Subaru Vs. Toyota - New Car Buyers Say Subaru’s Sales Process Is Far Better Than Toyota, Which Ranked Near Last

How satisfied are Subaru customers with their vehicle purchases? 

I delve into Subaru's performance in the J.D. Power U.S. Sales Satisfaction Index (SSI) every year. It's beneficial for customers to see the brand's evolution. Last year, Subaru secured the fifth spot among mainstream car brands, offering a commendable customer experience. This year, they've shown significant improvement. 

Here's what it means for customers. 

In the J.D. Power 2024 SSI study, Subaru improved, moving two spots to become the third-best car brand. Subaru customers now rate their experience higher than fifteen other mainstream car brands. Check out the best brands, and then I'll explain why Subaru moved up and how they compare with Toyota, the top-selling automaker in the world. 

J.D. Power says, "Customer satisfaction with the vehicle purchase process continues to rise as new-vehicle inventory and pricing improve year over year."

However, not all car brands are riding the wave up.

The 5 Best Mainstream car brands in customer satisfaction. 

• Mini - 829 
• Buick - 827 
• Subaru - 825
• Nissan - 821
• GMC - 816 

How satisfied are Subaru customers with their vehicle purchases compared with Toyota customers?

The average score among all mainstream car brands is 798 points. Subaru ranked ahead of its rival brands again:

• Nissan - 821
• Mazda - 795
• Honda - 794
• Hyundai - 790 
• Kia - 784
• Toyota - 777

Toyota ranks third from the bottom, with only Mitsubishi (776) and Chrysler (768) scoring lower. 

What does it mean for new model shoppers?

The study measures satisfaction with the sales experience among new-vehicle buyers and rejecters (those who shop at a dealership and purchase elsewhere). 

This year, J.D. Power found overall customer satisfaction with the vehicle purchase experience increased to 801 (mainstream and luxury brands) on a 1,000-point scale) up from 793 a year ago.

"In 2023, improvements in new-vehicle inventory and pricing moved customer satisfaction in an upward trajectory from the lows of 2022, and that's apparent again this year," said Stewart Stropp, vice president of automotive retail at J.D. Power. 

"It marks a return to form. As shoppers see a wider variety of vehicles to choose from, pricing becomes more competitive across the market. But this year's study shows satisfaction with other parts of the sales experience has not improved nearly as much. Plenty of opportunity remains to optimize the path to purchase."

J.D. Power says the percentage of buyers paying above the manufacturer's suggested retail price (MSRP) declined considerably: With replenished inventory, buyers rarely pay more than the suggested retail price for vehicles. Among mainstream brand car buyers, only 8% paid more than MSRP—an appreciable decrease from 15% a year ago.

What's more, some Subaru buyers are even paying less than the manufacturer's suggested retail price (MSRP), making Subaru's customers feel like they have an even better deal. 

Two recent Consumer Reports (by subscription) studies say customers pay under MSRP for the Subaru Crosstrek, Forester, and Impreza. Check out my report here for more information. 

Consumer Reports says, "We ranked the vehicles by how good a deal they are, relative to the manufacturer's suggested retail price (MSRP), by using the percentage of savings from the sticker price."

2024 Subaru Crosstrek Premium AWD

• MSRP: $26,345
• Average spent under MSRP: $327
• Average transaction price: $26,018

2024 Subaru Forester Premium

• MSRP: $30,295
• Average spent under MSRP: $479
• Average transaction price: $29,816

2024 Subaru Impreza Sport hatch

• The average Impreza transaction price is $24,561
• The average spent under MSRP: $434
• MSRP: $24,995

I've also covered Subaru's inventory levels at Subaru of America's retailers, which have been at an all-time high since the pandemic. The increasing inventory means you're more likely to find the Subaru model you want. Read my report here for more information. 

This fall, customers will find more new next-generation 2025 Forester compact SUVs, Crosstrek subcompact SUVs, and Outback midsize SUVs on U.S. retailers' lots for sale. You should see a good variety of trim levels. 

Why is Subaru considerably better in customer satisfaction than Toyota? 

Subaru treats its employees and customers with respect.

I talked with a car salesman who worked at a Subaru dealership and then went to sell Toyota vehicles. After only one year, he returned to selling Subarus because, in his words, "Subaru treats their employees better, and they treat the customers with respect." Powerful words from someone who has sold both car brands.

Subaru's approach to business is rooted in respect, both for its employees and customers. This is evident in their transparency, customer service commitment, and focus on building long-term relationships. The Camden, N.J. automaker's culture is critical to their higher satisfaction ratings, making buyers feel valued and respected in the sales process.    

For more information on how Subaru compares with Toyota, I recently covered the seven reasons why Subaru is better than Toyota. These reasons range from customer satisfaction to vehicle performance. Check out my revealing report here. 

Now it's your turn. 

Have you recently purchased a new Subaru or Toyota? How was your experience with the dealership? Did you feel valued and respected during the sales process? We want to hear from you. Click the red 'Add New Comment' link below and share your thoughts. 

I am Denis Flierl, Senior Torque News Reporter since 2012. Before test-driving new vehicles in 2001 as a freelance journalist, I invested 13 years in the automotive industry in a consulting role, working with every major car brand. I am also 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: Denis Flierl via Cross Creek Subaru