New Delhi, September 3, 2024 — The Federation of Automobile Dealers Associations (FADA), in collaboration with global consulting firm Frost & Sullivan, has released its 2024 Customer Experience Index (CEI). This comprehensive annual study evaluates the customer experience across sales, after-sales service, and product quality in India’s passenger vehicle market.
Kia and Audi Shine in Mass Market and Luxury Segments
Kia emerged as the frontrunner in the mass-market category, while Audi led the way among luxury brands, setting benchmarks for customer satisfaction. The study, which captured feedback from 8,685 respondents, highlights key insights into what Indian customers prioritize in their automotive experiences.
Study Breakdown
The study’s participants included individuals who had purchased new vehicles in the last year or availed after-sales services within the past six months. The respondents were categorized based on vehicle purchase timeframes and divided by city tiers, ensuring a comprehensive representation of urban, semi-urban, and rural consumer perspectives.
With a meticulous evaluation across 97 attributes, the CEI assessed customer satisfaction in three major categories: Sales (25% weightage), Product Quality (25%), and After-Sales Service (50%).
Top Performers in Customer Experience
- Mass Market: Kia led the segment with a score of 45.84, excelling in after-sales experience and responsiveness of its sales team.
- Luxury Brands: Audi secured the top spot with an overall score of 48.93, driven by superior product quality and after-sales service.
Sales and After-Sales Excellence
Kia’s dominance in sales was reflected by its high score of 52.52, thanks to seamless test-drive experiences and strong customer relationship management. In the luxury segment, BMW outpaced its peers in sales, matching Kia’s sales score. Audi, however, claimed the lead in the overall CEI by excelling in after-sales service with a score of 50.51.
Insights from Industry Leaders
Commenting on the results, Vinkesh Gulati, Chairman of FADA Academy & Research, emphasized the growing importance of reliability, service quality, and accessibility. “Customers expect brands to go beyond infrastructure investment and provide superior service and performance. The bar is high, and maintaining these standards is crucial for the future.”
Shylesh Narayanan, Country Head of Frost & Sullivan India, added, “This data-driven index offers OEMs and dealers critical insights to fine-tune their strategies and keep pace with evolving customer expectations.”
Customer Priorities: Service, Comfort, and Technology
The study also revealed key factors driving customer satisfaction. Vehicle owners valued service quality, comfort, and cutting-edge technology. These findings indicate that while performance and reliability are non-negotiable, modern customers also expect a blend of innovation and premium features without compromising affordability.
The FADA-Frost & Sullivan collaboration serves as a testament to the industry’s commitment to elevating customer experience, ensuring India’s passenger vehicle market remains competitive and aligned with global best practices.
