Dissatisfaction Rises with Rising Expectations and Increase in Vehicle Prices According to ACSI
In the ever-evolving world of automobiles, the latest American Customer Satisfaction Index (ACSI) report presents a mixed picture. Satisfaction with hybrids slipped two points to 80, while electric vehicles (EVs) saw a more significant drop of five points, bringing their overall satisfaction to 73. This dip has put gas-powered cars on equal footing with hybrids in terms of overall customer satisfaction.
The first quarter of 2025 saw a rise in the combined sales of hybrids and EVs, accounting for approximately 22 percent of U.S. light-duty sales, up from 18 percent a year earlier. However, the ACSI study found that most customer experience factors held steady, albeit with slight declines in areas such as vehicle safety, exterior design, and onboard technology.
One area where hybrids continue to outperform their counterparts is driving range and resale value. Hybrid owners rated these factors higher, with driving range scoring 77 for hybrids, 74 for gas vehicles, and 64 for EVs. Resale value followed a similar pattern: 73 for hybrids, 72 for gas, and 63 for EVs.
The search results do not contain information about which premium automobile brand achieved the highest customer satisfaction according to the latest ACSI report. However, Subaru emerged as a surprise leader, scoring 85, while Lexus vaulted to the top of the luxury segment, with a six-point surge in customer satisfaction, finishing with a score of 87.
On the other hand, luxury vehicles, long seen as immune to price sensitivity, registered a one-point dip in customer satisfaction. Audi slipped four points to a score of 77, and BMW fell five points to 75, the lowest among luxury automakers surveyed.
The dip in satisfaction comes at a delicate time for the industry, as automakers are under pressure to electrify their lineups while also managing costs and preserving profitability. The slip is viewed by some analysts as a broader reflection of the American economy, with inflation, higher interest rates, and household debt affecting consumer decisions.
As buyers increasingly question every add-on and loan terms that stretch to seven years or longer, ownership experiences are lasting longer, giving customers more time to notice flaws. The average transaction price for a vehicle is hovering around $47,000, and affordability remains a problem. The message for automakers is clear: winning in the current market requires a balance between cutting-edge technology and everyday practicality, between aspirational design and attainable pricing.
The ACSI Automobile Study is based on 9,949 completed surveys collected between July 2024 and June 2025. With the auto industry returning to a state of normalcy after years of shortages, total U.S. light-vehicle sales are projected to top 15.7 million this year. Amidst these changes, the race for customer satisfaction continues.
