U.S. Automotive Financing Satisfaction Study
Understand What Drives Satisfaction Across the Entire Auto Financing Journey
The Automotive Financing Satisfaction Study measures satisfaction among consumers with active auto loans or leases across the largest lenders in the U.S. It evaluates the full financing lifecycle—from application and onboarding to servicing and lease-end—revealing what most influences loyalty, defection, and long-term brand preference.
What the Study Measures
A Complete Benchmark of the Auto Finance Customer Experience
Evaluates customer experience across four core dimensions:
• Information / Content
• Navigation
• Speed
• Visual Appeal
Tracks:
• Application experience
• Onboarding and account setup
• Digital and human servicing interactions
• Lease-end or loan payoff experience
Includes:
• Customized executive presentation and strategy session with data-driven recommendations.
• Performance dashboard benchmarking brand performance across indices, dimensions, and KPIs.
• In-year wave reporting tracking performance trends across key measures.
• Annual rankings and licensing opportunities
How It Works
How the Automotive Financing Satisfaction Study Works
• Combines transactional feedback with perception data across the full financing lifecycle
• Captures experiences from application and onboarding through servicing and payoff
• Segments results by lender type, product type, and borrower profile
• Tracks satisfaction, loyalty, and defection trends over time
Core Strengths
Uncover Drivers, Strengthen Retention
• Benchmarks satisfaction, loyalty, and NPS to identify retention drivers
• Evaluates digital and servicing friction across the loan lifecycle
• Identifies borrower decision drivers and switching behavior
• Reduces cost-to-serve by uncovering operational pain points
• Tracks evolving expectations and digital adoption trends
Business Impact
Reduce Defection, Improve Retention
• Benchmarks satisfaction, loyalty, and NPS to identify retention drivers
• Evaluates digital and servicing friction across the loan lifecycle
I• dentifies borrower decision drivers and switching behavior
• Reduces cost-to-serve by uncovering operational pain points
• Tracks evolving expectations and digital adoption trends
Key Dates
2026
Field Start: September 2025Wave 1-2
Publish: July 9, 2026
Wave 3 Publish: November 5, 2026
Press Release: November 12, 2026
Press Release & Award Information
JD Power will issue a national press release featuring key findings, trends, and brand rankings from the study. Only brands that meet JD Power’s research criteria will be ranked. Brands that rank highest in their segment and meet award criteria may promote their award through the JD Power licensing program—available exclusively to study subscribers.
Profiled Brands
2025 U.S. Mass Market Profiled Brands
Ally Financial
Bank of America
Capital One Auto Finance
Chase Automotive Finance
Chrysler Capital
Fifth Third Bank
Ford Credit
GM Financial
Honda Financial Services
Huntington National Bank
Hyundai Motor Finance
Kia Finance America
Mazda Financial Services
Navy Federal Credit Union*
NMAC
PNC Bank
Santander Auto Finance
Toyota Finance
TD Auto Finance
Toyota Financial Services
Truist
USAA*
Volkswagen Financial Services
Wells Fargo Auto
*Profiled but not ranked
Who should use it
Designed for Auto Finance Leaders Focused on Satisfaction and Renewal
• CX and operations executives
• Captive finance marketing teams
• Product managers and journey analysts
• C-suite and strategy leaders reporting customer health to investors and boards
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
