The Best Auto Brands for Customer Satisfaction in 2024: Where Have the Japanese Giants Gone?

J.D. Power has released its findings on customer satisfaction with the performance, execution, and layout of new vehicles in the US market. This research serves as a measure of the emotional attachment and excitement drivers feel towards their new vehicles.

According to J.D. Power, customer satisfaction with automotive design and performance has improved after two years of unprecedented decline. The average customer satisfaction index is 847 out of 1,000 points, a two-point increase from 2023.

The J.D. Power study found that the automotive brand with the highest customer satisfaction index was Porsche with 891 points. This was followed by Jaguar (886 points), Land Rover (882 points), BMW (881 points), Mercedes-Benz (876 points), Lincoln (874 points), Genesis (873 points), Cadillac (868 points), Alfa Romeo (867 points), and Lexus (866 points).

Top 10 Car Brands With the Highest Customer Satisfaction in 2024.

Thus, it can be seen that the 10 car brands with the highest customer satisfaction are all luxury car manufacturers. At the same time, European and American cars dominate the top 10, while Asian brands hold only two positions, including Genesis and Lexus.

In the mass-market car segment, the brand with the highest customer satisfaction in 2024 was Mini (858 points), followed by Ram (854 points), Kia (853 points), Hyundai (846 points), GMC (845 points), Volkswagen (844 points), Buick (842 points), Chevrolet (841 points), Dodge (837 points), and Honda (836 points).

For the electric vehicle trio of Tesla, Rivian, and Polestar, J.D. Power listed them as brands without sufficient data to rank. However, J.D. Power still released the customer satisfaction scores of Rivian, Tesla, and Polestar, which were 900 points, 870 points, and 839 points, respectively.

“Traditional manufacturers have listened to their customers,” said Frank Hanley, Senior Director of Automotive at J.D. Power. “They are launching improved vehicles that better meet customer desires, including enhanced cargo capacity and higher-quality materials, as well as ensuring easier-to-use features. For electric vehicles, recent models introduced by traditional manufacturers have surpassed long-time leader Tesla in terms of emotional attachment and excitement among owners.””

The Most Satisfying Vehicles of 2024

In addition to ranking brands, J.D. Power’s study also identified the most satisfying vehicles of 2024. The group with the most satisfying vehicles was Hyundai with seven models, followed by BMW (4 vehicles) and Toyota (3 vehicles).

List of Vehicles With the Highest Customer Satisfaction Index in 2024 in the US.

Among these vehicles, the BMW 7-Series had the highest customer satisfaction index. Meanwhile, the Kia K5 made the list for the fourth consecutive time. The pair of Kia EV6 and Carnival also made their third consecutive appearance. Vehicles that were named for the second consecutive year included the BMW iX, BMW X4, Genesis GV60, Kia Forte, MINI Countryman, Nissan Titan, Lexus RX, and Range Rover.

Luxury Cars Evoke More Emotions Than Mass-Market Cars

According to J.D. Power’s research, the average customer satisfaction index in the luxury car segment was 870 points, significantly higher than the 838 points for mass-market cars. Similar to previous years, luxury cars continue to evoke more emotions from their owners compared to mass-market vehicles.

Additionally, J.D. Power observed that electric vehicles from traditional car manufacturers have a strong appeal. The average customer satisfaction index for electric vehicles not branded as Teslas was 877 points, the highest ever. This result was also higher than the customer satisfaction index of Tesla (870 points), gasoline-powered vehicles (842 points), and plug-in hybrids (841 points). J.D. Power explained that newer electric vehicle models have a higher APEAL index due to improvements in range and interior materials.

Another trend reflected in the J.D. Power study is that increasingly complex infotainment systems are lowering customer satisfaction. Accordingly, 25% of car owners reported negative experiences when switching between multiple audio sources such as satellite radio and Apple CarPlay. Another 23% blamed the cumbersome menu structure of the infotainment screen.

“Automotive manufacturers continue to add features to their in-vehicle infotainment systems, but they may be creating unnecessary complexity,” said Hanley. “Owners are having difficulty performing simple audio-related tasks. This raises the question of whether automotive manufacturers are truly meeting the wants and needs of their customers.”

Finally, J.D. Power suggested that higher customer satisfaction indices lead to increased long-term value for vehicles. Cars with above-average APEAL scores are more likely to be recommended by their owners to friends or family, which can positively impact a model’s market appeal over time.

This is the 29th year that J.D. Power has conducted its APEAL study. The research asks car owners to consider 37 attributes, ranging from the comfort they feel when seated in the driver’s seat to the excitement they feel when stepping on the accelerator. The responses are then aggregated to calculate the overall APEAL index.