Tesla Ties With Lexus In US Auto Customer Satisfaction But Remains Behind This Foreign Rival

Japanese automaker Toyota Motor Corp TM is leading customer satisfaction in the U.S. auto market, as revealed by a recent market report.

Customer Satisfaction Ranking: Toyota leads mass-market vehicles and the industry overall with a score of 84 out of 100, as per the American Customer Satisfaction Index‘s (ACSI) latest automobile study.

Other leading Japanese auto players like Subaru, Honda Motor Co HMC, and Mazda Motor Corp MZDAY are also not far behind.

Chrysler ranks lowest in customer satisfaction with a dismal ACSI score of 71.

Among luxury automakers, EV giant Tesla Inc TSLA is tied with Lexus — a brand owned by Toyota — with a score of 83, followed by General Motors GM Cadillac. German players Audi, BMW, and Mercedes-Benz are tied for the third position.

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The EV Fad: Electric and hybrid vehicle drivers are more satisfied as compared to gas vehicle drivers, the report noted.

However, EV adoption continues to be held back by the lack of public chargers, customer expectations for reliability, and higher complaint rates. Hybrid drivers are relatively happier in terms of quality, value, and dependability, the report added.

"EVs must improve before automakers can justify the price differential for a broader audience. Early EV adopters find these vehicles perform well relative to their expectations, yet ACSI data show they are only superior in technology and warranties. That is not enough to convince more consumers to leave gas in the past." said Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI Forrest Morgeson.

The study is based on interviews with about 9,000 customers between July 2022 and June 2023.

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