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Lexus and Subaru are racing ahead the competition in their respective segments according to the American Customer Satisfaction Index (ACSI) Automobile Study 2025.
The study found that while the U.S. automobile industry reached its highest level of vehicles sold in five years in 2024, customer satisfaction is down slightly due as drivers are now staring at longer loan periods and larger payments. In the study, overall driver satisfaction slips 1% to a score of 79 (on a 100-point scale) as inventory levels return to normal. The luxury segment dips 1% to 80 while the mass-market segment is unchanged at 79. Researchers say smaller brands (both mass market and luxury) that comprise the “all others” measure slide 9% to 74.
With rising car prices, researchers say data indicates that luxury customers are becoming more price sensitive. In this economic climate, they say the ability to compete on both quality and value will be critical to retention and customer satisfaction.
“Automakers are navigating a market where innovation and practicality collide,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Customers expect advanced technology and efficiency, but they’re also scrutinizing every dollar spent. The brands that thrive will be those that can deliver meaningful improvements without losing sight of what matters most to drivers right now.”
Overall, researchers say most customer experience metrics were unchanged this year. Driving performance remains high at 84, followed by dependability, mobile app quality, and vehicle safety at 83 each. Vehicle safety is one of the three scores that decline 1%, along with exterior at 82 and technology at 79. This year, ACSI introduced two new metrics to the survey, and they are the lowest-scoring aspects: driving distance on a full charge or tank of gas at 74 and expected future resale or trade-in value at 72.
Subaru tops mass-market automakers
Subaru, up 2%, takes first in the mass-market segment this year with an ACSI score of 85, after tying for No. 1 last year. Toyota (down 1%) and Mazda (up 1%) tie for second - with Toyota the only one of the top three slipping in customer satisfaction. Buick (up 1%), GMC (up 3%), and Honda (down 1%) aren't far behind. Meanwhile, Stellantis nameplates, Jeep, Dodge, Chrysler, and Ram all slip.
Researchers attribute Subaru's continued success to leaning into its reputation for safety and dependability, as well as offerings like a redesigned Forester, the availability of a more powerful Crosstrek engine, and new trim options for the Ascent and Outback.
Lexus leapfrogs luxury competitors
Lexus takes the top spot in the luxury segment - surging 6% to an ACSI score of 87. It leapfrogs past last year’s co-leaders Mercedes-Benz (down 1% to 82) and Tesla (down 2% to 81). Mercedes-Benz now holds the second spot, with Tesla and Cadillac (down 1%) tied for third. Audi fell 4% in satisfaction, while BMW finished last in luxury, stumbling 5% to an ACSI score of 75.
Researchers cites Lexus' hybrid sales success as contributing to its high ranking, with its hybrid sales helping to propel the brand to its best ever first-quarter sales in the U.S. for 2025. Five Lexus models were among the top 15 most popular luxury hybrids, according to late 2024 data, including the Lexus RX as the clear market-share leader, with the Lexus NX and Lexus ES both ranking in the top five.
About the study
The ACSI Automobile Study 2025 is based on 9,949 completed surveys. Customers were chosen at random and contacted via email between July 2024 and June 2025. Download the full study here.
Photo Credit: 2026 Lexus RX 350h Luxury in Iridium. Credit: Lexus.