Tesla is not Americans’ favorite automaker

Tesla is losing the hearts of the American public to Rivian. It’s hard to tell how much Elon Musk’s shadow influences this observation.

Consumer Reports just published the results of its latest owner satisfaction survey, placing Rivian at the top for the second consecutive year, far ahead of Tesla. This remarkable success is all the more impressive considering Rivian is a relatively young brand founded in 2009. Since then, it has established itself with two vehicles whose dimensions match their ambitious goals: the R1T pickup and the R1S SUV. Supported by Amazon and Ford, the brand embodies a forward-looking future of sustainable mobility. It recently partnered with Volkswagen to accelerate its development and strengthen its industrial footprint… unless Volkswagen is the big winner of this alliance, according to the survey!

With 86% of its owners stating they would buy a Rivian again, the brand clearly surpasses its competitors. It leads a prestigious trio composed of BMW, Tesla, and Porsche. Tesla, which ranks third, is improving in the standings but has lost two points in satisfaction compared to the previous year. It’s obvious that one factor influences the perception of Tesla: Elon Musk’s controversial personality, which seems to tarnish the brand’s image despite the quality of its vehicles. This contrast is notable, especially since Rivian is gaining popularity through an innovative approach and exemplary customer service.

A customer-focused strategy centered on satisfaction

Consumer Reports highlights that manufacturers with limited ranges, like Rivian, have an advantage because they concentrate their efforts on a straightforward and consistent experience. Conversely, brands with broader ranges, such as Volkswagen or Mercedes, struggle to uniformly satisfy their customers, as some cars are less well-received than others.

The ranking places Stellantis in a poor position with three of its brands (including Jeep) at the bottom of the table, while Volkswagen, Mercedes, and Nissan are among the losers. Consumer Reports based this ranking on feedback from over 300,000 owners, where vehicle reliability is less decisive than the overall quality of the customer experience.

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