Ford and Toyota emerged as the top brands in the country for customer experience, according to the inaugural Philippine Customer Experience Index (CXI) Study by Differential Singapore.
The study assesses how effectively car brands cater to Filipino consumers throughout the ownership journey—before, during, and after the sale.
Conducted between February and April 2025, the study surveyed 1,200 car owners who bought and serviced their vehicles between January and December 2024. It assessed 12 mass-market automotive brands across three key areas:
Sales and Purchase Experience: From pre-sales consultation to post-sales follow-up
After-Sales Service Quality: Including transparency, pricing fairness, and professionalism
Product Satisfaction: Covering design, performance, comfort, and safety
Top Performers
Ford scored highest with 868 points, followed closely by Toyota (865) and Nissan (859). Honda was recognized for consistently strong performance, placing 2nd in Sales Experience and 3rd in After-Sales Service, making it the only brand outside the top three to earn high rankings across multiple categories.
Market Insights
Product Satisfaction Is King: Filipino car buyers place the greatest emphasis on product satisfaction—it accounts for more than two-thirds of their overall experience.
Japanese Brands Stay Strong, Chinese Brands Close In: Japanese automakers lead with an average satisfaction index of 866, but Chinese brands like BYD are gaining ground, driven by bold design, EV tech, and pricing.
Digital First: A striking 97% of buyers used online research, portals, or social media in their purchase journey, signaling a shift from traditional showroom-centric behavior.
“Delivering standout sales and service experiences—beyond just good products—is now the new battleground for loyalty,” said Sigfred M. Doloroso, Country Manager, Differential Singapore.
2025 Customer Experience Index Scores (out of 1,000)
1. Ford – 868
2. Toyota – 865
3. Nissan – 859
4. Honda – 854
5. Isuzu – 854
6. BYD – 848
7. Hyundai – 847
8. Mitsubishi – 845
9. MG – 833
10. Kia – 831
11. Geely – 827
12. Suzuki – 823
