Budget Car Owners Report Higher Satisfaction Than Luxury Buyers, Study Shows
The 2017 Auto Express Driver Power survey found Skoda and Kia owners reported higher satisfaction than many luxury brand drivers, with mainstream models topping the rankings.
Mainstream brands topped the 2017 Auto Express Driver Power survey, with owners of Skoda, Kia and Toyota models reporting greater satisfaction than those driving luxury badges. The annual survey, which collected responses from around 70,000 UK new car owners, found the Skoda Superb led the field with a satisfaction score of 93.4 percent.
The Skoda Yeti followed closely behind at 93.3 percent, just ahead of the Lexus RX, which was the only premium-branded car in the top five, scoring 93.1 percent. The Toyota RAV4 matched the RX, while the Kia cee'd completed the top five with 93 percent. These results suggest that owners of well-equipped mainstream models often feel more satisfied than those who have spent more on a luxury badge.
Mainstream models lead satisfaction rankings
Of the 75 models ranked, only one luxury brand made it into the top five, with Lexus RX sharing third place. The rest of the top performers came from brands with reputations for value, reliability and practicality. Skoda’s strong showing, with both the Superb and the now-discontinued Yeti at the top, reinforces the Czech brand’s position as a favourite among UK buyers looking for quality without the premium price tag.
Kia’s cee’d and Toyota’s RAV4 also outscored rivals from more expensive marques. The survey measured satisfaction across nine categories, including reliability, running costs, comfort and handling. Owners of budget brands consistently rated their cars highly for value and low running costs, which may explain the strong results for these models.
Luxury brands struggle to match owner happiness
Premium brands were largely absent from the top of the table. The findings suggest that higher purchase prices and running costs do not guarantee a happier ownership experience. While Lexus RX performed well, other luxury models failed to reach the same levels of satisfaction as mainstream competitors.
- Skoda Superb: 93.4%
- Skoda Yeti: 93.3%
- Lexus RX: 93.1%
- Toyota RAV4: 93.1%
- Kia cee'd: 93.0%
At the bottom of the rankings were models such as the Volkswagen up!, Audi A1, Citroën C4 Cactus, Ford Mondeo and Citroën C1. The average satisfaction score across all models was 89.5 percent, indicating that most owners were content, but the difference between the top and bottom performers was noticeable.
