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Lexus and Nissan Achieve Top Rankings in 2025 J.D. Power Customer Satisfaction

J.D. Power Japan, recognized internationally for its expertise in customer satisfaction surveys and consulting, has released the results of the 2025 Japan Automotive Service Customer Satisfaction Index (CSI) survey. In a highly competitive landscape, Lexus topped the luxury brand segment, while Nissan led the mass-market domestic brands. The overall average satisfaction score for this year was 723 points (out of 1,000), showcasing a slight decline of 2 points compared to the previous year.

When examining the average satisfaction scores based on various factors, notable areas include: "Facility and Support" scoring 723 points, followed closely by "Appointment/Entry" and "Service Quality/Delivery," each at 722 points.

Key Insights from the 2025 Survey

This year’s survey emphasizes the growing importance of utilizing websites for appointment bookings, especially given the backdrop of labor shortages across various sectors, including automotive dealerships. These shortages pose significant challenges in hiring sales and service personnel. However, advancements in digital transformation (DX) are primarily focused on enhancing operational efficiency and service quality through centralized management of vehicle usage history, online maintenance support, and AI-driven fault diagnosis.

For instance, the methods employed by customers when making service appointments were investigated. 20% of respondents used the dealer's website reservation form, up by three percentage points from the previous year. When examining the satisfaction level linked to different booking methods, those who utilized the website reported an average satisfaction score of 732 points, surpassing the general average by 10 points. Despite this positive trend, traditional methods remain prominent, with 33% of customers preferring to book appointments via phone through a dealership representative, a method that continues to yield a high satisfaction score of 748 points.

Appointment Timing and Preferences

A comparison of preferred appointment timings versus actual bookings revealed that only 46% of respondents succeeded in securing their first-choice appointment slot. It was noted that, although website bookings achieved a 54% success rate for preferred timing, almost half of the customers still did not get their desired schedule. Expectations for automotive brands and dealers were also gathered, revealing that 23% of customers express a desire for online booking options to enhance convenience.

Optimizing Operations and Customer Interaction

The efficiency of in-store operations remains a crucial factor for customer satisfaction. Efficiently conducting vehicle inspections and repairs, while effectively communicating the details to customers, is essential for maintaining high satisfaction levels. The survey indicated that 36% of customers received service explanations from mechanics, followed by sales representatives at 29% and service advisors at 28%. At delivery, the mechanics were responsible for 55% of the explanations, indicating that they play a central role in customer interaction.

Despite the increasing complexity of vehicle services and repairs, dealerships face ongoing challenges in staffing. The reliance on traditional operational structures may hinder the ability to meet customer satisfaction effectively. There is a clear need for improvements in operational efficiency that adheres to the demands of a limited workforce.

Satisfaction Rankings of Japanese Brands

In the 2025 J.D. Power customer satisfaction survey, the rankings were as follows:

Luxury Brands (5 brands evaluated)
1. Lexus (804 points) — Recognized for superior scores in "Facility & Support" and "Service Quality/Delivery".
2. Volvo (796 points)
3. BMW (792 points)

Mass-Market Domestic Brands (8 brands evaluated)
1. Nissan (734 points) — Notable for high scores in "Facility & Support" and "Appointment/Entry".
2. Honda (732 points)
3. Mazda (723 points)

Overview of the J.D. Power 2025 CSI Survey

This annual survey targets users who have acquired a new vehicle and have utilized after-sales service at a manufacturer’s authorized dealer within the past year, specifically between 14 to 49 months post-purchase. Conducted from May to June 2025, the study received responses from 8,310 participants. By analyzing factors affecting overall customer satisfaction, notable areas were identified: "Facility & Support" (35% impact), "Service Quality/Delivery" (34%), and "Appointment/Entry" (31%).

For further details and methodologies related to the J.D. Power survey, visit J.D. Power Japan.

About J.D. Power

Founded in the United States, J.D. Power operates as an international marketing research company specializing in consumer insights. Utilizing big data, artificial intelligence, and algorithm modeling, the company has been instrumental in providing sharp industry intelligence over the past five decades. With a presence in North America, Europe, and the Asia-Pacific, J.D. Power is a trusted advisor for major companies in various industries regarding customer interaction strategies.

Explore more about J.D. Power at J.D. Power Japan.

J.D. Power's awards showcase those brands, products, and services that have received exceptional customer feedback. Since awarding its first trophy in 1989 to Acura, J.D. Power has continued to recognize quality and satisfaction across various industries globally.

Note: Ensure to cite the J.D. Power customer satisfaction survey when referencing charts or data from this article.