According to the latest J.D. Power APEAL study, Subaru has reached a new low in terms of customer satisfaction. This could have significant implications for the Japanese automaker's reputation and owner loyalty.

The study, which measures the emotional attachment and excitement of owners with their vehicles in the first 90 days of ownership, revealed that new Subaru models did not perform well in customer satisfaction. Subaru received a score of 828 out of 1,000 points, placing them second to last among mainstream automakers evaluated. Mitsubishi was the only brand that scored lower, with 821 points.

The overall satisfaction among all car brands increased by 2 points from the previous year, reaching a score of 847. Mini topped the mass-market brands with a score of 858, followed by Ram and Kia with scores of 854 and 853, respectively.

Although the study does not specifically highlight Subaru's deficiencies, it is speculated that the company's infotainment system may be a major factor. J.D. Power highlighted that infotainment remains one of the lowest-scoring categories industry-wide. Despite a slight improvement in satisfaction, there are still challenges surrounding the ease of use and navigation within the system.

Subaru has a history of struggling in the J.D. Power APEAL study, and this latest ranking adds to their ongoing challenges. In the first 90 days of ownership, customers of Subaru models such as the 2025 Outback, Crosstrek, and Forester are not overly impressed with the essential aspects that drive satisfaction, as identified by J.D. Power.

One of the key features of Subaru's new models is the Starlink 11.6-inch multimedia plus infotainment system, which includes wireless Apple CarPlay and Android Auto compatibility. However, some customers find the system difficult to navigate, requiring assistance from salespeople to understand the various settings and features.

J.D. Power's study indicates that vehicle infotainment systems across the industry are becoming increasingly complex, creating challenges for owners. The study showed that a quarter of owners find switching between audio sources to be a poor experience, while 23% attribute their frustration to the confusing menu structure.

Subaru will need to address these issues to improve their customer satisfaction ratings and strengthen their overall brand image. As feedback from owners is essential, the company encourages customers to share their thoughts on the new Starlink system's user-friendliness or complexity.

With Subaru's ranking hitting a record low in the J.D. Power APEAL study 2024, the Japanese automaker faces a significant challenge in meeting customer expectations and regaining its standing in owner satisfaction.