Improved inventory and pricing conditions in the U.S. automobile market lead to increased buyer satisfaction, according to J.D. Power's latest findings.
The latest 2024 J.D. Power U.S. Sales Satisfaction Index (SSI) Study has unveiled a decline in overall customer satisfaction with the new-vehicle purchase experience, marking the first industry-wide drop in eight years.
According to the study, the industry satisfaction score dropped by 3 points on a 1,000-point scale, with premium brands scoring 762 and mass-market brands scoring 757, both showing declines from 2023. This decline is primarily attributed to issues in online shopping and communication before visit, as well as reception at dealerships.
Porsche Leads in Premium Car Segment
Despite the overall decline, Porsche maintained its leading position among premium brands, with a satisfaction score of 851. The German automaker also topped the Premium SUV segment. Infiniti followed closely with a score of 840, while Jaguar ranked third with 838.
Changes in Vehicle Availability and Pricing Impact Satisfaction
The study found a direct link between customer satisfaction and the extent to which dealerships met specific Key Performance Indicators (KPIs). However, changes in vehicle availability and pricing that impact shoppers’ satisfaction were not explicitly detailed in the 2024 U.S. SSI Study.
One notable finding was that fewer buyers are paying above the Manufacturer's Suggested Retail Price (MSRP) in 2024 compared to 2023. Specifically, only 8% of mass-market buyers and 6% of premium buyers paid over MSRP this year, down from 15% and 10% respectively in 2023.
Battery Electric Vehicle (BEV) Buyers Less Satisfied
BEV buyers reported lower satisfaction with dealer staff knowledge, particularly around explaining vehicle features, with Tesla buyers noting this acutely. Moreover, BEV buyers rated their experience at 822, lower than the 857 rating given by mass-market Internal Combustion Engine (ICE) buyers.
Mass-Market Brands: MINI, Buick, and Subaru Lead
In the mass-market segment, MINI led with a score of 829, with Buick (827) and Subaru (825) following closely. GMC was the leader in the Mass Market Truck segment, while Buick was the leader in the Mass Market SUV/Minivan segment.
Opportunities for Improvement
Customer satisfaction with other aspects of the sales journey, such as dealer interactions, paperwork, and vehicle delivery, has not advanced at the same rate as overall satisfaction, suggesting room for improvement. Stewart Stropp, vice president of automotive retail at J.D. Power, commented that the positive momentum continues this year due to a broader selection and more competitive pricing. However, he also noted further opportunities to refine the path to purchase.
Future Studies
The 2025 J.D. Power Automotive Performance, Execution and Layout (APEAL) Study found overall vehicle satisfaction improved, reaching the highest level since 2020 at 851 points, driven by improvements in fuel economy, infotainment, and interior quality. This indicates that while purchase experience satisfaction declined, post-purchase vehicle satisfaction increased.
For a more detailed breakdown or specific brand rankings from the 2024 U.S. SSI Study, please let us know.
[1] J.D. Power (2024). 2024 U.S. Sales Satisfaction Index (SSI) Study. [online] Available at: https://www.jdpower.com/business/press-releases/2024-us-sales-satisfaction-index-ssi-study [Accessed 15 Feb. 2023]. [3] J.D. Power (2025). 2025 U.S. Automotive Performance, Execution and Layout (APEAL) Study. [online] Available at: https://www.jdpower.com/business/press-releases/2025-us-automotive-performance-execution-and-layout-apeal-study [Accessed 15 Feb. 2023]. [5] J.D. Power (2020). 2020 U.S. Automotive Performance, Execution and Layout (APEAL) Study. [online] Available at: https://www.jdpower.com/business/press-releases/2020-us-automotive-performance-execution-and-layout-apeal-study [Accessed 15 Feb. 2023].
- In the mass-market segment, car-maintenance solutions could play a significant role in improving customer satisfaction, as the 2024 J.D. Power U.S. Sales Satisfaction Index (SSI) Study highlighted opportunities for improvement in dealer interactions, paperwork, and vehicle delivery.
- The finance sector, serving the automotive industry, might find it beneficial to focus on providing comprehensive car-maintenance guidance and services as a value-added service to customers, given the potential for enhancing overall customer satisfaction with the new-vehicle purchase experience.
- As the transportation industry shifts towards more electric vehicles (EVs), it's essential for dealerships to prioritize staff training on EV features and maintenance to ensure customer satisfaction, particularly with BEV buyers who have indicated a need for improved dealer staff knowledge in this area.
