FADA, F&S study shows service, comfort and reliability are at the forefront of customers’ minds
NEW DELHI, Sep 3 (The CONNECT) – Kia leads the mass market segment in the 2025 Customer Experience Index of the country’s retail automobile sector, while Audi tops in the luxury segment.
The study done by the Federation of Automobile Dealers Associations (FADA), in collaboration with Frost & Sullivan, considered 97 attributes across Sales, Product and After-sales experiences, each having a weightage of 25%, 25% and 50%, respectively.
In Sales Experience Index (SEI), too, Kia ranks highest in mass market segment with a score of 52.52 scoring most in test drive experience, responsiveness of sales team, customer relationship management etc.,
Among luxury brands, BMW leads with a score of 52.52, ranking highest in availability of roadside assistance amd online advertisements.
In Product Experience Index (PEI) Toyota scores highest in product experience in terms of good resale value, gearshift quality, quality of lights, contributed the most to its ranking.
Audi leads among luxury brands with a score of 46.35, ranking highest in vehicle suspension quality, engine power and so on.
Kia ranks highest in after-sales experience with a score of 44.15. It ranked highest in condition of the car delivered, technical knowledge of the after-sales team and responsiveness of the after-sales team
Audi leads with a score of 50.51, ranking highest in ease of accessing the team, technical knowledge of the after-sales team, and so on.
Vinkesh Gulati, Chairman – FADA Academy & Research, commented, “The findings from the Customer Experience Index (CEI) study provides a clear picture of what customers prioritize and value most in their automotive journey. It’s evident that aspects like service, comfort and reliability are at the forefront of customers’ minds. These are the core areas where automotive brands are succeeding in meeting customer expectations.
The primary objective of this comprehensive study was to assess and quantify customer experience across sales, after-sales service and product quality in the passenger vehicle category. The study highlights the key drivers of experience, providing valuable insights for the automotive industry.
The respondents were carefully selected to represent a broad demographic of vehicle owners. The profile includes males and females aged 18 years and above, all of whom are primary users and primary or occasional drivers of personally owned vehicles. Importantly, the primary vehicle in question must be ‘new’ at the time of acquisition and the respondents must have been involved in the decision-making process for its purchase.
CEI was conducted with a substantial sample size of 8,685 respondents. The sample was divided into two primary categories:
Shylesh Narayanan, Country Head, Frost & Sullivan India, said, this data-driven analysis highlights critical areas for OEMs and dealers to refine their strategies and adapt to evolving customer expectations. This index will also help guide the industry towards a future where brands are distinguished by their feature-rich offerings, exceptional service, and reliability, ultimately fostering superior customer experiences and therefore, loyalty.
Customers are particularly pleased with the responsiveness and knowledge of sales teams, the performance and reliability of their vehicles and the quality of after-sales workmanship. However, while these areas are currently excelling, they also set a high standard that must be maintained and continuously improved, he said.
Saharsh Damani, CEO FADA, CS Vigneshwar, Vice President FADA, Shylesh Narayanan, Country Head, Frost & Sullivan India, Vinkesh Gulati, Chairman – FADA Academy & Research and Manish Raj Singhania – President FADA present at FADA Results of the 2024 Customer Experience (CEI) Index
