Click to enlarge.
The J.D. Power 2025 U.S. Sales Satisfaction Index (SSI) StudySM released today notes that despite the market shifts, overall customer satisfaction with the vehicle purchase experience increased by 1 point this year to 802 (on a 1000-point scale).*
“Satisfaction among buyers has been gradually improving over the years, including a modest increase in 2025 despite the added uncertainties that tariffs bring.” said Stewart Stropp, vice president of automotive retail at J.D. Power. “However, even in a challenging market, the fundamentals of satisfaction haven’t changed. Dealers who stay transparent during the deal, take time to educate buyers on their vehicle’s features, and maintain that connection after delivery are the ones poised to boost buyer satisfaction, ultimately leading to better customer retention and business growth.”**
Notable Observation in the 2025 SSI study
- Nearly one-fourth of buyers want a follow-up on their vehicle’s features but it never comes: While most buyers want to learn about all of their vehicle’s features upon delivery, nearly one-fourth (22%) indicate they would like a follow-up explanation of vehicle features and controls from the dealership a few weeks later, either through a phone call, dealership visit or online video/tutorials. However, more than half (53%) of these buyers never receive any such follow-up, presenting a key opportunity for dealers to improve the vehicle delivery process and boost future service retention and loyalty.
- Justifying trade-in values drives higher satisfaction: Trade-in transactions have been steadily increasing since the decline in lease volume that began several years ago. Among buyers who traded in a vehicle, 28% say their trade-in value was less than expected. However, when the dealer provides a clear explanation justifying the trade-in value, customer satisfaction is notably higher, even among those buyers who say the trade-in value didn’t meet their expectations. In such instances, overall satisfaction with the deal-making process averages a score of 800 when justification was provided but plummets to 672 when it wasn’t, highlighting the importance of transparency in the trade-in process.
- Import brand buyers are more likely to say tariffs accelerated their purchase plans: Buyers of brands from Japan and Europe more likely advanced their vehicle purchase in response to tariffs. Overall, among customers who say tariffs impacted their purchase, 87% in both the premium and mass market segments say they bought their vehicle sooner than intended. Furthermore, nearly 15% of buyers in both segments say they spent more than originally intended for their new vehicle.
- Tesla was not ranked in the SSS study.
Highest-Ranking Brands
- Porsche ranks highest in sales satisfaction among premium brands for a third consecutive year, with a score of 855. Land Rover (838) ranks second and Infiniti (835) ranks third.
- Buick ranks highest in sales satisfaction among mass market brands with a score of 827. Subaru (823) ranks second and Chevrolet (821) ranks third.
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Segment Awards – Highest-Ranked Brands in Each Segment
- Premium Car: Porsche (for a third consecutive year)
- Premium SUV: Porsche (for a third consecutive year)
- Mass Market Car: Mazda
- Mass Market SUV: Buick (for a second consecutive year)
- Mass Market Truck: Chevrolet
*AutoInformed on
** The U.S. Sales Satisfaction Index (SSI) Study now in its 40th year measures customer satisfaction with the sales experience among new-vehicle buyers and so-called rejecters. J.D. Power says the study is a comprehensive analysis of the new-vehicle purchase experience and satisfaction with the selling dealer (satisfaction among buyers). The study also measures satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling dealership (satisfaction among those who shopped a dealership but purchased elsewhere). Buyer satisfaction is based on six factors (in order of importance): delivery process; dealer personnel; working out the deal; paperwork completion; dealership facility; and dealership website. Rejecter satisfaction is based on five factors: salesperson; price; facility; variety of inventory; and negotiation. The 2025 U.S. Sales Satisfaction Index (SSI) Study is based on responses from 32,616 buyers who purchased or leased their new vehicle from March 2025 through May 2025. The study was fielded from July through September 2025.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Little Changed – J.D. Power 2025 U.S. Sales Satisfaction Index
Click to enlarge.
The J.D. Power 2025 U.S. Sales Satisfaction Index (SSI) StudySM released today notes that despite the market shifts, overall customer satisfaction with the vehicle purchase experience increased by 1 point this year to 802 (on a 1000-point scale).*
“Satisfaction among buyers has been gradually improving over the years, including a modest increase in 2025 despite the added uncertainties that tariffs bring.” said Stewart Stropp, vice president of automotive retail at J.D. Power. “However, even in a challenging market, the fundamentals of satisfaction haven’t changed. Dealers who stay transparent during the deal, take time to educate buyers on their vehicle’s features, and maintain that connection after delivery are the ones poised to boost buyer satisfaction, ultimately leading to better customer retention and business growth.”**
Notable Observation in the 2025 SSI study
Highest-Ranking Brands
Click for more.
Segment Awards – Highest-Ranked Brands in Each Segment
*AutoInformed on
** The U.S. Sales Satisfaction Index (SSI) Study now in its 40th year measures customer satisfaction with the sales experience among new-vehicle buyers and so-called rejecters. J.D. Power says the study is a comprehensive analysis of the new-vehicle purchase experience and satisfaction with the selling dealer (satisfaction among buyers). The study also measures satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling dealership (satisfaction among those who shopped a dealership but purchased elsewhere). Buyer satisfaction is based on six factors (in order of importance): delivery process; dealer personnel; working out the deal; paperwork completion; dealership facility; and dealership website. Rejecter satisfaction is based on five factors: salesperson; price; facility; variety of inventory; and negotiation. The 2025 U.S. Sales Satisfaction Index (SSI) Study is based on responses from 32,616 buyers who purchased or leased their new vehicle from March 2025 through May 2025. The study was fielded from July through September 2025.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.