Ford and Toyota lead all other brands in the country when it comes to customer experience, according to Differential Singapore’s inaugural Philippine Customer Experience (CXI) Study.
The study was conducted by Singapore-based Differential, a customer experience (CX) market research and consulting firm present in over 40 countries around the world. It covered 12 mass market brands and was fielded based on 1,200 respondents nationwide. The respondents purchased their vehicles between January to December 2024, and had them serviced in the same period. The study was conducted between February and April 2025.
According to Differential Singapore, the study aims to offer 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, meanwhile, offer automakers 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.
The study covers three main aspects:
- 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
Meanwhile, 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.
Other key industry insights also emerged in 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.
- Japanese Brands Maintain Lead, But Chinese Brands Are Catching Up: Japanese car brands in the Philippines post an impressive average product index of 866 points, maintaining their lead in customer satisfaction. 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.
- Digital Domination As Online Touchpoints Now Shape Every Filipino Car Purchase: The study finds that nearly 97 percent 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.
Check out the full ranking below:
2025 Differential Philippine Customer Experience Index (CXI) Study (Points out of 1,000)
2025 Differential Philippine Customer Experience Index (CXI) Study (Points out of 1,000)
- Ford – 868
- Toyota – 865
- Nissan – 859
- Honda – 854
- Isuzu – 854
- BYD – 848
- Hyundai – 847
- Mitsubishi – 845
- MG – 833
- Kia – 831
- Geely – 827
- Suzuki - 823
Ano kaya masasabi ni RG? That one guy who really hates Ford but somehow never even tried owning one.
ReplyDeleteThe survey respondents are most likely pick up trucks owners of those top 3 car brands
ReplyDeleteMost likely you are wrong again, shut up your mouth if you have no proof/evidence. Stop spreading fake news here!
Deletehahahaha..... you know how to put these "enthusiasts" in their place.
DeleteYou nailed it. They must’ve avoided Territory owners with horrible experiences😂
DeleteMods need to clamp down on the hostile comments here. You can get your point across without throwing hate.
Delete^
DeleteAll assumptions, without any data backing them up. All hearsay.
Bad apple talaga ng ford and territory. Chinese car kasi rebadged as ford. Chinese roots no good
ReplyDeleteNewer Ford Territory is reliable
DeleteThe ones that are unreliable and expensive to maintain are the Ranger,Everest and Expedition
Your source???
DeleteMababa customer satisfaction ng Chinese brands mostly kasi small showrooms lang minimal parts storage leading to long wait time sa parts. My sister took forever for the bumper to arrive. Chinese should improve parts inventory, a new dealership should be equipped to handle minor repairs in a week not months.
ReplyDeleteMaybe name drop the Chinese brand? Pointing them out will pressure them to improve. Even in China, people have a good idea which brands suck and talk about them (don't think Chinese censors magically clean all the bad press, people talk outside the internet too). Lumping all of them together doesn't really help buyers figure out if there are any reliable ones among them. Unless generalizing them was the point of your comment.
DeleteA friendly staff and nice showroom and the best mechanics can only do so much without parts.
ReplyDeleteWhen I needed to bring my Seal 5 for my first PMS the BYD agent told me the staff were unavailable that week because they were doing a week-long maintenance caravan in the neighboring province which did not yet have a dealership, or more importantly service bays, but had a lot of buyers with cars due for maintenance. If they had no parts ready maybe they were doing cheer-leading sessions instead. I was able to get my PMS done the next week though.
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