Ford Ranked Midpack In 2025 American Customer Satisfaction Study

Each year, the American Customer Satisfaction Index (ACSI) seeks to measure customer satisfaction benchmarks for the entire automotive industry, using consumer opinions about critical elements of the customer experience to do so. In the 2024 version of that study, Ford ranked eighth among all mass market auto brands with a score of 79, behind Subaru, Toyota, Honda, Mazda, Buick, Kia, and Chevrolet, improving its score by two points or three percent versus 2023. Now, the 2025 ACSI study reveals that Ford slipped just a bit over the past year.

In the 2025 ACSI study, Ford wound up with a score of 78, which is one point worse than 2024, but enough to rank it further down the list when it comes to mass market nameplates – behind Subuaru, Mazda, Toyota, Buick, GMC, Honda, Hyundai, and Chevrolet, in fact. Ford managed to beat out a few rivals, however, including Nissan, Volkswagen, Kia, Jeep, Dodge, Chrysler, and Ram, though it finished just below the overall segment average of 79 points.

As for the overall U.S. automotive industry, its score was down one percent year-over-year, though first-place mass market brand Subaru gained two percent versus 2024 to claim sole possession of the top spot. Lexus topped all brands, regardless of segment, with a score of 87 – six percent higher than 2024 – giving it a commanding lead over second-place premium brand Mercedes-Benz at 82. These ACSI results are based on surveys conducted over a 12-month period ending in June 2025, with scores reported on a scale of 0 to 100.

The auto industry experienced a two percent gain in sales last year, reaching its highest point since 2019, but there are several risks involved when it comes to achieving customer satisfaction moving forward, according to ACSI. Those include ever-increasing average monthly payments, high interest rates, reliability, and uncertainties pertaining to tariffs, which could wind up impacting sales at some point. Thus, ACSI notes that the ability for automakers to compete in terms of quality and value will be key to achieving high customer satisfaction and retention in the short term.