MANILA, Philippines (Jun 2025) — Ford, Toyota, and Nissan emerged as the top performers in the first-ever Philippines Customer Experience Index (CXI) Study released by Differential Singapore, highlighting product satisfaction as the biggest factor driving brand loyalty among Filipino car buyers.
The comprehensive study, independently conducted for the Philippine automotive market, examined three pillars of ownership experience: vehicle sales, after-sales service, and product satisfaction. Results show that Filipino car owners place the highest value on product satisfaction, which accounts for more than two-thirds of the overall customer experience.
Japanese brands continue to lead in this area with an average product satisfaction score of 866 out of 1,000, fueled by strong reputations for reliability and fuel efficiency. However, Chinese brands — averaging 841 points — are quickly gaining ground. New entrants like BYD are attracting Filipino consumers through cutting-edge design, EV options, and affordable pricing.
Digital influence also plays a major role in the car buying process in the Philippines. The study reveals that 97% of Filipino buyers consulted online sources — from official websites and social media to third-party listings — before finalizing their purchase decisions. This reflects a shift from the traditional showroom experience to a more research-driven, digital-first approach.
Ford topped the overall Customer Experience Index with a score of 868, followed closely by Toyota at 865 and Nissan at 859. Honda stood out as the only brand outside the top three to score within the top rankings in multiple areas: second in sales and third in after-sales service.
“Product remains the foundation, but a brand’s ability to deliver seamless sales and service is what defines success in today’s market,” said Sigfred M. Doloroso, Country Manager at Differential Singapore. “Filipino consumers are increasingly discerning, and brands that meet their expectations at every touchpoint will lead the way.”
For automakers in the Philippines, the message is clear: invest in a well-rounded customer experience or risk falling behind in an evolving, competitive market.
