2025 U.S. Automotive Financing Satisfaction Study Findings

This report presents the findings of the 2025 U.S. Automotive Financing Satisfaction Study conducted by J.D. Power. The study reveals that affordability challenges are significantly impacting customer satisfaction among auto finance customers, with nearly one-third categorized as financially vulnerable. The report indicates that customer satisfaction varies greatly based on financial health, with financially healthy borrowers reporting a satisfaction score of 743, while those categorized as financially vulnerable score only 593. The study emphasizes the importance of education and onboarding at dealerships, noting that financially healthy customers are more likely to receive adequate orientation during the purchasing process. Additionally, it highlights the payment challenges faced by financially vulnerable customers, who are more likely to encounter issues with their bill payment methods. The study's rankings show BMW Financial Services, Lincoln Automotive Financial Services, and Mercedes-Benz Financial Services leading in customer satisfaction among premium lenders, while Ford Credit ranks highest among mass market lenders.