Peter Lyon
November 16, 2025
Buick surprised many industry pundits with its top spot—again—in the latest 2025 J.D. Power U.S. Sales Satisfaction Index (SSI) Study with 827 points. With 823, Subaru of America, Inc. (SOA) meanwhile ranked in the number 2 spot. Ranked #1 mainstream brand for dependability in the JD Power Vehicle Dependability Study, with 143 problems per 100 vehicles, compared to the industry average of 202. It was the brand’s second straight year in the No 1 position.
Jeff Walters, President and COO, Subaru: “Our No 2 ranking reflects the strong connection we have with our retailers, and the dedication behind initiatives like the Subaru Love-Encore™ vehicle delivery program.”
Now in its 40th year, the J.D. Power U.S. Sales Satisfaction Index (SSI) Study provides a detailed analysis of the new-vehicle purchase experience from a customer perspective. The study measures dealership performance across key elements of the sales journey, including the shopping process, product presentation, price negotiation, financing and insurance, and final vehicle delivery. All feedback is gathered directly from customers about their experiences, expectations, and needs.
The 2025 study, conducted from July through September 2025, reflects feedback from 32,616 buyers who purchased or leased a new vehicle between March and May 2025.
Now in its 40th year, the U.S. Sales Satisfaction Index (SSI) Study measures customer satisfaction with the sales experience among new-vehicle buyers and rejecters. The study is a comprehensive analysis of the new-vehicle purchase experience and satisfaction with the selling dealer (satisfaction among buyers). The study also measures satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling dealership (satisfaction among those who shopped a dealership but purchased elsewhere). Buyer satisfaction is based on six factors (in order of importance): delivery process; dealer personnel; working out the deal; paperwork completion; dealership facility; and dealership website. Rejecter satisfaction is based on five factors: salesperson, price, facility, variety of inventory, and negotiation.
CARLIST THOUGHTS
J.D. Power is a global leader in automotive data and analytics, and provides industry intelligence, consumer insights, and advisory solutions to the automotive industry and selected non-automotive industries. J.D. Power leverages its extensive proprietary datasets and software capabilities, combined with advanced analytics and artificial intelligence tools to help its clients optimize business performance.
