#DomesticBrands

Overall contentment among domestic vehicle owners dropped slightly in this year’s American Customer Satisfaction Index. Meanwhile, enjoyment from European and Asian automakers stayed roughly the same. However, that information might not be quite so useful until you begin comparing individual brands (and even other industries).

Domestic automakers averaged 80 out of a possible 100 points in the ACSI scale, with General Motors as the only American manufacturer seeing an improvement from 2016. For the sake of comparison, let’s see how other industries are doing on either end of the spectrum: Cable companies, which everyone hates, averaged 64 points and television sets, which everyone loves, scored 87 points.

By and large, that doesn’t place automakers in the doghouse. But it does highlight a modest shift in the perception of specific domestic brands while longtime satisfaction leaders, like Toyota and Lexus, hold pole position.

Before the end of the 1980s, disenchanted drivers were voting with their wallets in ever greater numbers. Family sedan buyers, burned by the quality control issues of the late 1970s, turned their attention to the Toyota Camry and Honda Accord, while German automakers increasingly carved off a larger slice of the premium segment pie.

In many cases, the buyers who turned their backs on domestic vehicles stayed in their new camp for years, buying another, and then another Japanese or German car. Luring them back remains a difficult task, as stigma often fades at a slower rate than quality improves.

“Buy American” campaigns are nothing new, but President Donald Trump’s ascent to the Oval Office has spurred a newfound focus on the health of the Detroit Three automakers. In a bid to bolster that health, the United Auto Workers union is on the verge of telling you to drive past all those import dealers.

Come home to America.

You’re car shopping for your dream car. You test drive it. It’s perfect. Everything in its place. The power … breathtaking. You look at the window sticker and there are a few numbers after a dollar sign. You can afford it — just.

Next year, your dream car will have no discernible differences from the one you are driving today. Everything will still be perfect, in its place, and the power will be just as intoxicating. Except next year the price will go down $5,000 thanks to a “Made in China” stamp on the doorjamb.