Ford, Toyota, and Nissan have topped the rankings in the inaugural Philippines Customer eXperience Index (CXI) Study by Differential Singapore, which benchmarks the ownership journey of Filipino car buyers across sales, service, and product satisfaction.
Touted as the most comprehensive independent study ever conducted in the Philippine automotive market, the CXI provides a data-driven view of how car brands perform across three key areas:
Sales and purchase experience, covering touchpoints such as pre-sales consultation, dealership facilities, vehicle selection, price negotiation, delivery, and post-sales follow-up
After-sales service quality, including service reliability, communication, convenience, pricing fairness, and personnel professionalism
Product satisfaction, which factors in design, driving performance, comfort, user interface, storage, entertainment systems, and safety features
These dimensions reflect what Filipino car owners value most — offering brands insights to improve loyalty and gain competitive edge in a rapidly evolving market.
Key findings:
Product satisfaction is the most important factor in customer experience
For Filipino vehicle owners, product satisfaction weighs heaviest — contributing more than two-thirds to overall customer experience scores.
Japanese brands maintain the lead, but Chinese brands are catching up Japanese automakers post an average product satisfaction score of 866, continuing their lead in reliability and fuel efficiency.
Meanwhile, Chinese brands — averaging 841 points — are rapidly closing the gap with stylish designs, advanced tech features, and competitive pricing. Brands like BYD are gaining strong traction.
Digital is now central to the car-buying journey
A significant 97% of buyers used online channels — including brand websites, social media, and third-party portals — before purchasing a vehicle. The shift highlights the growing influence of digital research and engagement on consumer decisions.
Top-ranked brands:
Ford ranks highest in overall customer experience with 868 points out of 1,000 Toyota follows closely with 865 points Nissan completes the top three with 859 points
Honda also earns distinction for its performance in two core pillars: second in sales experience and third in after-sales service quality — making it the only brand outside the top three to appear in multiple category rankings.
“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,” said Sigfred M. Doloroso, Country Manager at Differential Singapore. “Japanese brands still dominate based on reputation and proven quality, but the rise of Chinese automakers signals a changing landscape that industry players need to monitor closely.”
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