The annual 2024 American Customer Satisfaction Index (ACSI) Automobile Study examines how satisfied individual customers are with automakers. In the latest rendition of the study, Cadillac earned a high enough score to slot in third among luxury brands.
This year, the ACSI Automobile Study collected responses from 12,173 customers who were randomly selected to fill out a survey via email between July 2023 and July 2024. Specifically, the surveyed parties were asked to evaluate recent experiences with automakers. The automakers were then graded on a 100-point scale, with a higher score demonstrating a higher level of customer satisfaction.
Cadillac earned a score of 82, unchanged from the year-ago study, but that score was high enough to rank the luxury marque third place in the luxury segment. In fact, it just barely underperformed the frontrunners in the segment. Mercedes-Benz and Tesla, ranked first and second, each scored 83 points. Cadillac also tied with Lexus, which earned 82 points, while outperforming Audi with 80 points, BMW and Lincoln with 79 points each, while Acura rounded out the segment with 77 points.
The study revealed that customer satisfaction with luxury nameplates remained nearly flat on a year-over-year basis. However, luxury owners did report a slight decrease in satisfaction with mobile app reliability as well as comfort, which both decreased by one percent. Additionally, the gap between hybrid electric vehicles and battery electric vehicles is narrower in the luxury space than it is with mass market brands, which is in part due to Tesla’s success in the segment. Fuel economy was cited as the area in which the luxury segment scored the lowest with 80 points, while quality of the mobile app earned 86 points, the highest of any area despite its slight decrease.
Industrywide, customer satisfaction stayed unchanged from the prior year. Mass-market brands averaged 79 points, while luxury brands averaged 80 points.
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