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Manila Bulletin devider Drive devider Ford ranks highest in Philippines' first independent CXI report

Ford ranks highest in Philippines' first independent CXI report

Inaugural 2025 Philippines Customer Experience Index (CXI) Study conducted by Differential Singapore

Published Jun 24, 2025 08:32 pm

At A Glance

  • Ford, Toyota, and Nissan have emerged as the top-performing brands in the inaugural 2025 Philippines Customer Experience Index (CXI) Study conducted by Differential Singapore. The study, which evaluates vehicle ownership experiences across the country, highlights product satisfaction as the primary factor influencing brand loyalty among Filipino car buyers.
Ford, Toyota, and Nissan have emerged as the top-performing brands in the inaugural 2025 Philippines Customer Experience Index (CXI) Study conducted by Differential Singapore. The study, which evaluates vehicle ownership experiences across the country, highlights product satisfaction as the primary factor influencing brand loyalty among Filipino car buyers.
According to the independent study, Ford scored highest overall with 868 points out of a possible 1,000, followed closely by Toyota at 865 and Nissan at 859. Honda, while not in the top three, stood out for ranking second in Sales Experience and third in After-Sales Service Quality.
The CXI Study assessed 12 mass-market automotive brands in the Philippines and surveyed 1,200 respondents who had purchased and serviced their vehicles between January and December 2024. The findings cover three main pillars: Sales and Purchase Experience, After-Sales Service Quality, and Product Satisfaction.


Product Satisfaction was identified as the most influential factor in customer experience, accounting for more than two-thirds of the overall score. This dimension includes aspects such as vehicle design, driving performance, interior comfort, safety features, and user interface.
Japanese automakers continued to lead in this category with an average product satisfaction score of 866 points, driven largely by perceived reliability and fuel efficiency. However, Chinese car brands have started to close the gap, averaging 841 points. Brands like BYD have attracted buyers with competitive pricing, aggressive innovation, and advanced electric vehicle offerings.
Sigfred M. Doloroso, Country Manager of Differential Singapore, emphasized that product satisfaction continues to form the backbone of customer experience. He added that what truly sets brands apart is their ability to deliver consistent, high-quality interactions through both sales and after-sales channels. Doloroso also noted that while Japanese automakers maintain their lead due to long-standing reputations for reliability and quality, the growing competitiveness of Chinese brands signals a shifting market that deserves close attention.
The study also revealed that digital engagement now plays a critical role in vehicle purchases. Nearly 97% of respondents reported using online channels (including brand websites, social media, and dealer portals), to conduct research or initiate contact with dealerships. This marks a significant departure from showroom-centric sales, underscoring the growing importance of digital platforms in the car-buying journey.
In terms of Sales and Purchase Experience, the study examined key touchpoints such as pre-sales consultation, dealership facilities, salesperson interaction, vehicle selection, price negotiation, delivery experience, and post-sales follow-up. Meanwhile, After-Sales Service Quality was measured through service reliability, communication transparency, convenience, pricing fairness, and staff professionalism.
Differential's CXI Study aims to provide a comprehensive view of what matters most to Filipino vehicle owners, offering actionable insights to automakers on how to improve engagement and retention.
The study was conducted between February and April 2025. Differential, a Singapore-based firm specializing in customer experience research, operates in over 40 countries and provides advisory services to Fortune 500 clients across the Asia-Pacific region.

Related Tags

Ford Nissan Motor Philippines Honda Cars Philippines Toyota Motor Philippines (TMP)
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