Study: Ford, Toyota, Nissan secure highest CX scores in PH

MANILA: A recent study showed that Ford, Toyota, and Nissan have the highest Customer Experience Index (CXI) in the Philippines.

Based on the 2025 Philippines CXI Study conducted by Differential Singapore, the Blue Oval earned the highest score with 868 out of 1,000 points. Trailing the American automaker is Toyota with 865 and Nissan at 859.

Conducted between February and April 2025, the aforementioned evaluation was based on answers of 1,200 respondents nationwide who purchased their vehicles between January-December 2024 and had them serviced within the same period.

The same study revealed that Honda ranked second in Sales Experience and third in After-Sales Service Quality — making it the only marque outside the top three brands to secure top rankings in multiple categories. Differential Singapore said that such a result highlights its consistency in delivering high-quality interactions across the customer journey.

Japanese brands lead but Chinese marques trail closely

Further, Japanese brands lead the survey meaning that many customers are still satisfied with what they are getting as shown in the 866-point average. However, Chinese brands are closing the gap with an average of 841 points.

Differential Singapore attributed the strength of the Japanese automakers to reliability and fuel efficiency while Chinese vehicles are winning buyers on bold design and technology.

“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. That’s where local industry players can truly outshine the competition,” Differential Singapore Country Manager Sigfred Doloroso said.

“While Japanese brands still dominate on reputation and proven quality, the momentum from Chinese automakers signals a shifting landscape that stakeholders should watch closely.”

Internet 'influences' local car purchases 

Lastly, the 2025 Philippines CXI Study also stated that 97 percent of buyers utilized the internet (online research from brand website visits, social media, third-party portal or just to connect with dealers) before making a purchase decision — signaling a shift from showroom-driven sales to digital.

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