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.