Subaru’s New ACSI Ranking Catapults The Brand To #1

Which car brands have the most satisfied customers? According to a new American Customer Satisfaction Index (ACSI) study, Subaru is now number one overall among all car brands. Subaru just caught Toyota for the top title. Here is what it means for customers. Also, find out the best and worst car brands in my report.

I covered this new Subaru ranking previously in my report here, but Subaru has offered new information that I will include in this updated report.

In the official announcement from Subaru of America, Subaru said, "We have increased our position from last year with an ACSI score of 83. This overall score marks a tie with one other automaker in the mass-market segment and two others in the luxury segment."

Subaru just caught Toyota.

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 top of the rankings. It's not just with mainstream brands that Subaru excels; it's also competing with the best luxury car brands. 

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. 

President and Chief Operating Officer of Subaru of America, Jeff Walters, said, "Being recognized by Subaru customers for our commitment to safety, reliability, and longevity is an accomplishment we take to heart. This acknowledgment from ACSI is a reminder that our efforts to be More Than a Car Company are of the utmost importance to Subaru and our retailers. We pride ourselves on consistency and quality, and we are thrilled to see the results as customers continue to choose Subaru time and time again."

It's not Subaru's first award from ACSI. Subaru was rated number one in multiple categories in the ACSI 2023-2024 Automobile Study of mass-market vehicles.

• #1 Brand for Vehicle Safety, five years in a row
• #1 Brand for Product Quality, four years in a row
• #1 Brand for Overall Product and Service Quality, two years in a row
• #1 Brand for Perceived Value, two years in a row
• #1 Brand for Dependability
• #1 Brand for Driving Performance

Subaru's announcement revealed that it led the mass-market and luxury segments in nine more categories, showcasing its versatility and comprehensive approach to customer satisfaction. 

• vehicle safety 
• dependability 
• driving performance 
• perceived value 
• product quality 
• service quality 
• overall product and service quality 
• likelihood to recommend
• customer expectations 

Subaru says, "In addition, Subaru tied with one other automaker in mass-market and luxury segments in the comfort and warranty categories."

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."

I've listed the mainstream car brands from top to bottom and their overall scores. The ACSI study and rankings are based on customers' opinions of their own vehicles, and results are reported on a 100-point scale. A score of 83, which both Subaru and Toyota achieved, is considered excellent in the industry.

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

More ACSI findings.

The 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.

Who is ACSI?

ACSI is the only national cross-industry measure of customer satisfaction in the U.S. It tracks approximately 400 companies in about 40 consumer industries across ten economic sectors annually and is the largest single benchmarking study in the U.S. The ACSI Automobile Study 2024 is based on 12,173 completed surveys. Customers were randomly chosen and contacted via email between July 2023 and June 2024.

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 Forester, Crosstrek, Outback, or another all-wheel-drive (or BRZ rear-drive) Subaru vehicle? 

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

I am Denis Flierl, a Senior Torque News Writer 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: Subaru North Orlando