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You Say Subaru Tops Toyota And Honda In The New-Vehicle Purchase Experience

Subaru customers are more satisfied with their new Outback, Forester, Crosstrek, and Ascent purchase experience than many other brands, and top larger rivals Toyota and Honda. See why car shoppers are happier with Subaru.


If you have purchased a new car recently, what was your overall purchase experience like? If it was positive, you will be more likely to buy that brand again and be a loyal customer. If not, you are going to tell everyone you know to avoid that dealer. In the J.D. Power Sales Satisfaction Index study, they found Subaru customers purchasing a 2020 Subaru Outback, Forester, Crosstrek, or Ascent, are happy with the overall car buying experience.

Subaru ranked ahead of Japanese rivals Toyota, Honda, Nissan, and Mazda. Buick scores number one in the J.D. Power study followed by GMC, MINI, Chevrolet, Volkswagen, Subaru, Ford, Honda, Nissan, and Toyota to fill out the top ten mass-market automakers. Porsche ranks number one among all Luxury brands. What does it mean for car shoppers?

Subaru showroom experience

The J.D. Power study measures the new-vehicle purchase experience that starts with the brand’s website as many shoppers are checking out cars and doing research online before they even visit the dealer showroom. The study finds nearly one in four shoppers who don’t buy, reject the dealer before they even speak with a sales consultant.

Subaru is one of the smallest Japanese automakers, but being bigger isn’t always better. Subaru customers seem to be having a better new-vehicle purchase experience than at larger automakers like Toyota and Honda. When a customer does walk into a Subaru showroom they may be getting a more personalized buying experience because of the size of the dealer.

Dealer delivery is important

Once you do make the purchase, delivery is also very important. Subaru customers may be receiving a more personalized explanation and demonstration of the vehicle’s technology features when taking delivery at their dealership. Subaru’s EyeSight driver assist safety system requires a thorough demonstration and dealers are likely doing a better review of a vehicle’s safety features and functions.

When you drive off the lot in your new 2020 Subaru Outback, Forester, Crosstrek, or Ascent, you don’t want to have any questions about your new car’s high-tech features. If the salesman or women are more concerned with the next sale, the delivery process will be rushed and you won’t have a good buying experience. Customers say Subaru is doing a better job than larger rivals Toyota and Honda.

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Denis Flierl has invested nearly 30 years in the automotive industry in a variety of roles. All of his reports are archived on our Subaru page. Follow Denis on FacebookTwitterInstagramSubaru Report. Check back tomorrow for more Subaru news and updates!

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Photo credit: Subaru DR, Timmons Subaru