A new study has revealed the car brands that are winning the hearts of Filipino drivers – and topping the list are Ford, Toyota, and Nissan. The findings come from the inaugural 2025 Philippines Customer eXperience Index (CXI) Study conducted by Differential Singapore, an independent research firm specializing in customer experience. The study offers deep insight into what truly matters to Filipino vehicle owners – from the buying process to after-sales support and product satisfaction.
The CXI Study evaluates 12 mass-market auto brands based on a 1,000-point scale and measures performance across three major pillars: the sales and purchase experience, after-sales service quality, and product satisfaction. Ford emerged as the top performer with a score of 868, followed closely by Toyota at 865, and Nissan at 859. These three brands were recognized with gold, silver, and bronze honors respectively, reflecting their strength in consistently meeting – and at times, exceeding – customer expectations.
While Ford took top honors overall, Honda made a notable impression by ranking second in the Sales Experience category and third in After-Sales Service Quality. This dual recognition marks Honda as the only brand outside the top three to achieve high marks in multiple individual pillars, proving that excellence in specific areas can still earn consumer trust and loyalty.
According to Differential’s country manager, Sigfred M. Doloroso, product satisfaction was found to be the most decisive factor in shaping the overall customer experience, contributing more than two-thirds of the weight in the final scoring.
“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,” said Sigfred M. Doloroso, Country Manager, Differential Singapore.
Japanese brands continue to lead the Philippine automotive landscape, scoring an average of 866 points in product satisfaction. Their reputation for reliability, efficiency, and well-rounded ownership experience keeps them ahead, but the gap is beginning to close. Chinese automakers, particularly BYD, are quickly catching up by offering cutting-edge designs, advanced technology, and strong value propositions. With an average product score of 841 points, Chinese brands are gaining momentum in a market long dominated by Japanese players.
Another key shift highlighted in the report is the increasing importance of digital touchpoints. Nearly 97% of respondents reported using the internet as part of their car buying journey – whether through online research, social media, or dealership communications. This trend reflects a broader change in how Filipinos make purchase decisions, with traditional showroom visits now often complemented or even preceded by digital engagement.
The 2025 CXI Study is based on feedback from 1,200 Filipino vehicle owners who purchased and serviced their vehicles between January and December 2024. Conducted between February and April 2025, the study serves as a vital resource for automakers seeking to refine their strategies, address evolving customer needs, and remain competitive in an increasingly dynamic market.
