The U.S. car trade reached its highest stage of autos offered in 5 years, but there are dangers with drivers now watching longer intervals of bigger funds — one thing that has impacted buyer satisfaction.
In response to the American Buyer Satisfaction Index (ACSI®) Vehicle Examine 2025, total driver satisfaction slips 1% to a rating of 79 (on a 100-point scale) as stock ranges return to regular. The posh phase dips 1% to 80 whereas the mass-market phase is unchanged at 79. Smaller manufacturers (each mass market and luxurious) that comprise the “all others” measure slide 9% to 74.
As automotive costs go up, knowledge point out that luxurious prospects have gotten extra value delicate. Subsequently, on this financial local weather, the power to compete on each high quality and worth shall be important to retention and buyer satisfaction.
“Automakers are navigating a market the place innovation and practicality collide,” stated Forrest Morgeson, Affiliate Professor of Advertising and marketing at Michigan State College and Director of Analysis Emeritus on the ACSI. “Clients count on superior know-how and effectivity, however they’re additionally scrutinizing each greenback spent. The manufacturers that thrive shall be these that may ship significant enhancements with out dropping sight of what issues most to drivers proper now.”
Subaru separates itself from mass-market counterparts
After tying for first place final 12 months, Subaru (up 2%) and Toyota (down 1%) transfer in numerous instructions in 2025
Subaru now leads with an ACSI rating of 85, whereas Mazda (up 1%) has pulled right into a second-place tie with Toyota at 82. Three nameplates are shut behind at 81: Buick (up 1%), GMC (up 3%), and Honda (down 1%).
Subaru continues its success by leaning right into a popularity for security and dependability. It has loved sturdy gross sales development lately, which might carry over into 2025 with choices like a redesigned Forester, the provision of a extra highly effective Crosstrek engine, and new trim choices for the Ascent and Outback.
Hyundai improves 3% this 12 months, climbing to a rating of 80. In the meantime, Stellantis nameplates, Jeep, Dodge, Chrysler, and Ram all slip.
Most buyer expertise metrics have been unchanged this 12 months. Driving efficiency stays excessive at 84, adopted by dependability, cell app high quality, and car security at 83 every. Automobile security is without doubt one of the three scores that decline 1%, together with exterior at 82 and know-how at 79.
ACSI introduces two new metrics to the survey, and they’re the lowest-scoring facets: driving distance on a full cost or tank of gasoline at 74 and anticipated future resale or trade-in worth at 72. For mass-market prospects, hybrid prospects give the very best scores on each metrics. Driving vary scores fluctuate from 77 for hybrids, to 74 for gasoline, and 64 for electrical autos (EVs). Resale worth scores are considerably nearer at 73 for hybrids, 72 for gasoline, and 63 for EVs.
Lexus zooms previous luxurious rivals
Lexus surges 6% to the highest spot within the luxurious phase with an ACSI rating of 87, leapfrogging final 12 months’s co-leaders Mercedes-Benz (down 1% to 82) and Tesla (down 2% to 81). Mercedes-Benz now holds the second spot, with Tesla and Cadillac (down 1%) tied for third.
Lexus is discovering success with hybrid prospects, as hybrid gross sales have helped propel the model to its greatest ever first-quarter gross sales within the U.S. for 2025. 5 Lexus fashions have been among the many prime 15 hottest luxurious hybrids, in keeping with late 2024 knowledge, together with the Lexus RX because the clear market-share chief, with the Lexus NX and Lexus ES each rating within the prime 5. The model’s electrified gross sales have been additionally up over 13% 12 months over 12 months in Q1 2025. Driver satisfaction for Audi backtracks 4% to 77, whereas BMW finishes final in luxurious, stumbling 5% to an ACSI rating of 75.
Like mass market, no luxurious buyer expertise benchmarks enhance. Driving efficiency and cell app high quality rating the very best at 84 (down 1% and a pair of%, respectively). Consolation (unchanged), cell app reliability (down 2%), and web site satisfaction (down 1%) are all at 83. The know-how rating drops 4% to 80, which can point out shifting client expectations.
The 2 new metrics are additionally the lowest-scoring facets of the luxurious driver expertise. Driving distance on a full cost or tank and anticipated future resale or trade-in worth each debut at 73. In response to ACSI gas supply knowledge for the luxurious phase, hybrid autos rating highest on the brand new driving distance and resale worth metrics, however the hole is smaller in comparison with the mass market. Driving distance scores fluctuate from 76 for hybrids, to 74 for gasoline, and 71 for EVs. Resale worth scores are 77 for hybrids, 73 for gasoline, and 70 for EVs — a selection of seven factors that’s smaller than the mass market’s 10 factors.
Gasoline and hybrid are neck and neck in tight race for gas supply supremacy
Whereas the share of U.S. light-duty autos which might be hybrid or electrical is up from about 18% in Q1 2024 to roughly 22% in Q1 2025, driver satisfaction is decrease this 12 months. Satisfaction with hybrids retreats 2% to 80; it plunges 5% to 73 for EVs. Whereas unchanged, gasoline autos rating the identical as hybrids.
Amongst mass-market autos, prospects are simply as glad with gasoline and hybrid autos (80 apiece) and fewer so with EVs, which dips to 68. Satisfaction slides throughout all luxurious autos, however hybrid (83) nonetheless outpaces each gasoline (80) and EVs (78).
The ACSI Vehicle Examine 2025 is predicated on 9,949 accomplished surveys. Clients have been chosen at random and contacted through e mail between July 2024 and June 2025. Obtain the total research and comply with the ACSI on LinkedIn and X at @theACSI.
