Tariffs Drive Early Purchases While Transparency Boosts Buyer Satisfaction, J.D. Power Reports
More than a third of new-vehicle buyers in the United States say that tariffs affected their purchase timing, according to the newly released J.D. Power 2025 U.S. Sales Satisfaction Index (SSI) StudySM. The research reveals that 36% of buyers were influenced by tariffs, with the majority choosing to purchase earlier than they had planned—a trend that underscores how economic uncertainty can accelerate consumer decision-making.
Despite market disruptions caused by tariffs and fluctuating economic conditions, overall customer satisfaction with the vehicle buying experience rose by one point in 2025 to 802 on a 1,000-point scale, signaling that dealerships are maintaining strong customer engagement through transparency and service consistency.
Satisfaction Holds Firm Amid Market Turbulence
“Satisfaction among buyers has been gradually improving over the years, including a modest increase in 2025 despite the added uncertainties that tariffs bring,” said Stewart Stropp, vice president of automotive retail at J.D. Power. “However, even in a challenging market, the fundamentals of satisfaction haven’t changed. Dealers who stay transparent during the deal, take time to educate buyers on their vehicle’s features, and maintain that connection after delivery are the ones poised to boost buyer satisfaction, ultimately leading to better customer retention and business growth.”
The 2025 SSI Study highlights that tariff-related buying pressure is not the only dynamic shaping satisfaction. Dealer communication, trade-in transparency, and post-sale engagement are all critical in determining how buyers perceive their overall purchase experience.
Key Findings from the 2025 SSI Study
1. Missed Opportunities in Feature Education
A growing number of buyers want more guidance after driving their new vehicles off the lot. Nearly one-fourth (22%) of buyers say they would like a follow-up explanation of their vehicle’s features and controls—whether through a phone call, a dealership visit, or digital tutorials.
However, 53% of those buyers never receive any such follow-up, missing a key opportunity for dealerships to strengthen long-term relationships. J.D. Power analysts emphasize that improving this touchpoint could enhance future service retention, loyalty, and customer advocacy.
2. Transparency in Trade-Ins Builds Trust
Trade-in transactions have increased in recent years due to the decline in vehicle leasing, and they now play a major role in overall satisfaction. Among buyers who traded in a vehicle, 28% said their trade-in value was lower than expected. Yet, when dealerships took time to clearly explain how the trade-in value was calculated, satisfaction scores rose dramatically.
Buyers who received a clear justification rated their satisfaction with the deal-making process at an average of 800 points, compared to just 672 points among those who were left without explanation. The study underscores that transparency is a powerful trust-builder, even when the final numbers don’t meet customer expectations.
3. Tariffs Push Import Brand Buyers to Act Sooner
Tariffs appear to have a disproportionate impact on buyers of import brands, particularly those from Japan and Europe. Among customers who said tariffs influenced their purchase decision, a striking 87%—across both premium and mass-market segments—said they bought their vehicle sooner than planned.
Additionally, about 15% of buyers in both segments reported spending more than originally intended, suggesting that tariffs not only affect timing but also overall spending behavior. Analysts note that this acceleration in purchase decisions demonstrates how external economic factors can temporarily boost sales but may also compress future demand.
Brand Rankings Reflect Consistent Leaders
The 2025 SSI Study once again identifies standout performers in both the premium and mass-market segments.
- Premium Brands:
- Porsche ranks highest for the third consecutive year, with a score of 855.
- Land Rover follows with 838 points, and Infiniti ranks third with 835.
- Mass-Market Brands:
- Buick leads the segment with a score of 827, maintaining its reputation for dealer excellence.
- Subaru ranks second at 823, and Chevrolet takes third with 821.
Segment-Level Awards
Within specific categories, the study recognizes brands that deliver the highest sales satisfaction scores among their peers:
- Premium Car: Porsche (third consecutive year)
- Premium SUV: Porsche (third consecutive year)
- Mass-Market Car: Mazda
- Mass-Market SUV: Buick (second consecutive year)
- Mass-Market Truck: Chevrolet
The full ranking charts for each category are available at www.jdpower.com/pr-id/2025147.
A 40-Year Legacy of Measuring Satisfaction
Now in its 40th year, the J.D. Power U.S. Sales Satisfaction Index (SSI) Study remains one of the industry’s most trusted benchmarks for measuring customer sentiment in the vehicle sales process.
The study provides a comprehensive analysis of both buyers and rejecters—those who shopped at a dealership but purchased elsewhere. This dual perspective gives automakers and dealers an in-depth understanding of how their sales processes compare with competitors.
Buyer satisfaction is measured across six key factors:
- Delivery process
- Dealer personnel
- Working out the deal
- Paperwork completion
- Dealership facility
- Dealership website
Rejecter satisfaction is based on five factors:
- Salesperson
- Price
- Facility
- Inventory variety
- Negotiation experience
By analyzing these elements, the SSI Study offers data-driven insights that help automakers and dealers refine their retail strategies, enhance transparency, and strengthen customer loyalty in an evolving marketplace.
The 2025 Study Methodology
The 2025 U.S. Sales Satisfaction Index (SSI) Study draws on feedback from 32,616 buyers who purchased or leased a new vehicle between March and May 2025. The survey was conducted between July and September 2025 and covers all major automotive brands and dealership types across the United States.
This large-scale analysis captures the shifting dynamics of buyer expectations amid tariff-related uncertainty, digital transformation, and ongoing changes in consumer behavior.
The Bottom Line
The 2025 J.D. Power SSI Study reinforces a clear truth in today’s auto retail market: transparency and trust remain the most powerful drivers of satisfaction, even in the face of economic uncertainty.
While tariffs have prompted many buyers to accelerate their purchases, the dealerships earning the highest satisfaction scores are those that focus on communication, education, and follow-up. By keeping buyers informed—whether about trade-in values, vehicle features, or tariff implications—dealers can turn short-term challenges into opportunities for lasting relationships.
As Stropp summarized, “The most successful dealers are the ones who see every interaction not as a transaction, but as the beginning of a long-term partnership.”
About J.D. Power
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.
J.D. Power was founded in 1968 and has offices in North America, Europe and Asia Pacific. To learn more about the company’s business offerings, visit jdpower.com/business. The J.D. Power auto-shopping tool can be found at jdpower.com.
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