Luxury automakers Lexus and Subaru surpass competitors in customer satisfaction surveys
The auto industry has witnessed a significant shift in consumer preferences, as revealed by the 2025 ACSI Automobile Study. Based on nearly 10,000 customer surveys conducted between July 2024 and June 2025, the study sheds light on the evolving expectations of automobile buyers.
In the luxury segment, Lexus has claimed the top spot, with a score of 87, surpassing Mercedes-Benz (85) and Tesla (84). Five Lexus models have also ranked among the top 15 most popular luxury hybrids in 2024. Notably, Lexus' electrified sales climbed more than 13% year over year in the first quarter of 2025.
However, the study also highlights a slip in overall driver satisfaction, which has dropped 1% to a score of 79. This decline comes as buyers face steeper payments over longer loan periods, suggesting a need for automakers to strike a balance between technology, safety, and cost.
In the mass-market segment, Subaru leads with a record driver satisfaction score of 85. Toyota and Mazda follow closely with scores of 82, while Buick, GMC, and Honda are not far behind with scores of 81. Subaru's reputation for safety and dependability, along with freshened models like the redesigned Forester and new Crosstrek engine options, have helped solidify its lead.
The study also reveals a trend towards electrification, with Chinese luxury hybrid vehicle brands such as Yangwang and Zunjie gaining significant market share from traditional luxury gasoline car makers. Models like Yangwang U8 and U9, and Zunjie S800 performed strongly in the luxury hybrid/electric segment, surpassing established European luxury brands in certain markets.
Two newly added measures - driving range on a full charge or tank and expected future resale value - debuted at the bottom of the rankings. Interestingly, electric vehicles fared worst on both these measures, indicating a need for improvement in these areas.
Forrest Morgeson, Associate Professor of Marketing at Michigan State University, stated that innovation and practicality now collide for automakers, with customers expecting advanced technology and efficiency while scrutinizing every dollar spent. The auto industry's strongest sales in five years, as previously mentioned, were reported according to the ACSI study. However, overall driver satisfaction has slipped, as previously noted.
Despite these challenges, the auto industry continues to evolve, with consumers demanding more from their vehicles than ever before. The 2025 ACSI Automobile Study serves as a valuable resource for automakers, providing insights into the changing landscape of the automotive market.
