Subaru Catches Toyota For Top Customer Satisfaction Supremacy

How satisfied are you?

If you have purchased a Subaru Crosstrek, Outback, Forester, or another Subaru all-wheel-drive vehicle, you are now the most satisfied of any mainstream (non-luxury) car brand's customers, along with Toyota.   

Subaru of America just caught Toyota USA for the top title, according to a new study from the American Customer Satisfaction Index (ACSI) Automobile Study 2024. What does it mean? 

ACSI says, "The continued high level of ACSI performance for Subaru and Toyota is reflected in their sales, with Subaru reporting 22 consecutive months of month-over-month sales growth through May 2023 and Toyota reporting sales growth of 14.3% on a volume basis for the first half of 2024."

Last year, I reported that Subaru ranked second overall in mass-market (non-luxury) vehicles, with an ACSI score of 82, and the Camden, N.J. automaker took a backseat to number one Toyota. Read my report here. 

Subaru has made a significant stride this year, matching Toyota for the top spot with an ACSI score of 83. The competition is exceptionally fierce among mass-market vehicles, especially at the pinnacle. And it's not just with mainstream brands that Subaru excels, it's also competing with the best. 

Subaru ranks as high as luxury brands Tesla and Mercedes-Benz this year. 

The ACSI scores reveal a fierce battle for customer satisfaction leadership among individual car brands. Four automakers are now tied for the ACSI lead at an impressive 83: mass-market brands Subaru and Toyota and luxury brands Mercedes-Benz and Tesla. 

Why does Subaru rank so high?

ACSI says, "Subaru continues to rely on its reputation for safety and dependability, as Toyota maintains its focus on quality while leaning into hybrid vehicles."

Subaru is known for its core values of safety and dependability. 

Subaru vehicles score highest in IIHS crash scores, and now every Subaru model in its lineup comes standard with the brand's excellent EyeSight driver assist safety technology. Read my Subaru EyeSight report here. 

In terms of dependability, the Subaru Forester ranks among the ten most reliable cars you can buy now, according to Consumer Reports' annual surveys. In my report here, find out why the Forester is a top pick again.

How does ACSI determine the scores? 

The ACSI Automobile Study 2024 is based on 12,173 completed surveys measuring and analyzing customer satisfaction in 12 areas on a scale of 0 to 100. Customers were randomly chosen and contacted via email between July 2023 and June 2024.

I've listed the mainstream car brands from top to bottom and their overall scores.

• Subaru 83
• Toyota 83
• Honda 82  
• Mazda 81 
• Buick 80 
• Kia 80 
• Ford 79
• Volkswagen 78
• Ram 77
• Jeep 75
• Dodge 74 
• Chrysler 71

ACSI says, "With Subaru up 1% and Toyota down 1%, the two now tie for first place with an ACSI score of 83. The high marks are consistent with recent and current sales success. The former reported having 22 consecutive months of month-over-month sales growth through May 2023."

My new report shows the three models driving Subaru's sales success this year. Check out my report here. 

Other ACSI findings.

The ACSI survey includes a new question that asks customers to rate the degree to which they view their vehicle's nameplate as a leader on environmental issues. Among the nine highest-rated nameplates for environmental leadership, seven are luxury brands, and two are ACSI co-leaders, Subaru and Toyota.

I've written recently about Subaru's commitment to the communities where they do business. 

Subaru ranks high in its corporate citizenship in environmental issues. Last year, Subaru of America was ranked 16th among the most visible brands in America on the 2023 Axios Harris Poll 100 Reputation Rankings. This year, they've moved up a spot to number fifteen.

Subaru scores high in most areas that are important to customers. 

The ACSI study does not reveal specific Subaru scores in the twelve areas. However, Subaru scored high in areas like driving performance, vehicle safety, dependability, comfort, gas mileage, and technology. 

Even though the study reveals that hybrid drivers are the most satisfied customers, Subaru thrives without hybrid models. However, Subaru will offer a new Forester Hybrid next year, with a Crosstrek and Outback Hybrid to follow. 

ACSI says that among mass-market (non-luxury) car brands, all aspects of the customer experience remain the same or have improved. Driving performance and vehicle safety score at 84, while dependability, exterior appearance, and mobile app quality score at 83. The lowest-scoring metrics all show gains: gas mileage improves 3% to 80, technology rises 3% to 80, and warranties increase 1% to 79.

Conclusion: Subaru customers are more satisfied with their new all-wheel-drive vehicles than all other mainstream car brands; they tie with Toyota and score as high as any luxury brand's vehicles. It's a testament to Subaru's commitment to build quality vehicles. 

Have you recently purchased a new Subaru Crosstrek, Outback, Forester, or another Subaru all-wheel-drive vehicle? 

How satisfied are you? What are you most and least satisfied with your new all-wheel-drive Subaru model? Click the red Add New Comment link below and let us know.

I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Competition Subaru