Understanding customer loyalty is crucial for success, and the Net Promoter Score (NPS) is a powerful tool to measure it. NPS helps companies understand customer satisfaction and their likelihood to recommend the brand to others, offering insights into what’s working and what needs improvement.
For Nissan, a below-average NPS signals that customer loyalty might be slipping, and it’s a clear sign that the company needs to take a hard look at its customer experience. With NPS providing direct feedback on how customers feel about their vehicles and services, it’s an invaluable resource for identifying areas of improvement.
In this article, we’ll explore Nissan NPS score performance, why it matters, and how Nissan can use this feedback to enhance the customer experience and boost loyalty.
What is NPS?
NPS stands for Net Promoter Satisfaction Score. It’s a simple way to measure how happy and loyal your customers are.
You ask your customers one key question:
“On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?”
Based on their answers, customers are divided into three groups:
- Promoters (9–10): They love your brand and are likely to recommend it to others.
- Passives (7–8): They’re satisfied but not super excited. They might switch if they find a better option.
- Detractors (0–6): They’re unhappy and may share negative feedback.
To calculate NPS, you can subtract the percentage of Detractors from the percentage of Promoters.
NPS = % of Promoters − % of Detractors
The final score can range from -100 to +100. A higher NPS means more customers love what you do! It’s a quick and powerful way to understand customer satisfaction and loyalty.
Nissan NPS Performance and Breakdown
Nissan’s Net Promoter Score (NPS) sits at 19, falling below the automotive industry average of 41, as reported in QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report. This score suggests that Nissan faces challenges in building strong customer loyalty compared to some of its competitors.
Let’s take a closer look at what Nissan’s customers are really saying. This breakdown gives you a clearer picture of their likes, frustrations, and what they expect more of, directly impacting Nissan’s NPS.
- Promoters: 41%
- Passives: 37%
- Detractors: 22%
While a fair portion of customers are satisfied, the relatively high percentage of Passives and Detractors shows room for improvement. To boost loyalty and satisfaction, Nissan may need to focus more on enhancing customer experiences and addressing areas of concern more proactively.
How Does Nissan NPS Score Compare to Industry Benchmarks?
Nissan’s Net Promoter Score (NPS) of 19 is noticeably lower than the automotive industry average of 41, based on insights from QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report. This score suggests that Nissan has some ground to cover when it comes to customer loyalty and satisfaction.
While 41% of Nissan’s customers are enthusiastic enough to recommend the brand, a significant portion—37%—are neutral, and 22% are unhappy or dissatisfied. The high percentage of Passives and Detractors points to a need for stronger customer engagement and a more consistent experience.
In an industry where the customer experience can be a key differentiator, falling below the benchmark means there’s an opportunity for improvement.
Nissan could benefit from identifying common issues faced by customers and working to resolve them quickly and effectively. This might include refining the service process, improving vehicle performance, or enhancing communication and follow-up after purchase or service.
To move closer to or exceed the industry average, Nissan may need to focus more on delighting customers at every touchpoint. Building trust, listening to feedback, and making strategic improvements can help the brand strengthen loyalty and improve its overall NPS in the future.
These insights are based on QuestionPro’s most recent study, where 1,000 participants were surveyed to measure the NPS across different companies and industries. The report represents genuine user feedback from Q1 2025 and is updated every quarter.
What is Impacting the Score of Nissan NPS?
Nissan’s NPS is going down, and customers are sharing why. Issues with service, support, and vehicle quality are some of the key reasons. Let’s look at what’s causing the drop.
Poor Customer Service Experience
Multiple reviewers report dismissive, unhelpful, or even rude responses from customer service and dealership staff. A lack of empathy and poor communication from Nissan representatives has left many customers feeling unheard and unsupported.
Unreliable Vehicle Quality
Customers are encountering serious mechanical failures, including:
- Engine breakdowns
- Faulty transmissions and
- Unexplained noises even with new vehicles under warranty.
These issues damage trust and erode confidence in Nissan’s product reliability.
Ineffective Warranty and Claims Process
Several customers highlight that while some major repairs are covered under warranty, Nissan often refuses to reimburse associated costs such as:
- Towing
- Rentals
- Repeated shop visits
This fragmented support leaves customers bearing the burden of the brand’s failures.
Website and Digital Service Failures
Many users mention persistent issues with Nissan’s digital platforms, such as being unable to log in to the customer portal or navigate the support system. Technical glitches combined with unresponsive helplines contribute to an overall negative brand experience.
Negative Perception of Corporate Stability and Ethics
Reports of plant closures, layoffs, class-action lawsuits, and perceived corporate greed (e.g., using low-quality parts or denying valid claims) have further shaken consumer confidence in Nissan’s integrity and long-term viability.
How to Measure and Enhance Your NPS?
Want to measure and boost your NPS? With QuestionPro, it’s simple!
- Start with a Quick Survey
Kick things off with a short survey. QuestionPro offers an easy-to-use NPS survey template that includes the essential NPS questions. Follow up with a question like, “Why did you give that score?” to uncover the reasons behind the ratings.
- Distribute Your Survey
Once your survey is set up, share it through email, text, QR codes, or a link. If you want to target a specific customer group, QuestionPro Audience lets you reach individuals based on factors like age, location, or industry.
- Instant Results
As responses come in, QuestionPro does the heavy lifting. It sorts customers into three categories:- Promoters
- Passives
- Detractors
- Act on the Feedback
Collecting feedback is just the beginning. Use your customer insights to fix what isn’t working and improve their experience. You can even compare your NPS against industry benchmarks to see how you stack up.
With QuestionPro, monitoring customer satisfaction and making continuous improvements is much easier, and it helps you strengthen relationships with your most important customers.
Check out the Q1 2025 NPS Benchmark Report to learn how top brands are winning customer loyalty.
Want to improve your NPS? Reach out to the QuestionPro experts for customized tips to help you boost customer satisfaction and loyalty.
