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Domestic-car satisfaction narrows gap

by David Zatz on

The 2014 American Customer Satisfaction Index (ACSI) showed that satisfaction with automakers in general fell 1%, to 82 on a 100 point scale, with 16 of 21 nameplates falling.  Asian and European names fell more than American ones.

ACSI

Only two domestic brands, Chevrolet and Buick, rose in satisfaction, by 4% and 1%. Mercedes topped the list at 86, followed very closely (one point) by Subaru , with Lexus and Volkswagen tied one point down, and Buick, Toyota, and Honda one point below that (83).

Chevrolet, Kia, and GMC were just one point below Toyota, Honda, and Buick (82); Chrysler, Ford, Nissan, and Hyundai were all tied at 81, with Cadillac, Mazda, and BMW all at 80. Jeep was tied with Audi at 79, Dodge came in at 78, and Acura was at 77.

Chrysler fell two points since 2013 but was still three points higher than in 2012. Dodge fell by one point since 2013 and by three since 2012. Jeep fell one point since 2013 and four points since 2012, but is still above most years since 1995.

Lincoln and Volvo were not measured, leaving Acura at the bottom of the charts. Ram was not reported and might have been included with Dodge; GMC was reported separately.

The average score was 82. The ACSI did not report  on standard deviations or the gap needed for a statistically significant finding; it may be that most of the brands were not significantly different in satisfaction. This year’s findings were relatively positive for domestic brands, which came in with imports.

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