In spite of an overall decline in satisfaction, the survey reveals some positive findings for electric vehicles. Notably, for the second year in a row, battery-electric vehicle owners expressed higher satisfaction with fuel economy compared to owners of internal combustion engine vehicles. Battery-electric vehicles received a satisfaction rating of 797, while combustion engine vehicles scored 758.
Furthermore, the survey indicates that electric vehicles, as a whole, are closing the satisfaction gap with gasoline-powered vehicles. The difference between the two categories is now only three points, with gasoline-powered vehicles scoring 843 and battery-electric vehicles (excluding Tesla) scoring 840.
Among all categories in the survey, the satisfaction level with vehicle exteriors experienced the largest decline. This year, satisfaction decreased from 894 to 888 compared to the previous year.
“The six-point decrease in satisfaction with exteriors is concerning because it suggests that the designs currently available are not resonating with customers as strongly as they have in the past,” said Hanley, emphasizing that exteriors leave the first impression on prospective drivers.
Hanley also deduced from the survey results that despite the wealth of data collected by automakers, they still struggle to understand customer preferences. He used infotainment as an example, citing the development of advanced native infotainment centers by companies like Mercedes-Benz and Volkswagen. However, less than half of vehicle owners expressed interest in using built-in infotainment centers for phone calls, voice recognition, and navigation.
Even Tesla, the emerging brand, did not escape unscathed this year. Its overall satisfaction rating dropped by nine points to 843, potentially due to more mainstream buyers joining the initial enthusiastic early adopters.
As automakers seek to maintain profit gains achieved during the pandemic and explore new revenue streams such as subscription software, they must proceed cautiously to avoid further alienating dissatisfied drivers. According to the survey, consumers’ reluctance to adopt paid mobile applications from automakers might be an indication of their sentiment towards future features.
“Given that customers are not willing to pay for apps, it’s likely that the sentiment will carry over to other features,” Hanley predicted.
The study involved surveying 84,555 owners of new vehicles from the 2023 model year between February and May 2023.
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Omprakash Tiwary is a business writer who delves into the intricacies of the corporate world. With a focus on finance and economic landscape. He offers readers valuable insights into market trends, entrepreneurship, and economic developments.
