Ford, Toyota, Nissan lead the way in 2025 PH customer experience index survey

Singapore-based market research and consulting firm Differential has announced the release of its inaugural Philippines Customer Experience Index, which measures customer experience across three core pillars: vehicle sales, after-sales service, and product satisfaction.

Within these pillars, the study identifies the key drivers of customer perception and brand loyalty in the Philippine automotive market, summarized under three main areas:

• Sales and Purchase Experience covering customer touchpoints like pre-sales consultation, dealership facilities, salesperson interaction, vehicle selection, price negotiation, delivery experience, and post-sales follow-up
• After-Sales Service Quality covering experience areas of service reliability, communication and transparency, convenience, pricing fairness, and personnel professionalism
• Product Satisfaction covering key elements like vehicle design and styling, driving performance, interior comfort, user interface, storage, entertainment systems, and safety features

This year, Ford, Toyota, and Nissan have emerged as the top three performers in the country. The Blue Oval led the overall Customer Experience Index with an impressive 868 out of 1,000 points, followed closely by Toyota at 865 and Nissan at 859.

Honda, on the other hand, is the top 4 brand in the CXI study, but Honda earns a special mention for its strong performance across two individual pillars: ranking second in Sales Experience and third in After-Sales Service Quality. This makes Honda the only brand outside the overall top three to secure top-tier rankings in multiple categories, underscoring its consistency in delivering high-quality interactions across the customer journey.

Covering 12 mass-market auto brands, the study is based on 1,200 respondents nationwide who purchased their vehicles between January to December 2024 and had them serviced within the same period. The study was conducted between February and April 2025.

The annual study delivers a comprehensive examination of the Philippine passenger vehicle sector, revealing shifting customer priorities, the key drivers of satisfaction, and the competitive positioning of automotive brands. These insights offer automakers (OEMs) a critical resource for actionability, empowering them to refine their sales and after-sales strategies, anticipate emerging consumer demands, and elevate the overall ownership experience in a rapidly evolving market landscape.

Based on the study, product satisfaction emerges as the most important driver of customer experience. Among Filipino vehicle owners, product satisfaction is the decisive factor shaping overall customer experience — contributing over two-thirds weight to the overall experience.

The study also shows that Japanese car brands in the Philippines are still leading the way when it comes to customer satisfaction, posting an impressive average product index of 866 points. Meanwhile, Chinese brands — including rising player BYD — average 841 points, closing the gap thanks to aggressive innovation, EV offerings, and competitive pricing. While Japanese brands attract buyers based on reliability and fuel efficiency, Chinese and other emerging brands are winning over customers with bold design and latest technology features.

Meanwhile, online touchpoints now influence every car purchase in the country. The study finds that nearly 97% of buyers utilized the internet — whether through online research from brand website visits, social media, third-party portal or to simply connect with the dealers — before making a purchase decision.

This signals a dramatic shift from showroom-driven sales to an ecosystem where digital touchpoints play a central role in influencing preferences and final choices.

“While product remains the backbone of customer satisfaction, the real game-changer lies in what brands can control: delivering an exceptional brand journey through outstanding sales and service execution. That’s where local industry players can truly outshine the competition,” said Sigfred M. Doloroso, Country Manager, Differential Singapore. “While Japanese brands still dominate on reputation and proven quality, the momentum from Chinese automakers signals a shifting landscape that stakeholders should watch closely.”