Customer satisfaction with dealer service has shown resilience for a second consecutive year, according to the J.D. Power 2025 U.S. Customer Service Index Study. However, challenges such as lengthy wait times for appointments, issues with communication, and problems with repairs continue to hinder improvements in the industry. The average wait time for appointments has increased compared to data from 2018 to 2022, and only shows slight improvement over the previous two years. Addressing these issues may enhance service satisfaction and foster greater customer loyalty towards dealerships.
John Tenerovich, director of automotive retail at J.D. Power, noted, “While it’s no surprise that customers gravitate to operations that serve them well, the study clearly shows that good service leads to loyal customers.” This trend applies across various service types, including oil changes and repairs. Complimentary maintenance programs have been effective in retaining customers, yet the likelihood of returning for paid services is closely tied to the quality of service experienced.
The study highlights that satisfaction levels among owners of electrified vehicles, including battery-electric and plug-in hybrid models, remain significantly lower than those of internal combustion engine vehicle owners. Specifically, satisfaction among mass market battery-electric vehicle owners is 51 points lower than that of their internal combustion engine counterparts, while premium battery-electric vehicle owners report 57 points lower satisfaction compared to premium internal combustion engine vehicle owners. A shortage of trained technicians for electric vehicles is a contributing factor to this disparity.
Additional findings from the 2025 study include that 12 percent of repairs are not completed correctly on the first attempt. Common complaints include unresolved issues and unavailability of necessary parts. Among those whose repairs were not completed correctly, only half indicated they would return to the dealership, with a small percentage opting for aftermarket service facilities instead.
Combining maintenance work with recall services has been shown to improve customer satisfaction. For instance, satisfaction scores for mass market vehicle owners rise from an average of 829 for recall services alone to 858 when combined with an oil change.
Effective communication is also crucial for a satisfactory service experience. The study identified four key performance indicators related to communication, including focusing on customer needs and keeping customers informed about service status. However, greeting customers promptly upon arrival was the least frequently executed practice.
Trust in service personnel varies across generations. While older generations, particularly Baby Boomers, express a high level of trust in dealership service, younger generations, including Gen Z, show significantly lower trust levels.
In terms of brand performance, Porsche ranks highest in satisfaction among premium brands, followed by Lexus and Cadillac. For mass market brands, Subaru leads, with MINI and Honda following. The study also ranks brands in various segments, such as trucks and SUVs, with Chevrolet and Subaru respectively leading their categories.
The U.S. Customer Service Index Study, now in its 45th year, has been redesigned for 2025 to include repair data from individual dealership transactions, providing more detailed insights into service quality and customer retention. The study measures satisfaction among owners and lessees of one- to three-year-old vehicles and ranks brands based on service experience and repair data. The latest study is based on responses from over 55,000 verified vehicle owners and was conducted between July and December 2024.
