NPS Benchmarks 2026
Automotive NPS captures satisfaction with both the vehicle and the ownership experience, including dealership service, reliability, and resale value. Electric vehicle manufacturers are disrupting traditional NPS patterns with direct-to-consumer models.
39
Good
64
Top 25% score
12
Bottom 25% score
Showing average NPS scores. Higher is better. Scale: -100 to 100.
Tesla's industry-leading NPS comes from its direct sales model, over-the-air updates, and the evangelical enthusiasm of early EV adopters, though scores have moderated as the customer base broadens.
The dealership experience accounts for 40% of automotive NPS variance. Brands with the same vehicle quality but better dealership experiences score 15-20 points higher.
Vehicle reliability within the first 3 years is the strongest long-term NPS predictor. Brands with fewer recalls and warranty claims maintain higher NPS over time.
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See how your automotive business stacks up against these benchmarks. Use our free NPS calculator to compute your score instantly.
Try the NPS CalculatorA good NPS score for automotive is anything above the industry average of 39. This puts you ahead of most competitors and indicates a healthy level of customer satisfaction. Scores in the top quartile (64+) are considered excellent and suggest strong customer loyalty that drives organic growth through referrals.
Keep in mind that NPS varies significantly within automotive depending on company size, market segment, and geography. The most meaningful benchmark is your own trend over time. A company consistently improving its NPS is in a stronger position than one with a high but declining score.
Improving NPS in the automotive industry starts with understanding what drives satisfaction for your specific customers. Here are actionable strategies:
A good NPS for automotive is above 39, the industry average. Tesla leads with exceptionally high scores, though these are partly driven by brand enthusiasm. Traditional leaders like Toyota (58) and Honda (52) maintain strong scores through reliability. Luxury brands range widely from 40-65.
Tesla's high NPS is driven by its direct-to-consumer sales model (avoiding dealership friction), continuous over-the-air vehicle improvements, strong brand mission alignment with sustainability, and the novelty factor of EV ownership. Early adopter enthusiasm also plays a role.
Eliminate high-pressure sales tactics, be transparent about pricing, reduce wait times for service, provide loaner vehicles or rideshare credits during service, follow up after purchases and service visits, and train staff to be product experts rather than just salespeople.
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