Toyota has focused on its hybrids, and it's paying off with its No. 1 mass-market standing in a tie with Subaru.
Toyota
Auto customer satisfaction improved slightly in the latest American Customer Satisfaction Index for the sector, though the mass-market and luxury scores were flat.
The study’s authors noted that though industry conditions have rebounded for consumers after the pandemic, economic pressures are tempering the recovery.
“Inflation poses challenges and there are real concerns over new vehicles becoming outdated quicker because of how fast technology evolves,” said Forrest Morgeson, the index’s director of research emeritus and associate professor of marketing at Michigan State University. “Plus, factors like economic uncertainty and range anxiety around electric vehicles contribute to this hesitation.”
The index bump of 1% to a score of 80 out of a possible 100 came from smaller automakers, as the mass-market and luxury scores were flat.
In the mass-market segment, Subaru tied with Toyota for first place in customer satisfaction with a score of 83 as Toyota fell faced challenges with its handling of complaints.
A tie also topped the luxury segment ranking between Mercedes and Tesla, which also both had an 83 index score after Mercedes climbed 4%, buoyed by customer satisfaction with its hybrids.
Speaking of hybrids, the study found that those who drive them have more satisfaction with their models than those who drive gas-powered or purely electric vehicles, posting an 82 index score compared to their 80 and 77, respectively.
“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,” Morgeson said.
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