What's Happening?
Nissan has been ranked 23rd out of 26 automakers in Consumer Reports' 2025 Annual Auto Surveys, which assess owner satisfaction. Despite achieving high marks in J.D. Power's 2025 U.S. Initial Quality Study,
where Nissan ranked second overall, the brand struggles with long-term owner satisfaction. The survey revealed that 53% of Nissan owners would not purchase the same vehicle again, a figure only slightly better than Jeep, which ranked last. In contrast, other Japanese automakers like Toyota and Honda scored significantly higher in owner satisfaction, ranking 8th and 9th respectively. The survey results are based on feedback from owners of vehicles from model years 2023 to 2025, with some 2026 models included.
Why It's Important?
The disparity between Nissan's initial quality and long-term owner satisfaction highlights a critical challenge for the automaker. While initial quality is crucial for attracting buyers, long-term satisfaction is essential for customer retention and brand loyalty. Nissan's low satisfaction ranking could impact its market share and brand reputation, especially as competitors like Toyota and Honda continue to excel in both initial quality and owner satisfaction. This situation underscores the importance of addressing customer concerns beyond the initial purchase phase to ensure repeat business and positive word-of-mouth.
