U.S. consumer contentment with new cars fell in the latest American Customer Satisfaction Index survey for the segment. Researchers pointed to the rising cost of buying autos as a key to the lower scores.

The index fell 1% to 79 on a 100-point scale. By segment, luxury dipped by the same amount to 80, while the mass-market segment held steady at 79.

The study’s authors said luxury auto consumers, despite their resources, are “becoming more price sensitive. Therefore, in this economic climate, the ability to compete on both quality and value will be critical to retention and customer satisfaction.”

Market analysts have noted that the luxury segment has been helping prop up auto sales in the face of price inflation and many consumers’ affordability challenges from overall inflation and high interest rates.

“Automakers are navigating a market where innovation and practicality collide,” said index Director of Research Emeritus Forrest Morgeson, an associate professor of marketing at Michigan State University. 

“Customers expect advanced technology and efficiency, but they’re also scrutinizing every dollar spent. The brands that thrive will be those that can deliver meaningful improvements without losing sight of what matters most to drivers right now.”

Some brands are rising to the challenge more successfully than others, based on results of the email poll, which drew responses from nearly 10,000 consumers between July 2024 and this past June.

For the luxury consumers, satisfaction surged with Lexus’ 6% jump to a score of 87, surpassing Mercedes, which fell 1% to 82. Tesla and Cadillac also fell 1% to tie for third place. The study pointed to Lexus’ focus on hybrids, its overall electrified model sales up 13% year-over-year in the first quarter. 

Subaru topped mass-market automakers with a 2% satisfaction increase to a score of 85. Tying for second place are Mazda, up 1%, and Toyota, down 1%, at 82, followed by Buick – up 1%, GMC – up 3%, and Honda – down 1%, in a three-way tie for third place with a score of 81.

The study indicates Subaru’s safety and dependability stature has grown its sales in the past several years and that it looks to build on the gains this year with various model upgrades.

Among evaluated auto metrics, driving performance and mobile application quality scored highest at 84, though both fell in satisfaction ratings. And two metrics added to the study scored lowest – driving distance between fueling or charging and expected resale or trade-in value – both scoring 73.