The U.S. automobile market is selling the highest number of vehicles sold in five years. However, given the ongoing Trump Tariff chaos, prices will be rising and lower-priced models are now an endangered species. Thus, affordability has reemerged as a crucial issue. There are risks with drivers operating under various scenarios that mean longer periods of larger payments or hanging onto older vehicles well past their warranties. According to the latest American Customer Satisfaction Index (ACSI®) Automobile Study 2025,* overall driver satisfaction slipped 1% to a score of 79 (on a 100-point scale). The luxury segment dropped 1% to 80 ,while the mass-market segment is unchanged at 79. Smaller brands (both mass market and luxury) that comprise the “all others” measure slide 9% to 74.**

“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.”