ACSI AUTOMOBILE
REPORT 2017
ACSI
INDUSTRY RESULTS FOR:
Automobiles & Light Vehicles
August 29, 2017
ABOUT ACSI
The American Customer
Satisfaction Index (ACSI) is a
national economic indicator of
customer evaluations of the quality
of products and services available
to household consumers in the
United States.
The ACSI uses data from
interviews with roughly 180,000
customers annually as inputs
to an econometric model for
analyzing customer satisfaction
with more than 300 companies
in 43 industries and 10 economic
sectors, including various services
of federal and local government
agencies.
ACSI results are released
throughout the year, with all
measures reported on a scale of
0 to 100. ACSI data have proven
to be strongly related to several
essential indicators of micro and
macroeconomic performance. For
example, frms with higher levels of
customer satisfaction tend to have
higher earnings and stock returns
relative to competitors. Stock
portfolios based on companies
that show strong performance in
ACSI deliver excess returns in up
markets as well as down markets.
At the macro level, customer
satisfaction has been shown to
be predictive of both consumer
spending and GDP growth.
American
Customer
Satisfaction
Index
Automobiles & Light Vehicles
81 -1.2%
Customer satisfaction with automobiles and light vehicles slips 1.2% to a score of 81 on the American
Customer Satisfaction Index’s (ACSI) scale of 0 to 100. A year ago, the industry improved driver
satisfaction and sales were at record highs. This year, demand seems somewhat saturated, and total car
sales are down 11.4% for the frst half of 2017. So, too, is customer satisfaction for the industry, although
individual nameplates post more gains than losses. Among the 25 automakers tracked by the ACSI, 12
improve from a year ago and only 8 plates decline—4 of which are domestic brands.
Foreign-made vehicles continue to have the highest driver satisfaction and 77% of the above-average
nameplates in the ACSI are imports. Many foreign-made cars are not part of the customer satisfaction
downturn for the industry, and European automakers match Japanese and Korean manufacturers with an
ACSI score of 82. The gap between international and domestic automakers widens as U.S. companies
fall to 80.
Customer Satisfaction Challenges for Detroit
ACSI Automobile Report 2017
ACSI
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Among Detroit automakers, GM is the only company to improve customer satisfaction this year, stepping
up to take the lead at 82. Ford falls behind GM with a drop to 81, followed by Fiat Chrysler at 77. All three
manufacturers, however, post sales declines for the frst half of 2017. These declines mirror the customer
satisfaction results as General Motors fares best, down 1.8%, while Ford drops 3.8% and Fiat Chrysler
tumbles 6.9%.
ACSI Automobile Report 2017
ACSI
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Vehicle recalls continue to rise, and the percentage of owners reporting recalls has grown steadily since
2013. ACSI data show that nearly one-third of drivers surveyed had their vehicle recalled this year. Not
surprisingly, customer satisfaction among drivers who had a recalled vehicle is lower (80) than those who
had no recall (82). However, the gap between the two has lessened, indicating that automakers may be
improving the recall process itself—it is less onerous than before and customers may be getting used to it.
Toyota is the highest-scoring manufacturer this year—both in the mass-market category (+1% to 86) and
in the luxury-vehicle group with Lexus (+2% to 86). July sales for Toyota are also up 3.6% compared to
the same month a year ago. Ford’s Lincoln, which previously held frst place, falls 5% to 83. Only one of
the top fve nameplates is a domestic car, GM’s GMC, which ties with luxury brand Mercedes-Benz at 84.
ACSI Automobile Report 2017
ACSI
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