Subaru has overtaken Toyota in customer satisfaction rankings for the first time, while Stellantis brands occupy the bottom four positions—revealing which automakers are winning and losing the loyalty battle.
Zooming in: The American Customer Satisfaction Index (ACSI) Automobile Study 2025, shows overall vehicle satisfaction slipped 1% to 79 (on a 100-point scale)
Subaru leads with a score of 85, while Mazda (+1%) and Toyota (–1%) share the second spot at 82.
Buick (+1%), GMC (+3%), and Honda (–1%) came in at 81, with Hyundai surging (+3%) to 80.
Stellantis brands—Jeep, Dodge, Chrysler, and Ram—all slid in satisfaction, claiming the bottom four spots among 16 mass-market brands.
Big picture: Subaru’s rise to the top has been fueled by its hard-earned reputation for safety and dependability, now reinforced by strong showroom momentum. New hits like the more powerful Crosstrek and fresh trim options on the Ascent and Outback are keeping buyers engaged and fueling higher sales.
Also worth noting: On the luxury side, Lexus jumped 6% to a score of 87, seizing the highest score of any brand—with Mercedes-Benz slipping to 82, and Tesla falling to 81. Smaller brands (consisting of both mass market and luxury vehicles), referred to as "all others," slid 9% to 74.
Why it matters: Customer satisfaction directly drives dealer profitability through repeat business and referrals. With car payments hitting record highs and loan terms stretching longer, satisfied customers become even more valuable as they're less likely to jump ship when finances get tight.
Between the lines: For consumers, driving performance still matters the most with a score of 84, followed by dependability, mobile app quality, and safety. But two new metrics, including driving range (74) and expected resale value (72) scored the lowest in the survey.
What they’re saying: “Automakers are navigating a market where innovation and practicality collide. Customers expect advanced technology and efficiency, but they’re also scrutinizing every dollar spent. The brands that thrive will be those that deliver meaningful improvements without losing sight of what matters most to drivers right now,” said Forrest Morgeson, Director of Research Emeritus at the ACSI.
Bottom line: Customer satisfaction is more than a scorecard—it’s a leading indicator of loyalty, profitability, and long-term market share. The winners will be the brands that innovate without losing sight of core fundamentals: dependability, safety, and service. But dealers tied to struggling brands face an uphill battle to overcome brand perception issues.
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