2 factors with big impact on car customer satisfaction
Customer satisfaction with light vehicles fell to the lowest it’s been in over a decade in light of the increasing nature of both recalls of various nature as well as the increase in vehicle prices.
That’s according to the American Customer Satisfaction Index, or ACSI, and the results of its ACSI Automobiles Report 2015 released on Tuesday.
The report, which is based on 4,294 customer surveys collected in the second quarter of this year, found that the overall customer satisfaction with automobiles fell by 3.7 percent this year compared to 2014, ranking a 70 on ACSI’s 100-point scale, and tallying the third straight year of satisfaction decreases.
“While it is true that all cars are now much better than they were 10 to 20 years ago, it is alarming that so many of them have quality problems,” said Claes Fornell, ACSI’s chairman and founder. “The number of recalls is at an all-time high. This should not happen with modern manufacturing technology and has negative consequences for driver safety, costs and customer satisfaction.”
Of the 27 brands ranked by ACSI, 15 saw a drop in customer satisfaction while only 2 (Acura and BMW) saw an increase.
Lexus became the new frontrunner of the bunch, with an average satisfaction ranking of 84 out of 100 (unchanged from 2014), dethroning last year’s top make, Mercedes-Benz, by 1 point (which fell from 86 to 83). Acura and Lincoln both scored an 83 out of 100 for 2015.
The bottom three makes in customer satisfaction were all Fiat Chrysler brands: Fiat (73), Chrysler (74) and Jeep (75), while FCA accounted for 4 of the bottom 5 (Dodge and MINI both scored a 76 out of 100 on the ACSI scale).
According to David VanAmburg, ACSI’s director, it’s not just recent recall news affecting customer satisfaction.
“Higher prices are clearly hurting car buyer satisfaction, but low prices also have artificially inflated satisfaction in the years prior,” VanAmburg said. “The government’s Cash for Clunkers program helped push driver satisfaction to its highest level ever in 2009 — and heavy discounting as the economy recovered kept satisfaction up for a while. The customer satisfaction levels the auto industry is seeing now are more consistent with historical ACSI data.”
Import and luxury brands made up the top eight manufacturers in customer satisfaction in ACSI’s results. Looking purely at the domestic brands, with the help of Lincoln, Ford maintained the highest average customer satisfaction (81), followed by General Motors (79) and FCA (75).
To check out the full rankings from ACSI, download the free report here.