Young car buyers drive technology: Tesla and Lexus tie for high scores in luxury cars

News on August 23, a new study shows that Tesla has achieved outstanding performance tied with Lexus among luxury car manufacturers, becoming the leader in customer satisfaction.

The American Customer Satisfaction Index (ACSI) is a national standard for evaluating the quality of goods and services. It was developed by the University of Michigan and is used to track customer satisfaction of more than 400 large American companies. According to the 2023 U.S. Auto Industry Research Report released by ACSI, Tesla achieved a high score of 83 among luxury car manufacturers, tied for the lead with Lexus.

Last year, Lexus's satisfaction score was 84 points, while this year it dropped slightly to 83 points. At the same time, Tesla achieved a significant improvement from 79 points to 83 points, and tied with Lexus for first place.

According to the editor’s understanding, the report also pointed out that young buyers are more willing to purchase luxury cars, and their demand for automotive technology has gradually become an important factor in car purchase decisions. ACSI's survey said: "For these young car buyers, technology factors are crucial." In this regard, luxury cars performed well, receiving a high score of 83 points, while the satisfaction score of ordinary Volkswagen vehicles was 78 points .

The overall satisfaction of young car buyers is also higher than that of other car buyers. Young people aged 26 to 41 were 5 percentage points more satisfied with luxury cars, reaching 82 points, compared with 77 points for non-luxury cars.

Industrywide, customer satisfaction in the U.S. auto industry rose 3 percentage points in 2023 to 79 points. Forrest, associate professor of marketing and research director emeritus of ACSI, Michigan State University Morgeson said: "Despite rising interest rates, consumer demand for car purchases remains strong, and satisfaction across the industry has returned to pre-epidemic levels. The weakening of supply chain issues and the recovery of vehicle inventory have also provided support for the improvement of the driving experience. This is a positive sign for automakers and sales figures in the second half of the year.” Experian earlier this year.

Taken together, Tesla and, alongside it, Lexus have achieved remarkable results in customer satisfaction. As the importance of technology continues to rise among young car buyers, automakers' efforts to provide innovative technology and a great driving experience will continue to play an important role in the future.

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