Yes, dealers have put a lot of time and money into upgrading the car-buying experience. Digital retailing tools are now standard, sales processes are more transparent than they were a decade ago and many dealerships make ongoing staff training a priority.

But new studies show there is still plenty of dissatisfaction out there. Although some pain points are standard, some regions carry greater dissatisfaction in key areas than others.

The 2025 J.D. Power Customer Service Index Study gives a bird’s-eye view of the complaints. Analysts surveyed 740 new-vehicle buyers and 350 used-vehicle buyers about purchases from franchise dealers during the past 12 months. The analysts also included responses from 256 franchise dealers about customer satisfaction and business outcomes.

J.D. Power survey respondents say the single biggest source of frustration revolves around waiting: waiting for an appointment, waiting for repairs, waiting to get back on the road. To make matters worse, about 12% of repairs are not fixed right the first time. That often comes down to parts shortages or incomplete work, but either way, the customer is disappointed.

Electric-vehicle owners voice even sharper complaints. Their satisfaction scores trail those of gasoline-vehicle owners by more than 50 points. The reason is simple: There just are not enough technicians and staff who are fully trained to service EVs.

Other frustrations highlighted in the J.D. Power report include selecting/purchasing finance and insurance (F&I) products, determining affordability and finalizing the deal terms. Getting a trade-in offer and applying for, and finalizing, financing were ranked equally low.

“While the car buying experience is not yet a perfect science, dealers will want to focus on areas where buyer needs are not being fully met to create a less stressful, more convenient sales process that is tailored to their customers,” Lori Wittman, president of retail solutions at Cox Automotive, says in a press release. “To alleviate these negative feelings, dealers can provide accurate appraisals, clear F&I product transparency and personalized recommendations.”

A Deeper Look at Dealer Missteps

But as those with deep knowledge of automotive retail know, the concerns from the J.D. Power study, while critical, do not give the full story about missteps leading to poor customer satisfaction scores.

Pricing practices: A CoPilot study found that the average vehicle buyer pays an extra $640 in hidden fees. Multiply that across the industry and it adds up to nearly $12 billion a year in unexpected costs. Not surprisingly, regulators are acting.

Although the Federal Trade Commission’s CARS Rule (Combating Auto Retail Scams) intended to ban hidden fees and force mandatory disclosure – like the protections in many state laws – was struck down by the Fifth Circuit in early 2025 on procedural grounds, that does not shield dealerships from enforcement. Existing standards under Section 5 of the FTC Act continue to apply, barring deceptive or unfair practices.

And action is being taken. The FTC reports that in Illinois, Leader Automotive agreed to a $20 million settlement over allegations of deceptive add-ons. In Maryland and Virginia, Lindsay Automotive is fighting charges that nearly nine out of 10 buyers paid more than the advertised price. These cases illustrate the gap between the deals customers think they are getting and what shows up in the final paperwork.

The national data is of interest, but industry reports also show regional failings:

• South: Florida and Texas top the charts for finance complaints, with more than 3,800 combined in 2024. Regulators in Texas even charged some stores with pushing add-ons that were more expensive for minority customers, according to reports from the FTC and Consumer Financial Protection Bureau (CFPB).
• West: California dealers faced a $650,000 settlement with multiple district attorneys over delayed title and registration work, according to the Orange County District Attorney’s Office. That may sound procedural, but to a customer stuck waiting for paperwork, it is a real source of frustration.
• Northeast / Mid-Atlantic: New York ranks high for auto-related complaints, according to the New York Attorney General’s Office. Maryland and Virginia dealers are in court over hidden fees and pricing discrepancies, according to the FTC. The Lindsay case is just one example.
• Midwest: Illinois recorded nearly 800 finance complaints and one of the largest settlements to date $20 million tied to add-ons and deceptive ads, according to the Illinois Attorney General’s Office. Ohio added more than 600 complaints of its own, according to the CFPB and FTC.

Auto sales and service remain the top consumer complaints in the U.S. To overcome that, J.D. Power analysts say dealerships need to offer transparent pricing, customer education and digital retailing tools, including those that lessen wait times.