New Car Customer Satisfaction Down Slightly, Experts Blame High Quality For High Expectations

TTAC Staff
by TTAC Staff

The just released American Customer Satisfaction Index, based on interviews with over 4,000 recent new car buyers, finds that car buyers are less satisfied this year than last, with the index dropping 1.2% to an industry average of 83%. It’s the first time in two years that a decline in new car buyer satisfaction has been measured, but customer satisfaction is still significantly higher than the index’s 1979 baseline of 79% of customers being satisfied.

The survey measures consumer satisfaction based on quality, purchase price, the dealership experience, and other factors. The authors of the study say that the small drop may ironically be due to past improvements in quality and customer satisfaction.

“Higher levels of customer satisfaction create greater customer expectations that automakers are then challenged to meet — let alone exceed.”

“As the industry has been doing better, particularly since the recession, we’ve seen higher numbers for many nameplates, and certainly for the industry as a whole. That tends to engender higher expectations in customers the next time they make a purchase. That can put a little pinch in customer satisfaction as the automakers are challenged to keep meeting and exceeding those customer expectations.”

While cars in general have been improving, Ford, General Motors and Chrysler still have a way to catch up to the perceived quality of foreign manufacturers. By region, European car companies came in first, with a 84.7% satisfaction, followed by Asian companies at 84.1 and U.S. companies at 82.

Mercedes-Benz led the rankings with a score of 88, up 4% from last year, with Lexus in second place, at 87, down 2% from 2012. The highest ranking non-luxury brands were Subaru, Toyota and Honda, all at 86.

Third-place Subaru, Toyota and Honda — the highest ranking non-luxury nameplates — each scored 86 — 3 points above the industry average. GMC and Cadillac were the highest ranked domestic brands at 85. Ford and Chrysler were each at the industry average of 83, both up more than 5% from last year, the best year to year performance of any brands. Dodge and Chevrolet were in last place with scores of 79. Jeep scored 80. Chevrolet and Buick (which scored 82) had the largest declines, 6%.

The survey unsurprisingly found that recalls affect customer satisfaction. Vehicles that were recalled within the past year averaged 81, 3 points lower than cars not recalled.

TTAC Staff
TTAC Staff

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  • Kyree Kyree on Aug 27, 2013

    The 2013 Accord and 2014 Mazda6 feel premium to me in a way that competitors can't match. The same is true of the 2014 Impala...

  • Golden2husky Golden2husky on Aug 27, 2013

    I question a lot of this as well. For example, the Mercedes products of the 2000s sucked compared to previous MB products and compared to the quality/reliability of their direct competition. The scores dipped, but still were at the upper reaches of the chart. When GM failures are the same delta as those experienced by MB, the impact is greater. Even today, if you spent any time comparing entry and midline MB products to Buick's best interiors, you can't possibly be satisfied by what materials Mercedes has put into their cars. I guess you see what you want to see. Much like the Impala review that stated "the only thing wrong with this car is the bowtie", the three pointed star makes people believe they are seeing quality when they aren't. Many a study has been done with "badge blindness" for new cars. When a badge with a checkered past is visible, the scores drop significantly from the blind scores. It's hard to separate bias due to preference. If you want to see an "Excuse Factory" example of this, log onto Bimmerfest. They love their cars and accept issues with their BMWs that would have them making lemon law claims on a different brand. Some people don't "know what they are missing" because they refuse to believe that a product may well be far better then they will allow it to be in their mind.

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    • Onyxtape Onyxtape on Aug 28, 2013

      @cognoscenti It probably wouldn't make it more subjective. I knew a single mom who absolutely loved her Chrysler Town & Country back in the early 90s, and recommended it to everybody. Her rationale was that Chrysler is such an honorable and upstanding company that they would replace her transmission 3 times (within the first 40000 miles) without her paying a dime!

  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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