The example embodiments may relate to a vehicle operator incentive system. In an example, the system may include a vehicle control system having a plurality of controllers, wherein the controllers are configured to communicate diagnostic messages via an internal communication network and wherein each of the diagnostic messages provides information about operation of a vehicle by an operator. The vehicle operator incentive system may include a vehicle diagnostic system communicatively coupled to the internal communication network and configured to: process the diagnostic messages to determine a plurality of measured parameters, award points based on the measured parameters, calculate a score for the operator based on the awarded points, and cause a user interface of the vehicle to display the operator score.