Thailand's After-Sales Service Customer Experience Improves in 2025, as Competition Among Brands Intensifies

The annual study tracks changes in the passenger vehicle industry thereby offering key insights into evolving customer expectations and trends in competitive brand performance in Thailand. This enables OEMs to continuously improve their after-sales strategies and deliver better customer experience.

Conducted between October and December 2024, the study captures feedback from vehicle owners who visited authorized service centers within 10 months of the interview date for maintenance or repair work during the first 12 to 36 months of ownership. Satisfaction is measured across five key dimensions, ranked by importance: service quality, price and value, personnel and facilities, communication and transparency, and convenience and accessibility.

Key Industry Insights:

• CXI scores continue to rise across the industry, with the mass-market average increasing by 8 points, reflecting overall improvements in after-sales service. Toyota remains the highest-ranked brand, gaining 6 points from last year, while Ford (+11 points) and Nissan (+23 points) saw the most significant improvements, driven by enhanced communication and cost transparency. GWM (895 points) solidified its position among top-performing brands, benefiting from better service accessibility and competitive pricing.