Changing value propositions hit satisfaction scores

US drivers are growing increasingly dissatisfied with their new vehicles. The latest American Customer Satisfaction Index (ACSI) for 2014 recorded the second consecutive year-on-year drop in overall satisfaction with automotive brands. Total satisfaction slipped 1.2% to 82 on a scale of 100. Automotive World spoke with ACSI's Director of Research Forrest Morgeson on the forces at work behind the figures.