The automotive market in Indonesia has a very promising potential, yet there remains rooms for improvement to achieve optimum customer satisfaction. This research has several problems involving how product quality and service quality influence satisfaction of Toyota Avanza car owners. The research attempt to examine and compare the correlation between product quality, service quality and customer satisfaction in the automotive industry. To gather the necessary data, online questionnaires are spreaded out to 100 respondents who are the owners of Toyota Avanza in Medan. The Structural Equation Modelling, in the form of Confirmatory Factor Analysis, is used as the method of data analysis with the aid of the LISREL 9.30 software. From the results of this research, it is indicated that both product quality and service quality have strong relationships with customer satisfaction, with product quality being dominant over service quality. The results also demonstrate that the owners of Toyota Avanza are more satisfied with its service quality. These results can provide insights for organisations as well as future researches on similar subjects.