Mercedes-Benz and Tesla vie for luxury lead
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.
Although no aspect of the customer experience improves for
luxury nameplates, scores are generally strong, at 80 or higher.
Mobile app quality (86), driving performance (85), and mobile app
reliability (85) lead the way, while interior (82), warranties
(82), and gas mileage (80) are the lowest-scoring metrics.
It’s a hybrid world, and we’re just driving in it
ACSI data based on fuel source type show hybrid drivers (82) are
more satisfied than gasoline drivers (80) and electric vehicle
drivers (77). Additionally, hybrid vehicles have the highest
average customer satisfaction for both the mass-market and luxury
segments. This is consistent with the rapid growth in hybrid sales,
as such vehicles provide greater fuel efficiency than traditional
gas-powered vehicles and also address customer concerns about
travel distance with pure electric vehicles.
“The surge in hybrid vehicle sales over the past year is a clear
indication that consumers are seeking a balance between
environmental consciousness and practical needs," adds Morgeson.
"Hybrid owners are telling us they feel they’re doing something
positive for the environment while still maintaining the
flexibility and convenience they require. As automakers continue to
invest in hybrid technology, we expect this trend to continue."
The ACSI Automobile Study 2024 is based on 12,173 completed
surveys. Customers were chosen at random and contacted via email
between July 2023 and June 2024. Download the study, and follow the
ACSI on LinkedIn and X at @theACSI.
No advertising or other promotional use can be made of the data
and information in this release without the express prior written
consent of ACSI LLC.
About the ACSI
The American Customer Satisfaction Index (ACSI®) has been a
national economic indicator for over 25 years. It measures and
analyzes customer satisfaction with approximately 400 companies in
about 40 industries and 10 economic sectors, including various
services of federal and local government agencies. Reported on a
scale of 0 to 100, scores are based on data from roughly 200,000
responses annually. For more information, visit
www.theacsi.org.
ACSI and its logo are Registered Marks of American Customer
Satisfaction Index LLC.
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Denise DiMeglio 610-228-2102 denise@gregoryfca.com