Ford, Toyota, and Nissan have emerged as the top three automotive brands in the inaugural Philippines Customer eXperience Index (CXI) Study℠, released today by independent research firm Differential Singapore. The study provides the most comprehensive look yet into Filipino car buyers’ end-to-end ownership experience — from purchase to after-sales service and product satisfaction.
This first-of-its-kind independent benchmark measures brand performance across three key pillars:
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Sales & Purchase Experience: Dealership interactions, vehicle selection, price negotiation, and delivery.
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After-Sales Service Quality: Service reliability, communication, fairness, and professionalism.
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Product Satisfaction: Design, driving performance, comfort, tech features, and safety.
Key Takeaways from the 2025 CXI Study
🔹 Product Satisfaction Drives Loyalty
With more than two-thirds of the CXI score tied to product satisfaction, Filipino car owners care most about the quality, design, and performance of their vehicles.
🔹 Japanese Brands Still on Top, But Chinese Competitors Are Gaining
Japanese automakers dominate with an average product index score of 866 points, known for reliability and fuel efficiency. However, Chinese brands — led by fast-rising BYD — are closing the gap, averaging 841 points thanks to bold design, EV tech, and aggressive pricing.
🔹 Digital Now Defines the Purchase Journey
A staggering 97% of buyers used online platforms — from brand websites to social media and marketplaces — before buying, shifting influence from showrooms to digital touchpoints.
Top Customer Experience Performers
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Ford – 868 points
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Toyota – 865 points
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Nissan – 859 points
Honda also earned recognition, placing second in Sales Experience and third in After-Sales Service, making it the only brand outside the top three to excel across multiple categories.
“Product quality remains vital, but the real competitive edge lies in sales and service execution — areas brands can fully control,” said Sigfred M. Doloroso, Country Manager at Differential Singapore. “While Japanese brands remain the benchmark, the rising momentum of Chinese players is redefining the market landscape.”