Thailand's inaugural passenger vehicle Product Customer Experience Index (Product CXI) Study?, conducted by Differential Thailand, measures owner's satisfaction with their new vehicle across nine vehicle performance dimensions covering 52 product attributes. The study on one hand helps auto manufacturers understand how well a new vehicle performs versus its core competitors, and on the other hand enables prospective new vehicle buyers to make more informed choices by understanding the key strengths and weaknesses of different models in the market based on feedback from current owners.
Conducted between October and December 2025, the study captures feedback from vehicle owners with 12 to 36 months of ownership. The 9 vehicle dimensions measured are: Exterior Appearance, Performance and Handling, Interior Design and Comfort, Ergonomics & UI, Storage and Space, Lights & electricals, Audio and Entertainment System, Driver Safety & Security, and Battery & Charging (For BEVs only). The vehicle owners' satisfaction ratings to these attributes are aggregated to compute an overall Product CXI score.
This year, the P-CXI score for the industry is 890 points on a 1,000-point scale.
Key Industry Insights:
- GWM ranks highest with 896 points, leading all mass-market brands in the 2026 Product CXI. Honda (895), Mazda (895), Nissan (894), Ford (893), and Toyota (891) round out the top six, all scoring above the industry average. MG (890) ranks at the industry average, while other brands perform below the industry average.
- Japanese brands maintain an overall lead in product satisfaction (890 index points) compared to Chinese brands (886). BEV owners report lower overall product satisfaction (884) than ICE and hybrid vehicle owners (891), with Battery & Charging standing out as a key weakness across BEV brands.
- Customers are most satisfied with vehicle styling and exterior design, followed by performance and handling, and ergonomics & UI. In contrast, owner satisfaction with battery and charging ranks lowest, with storage and space and the sound and entertainment system placing second- and third-lowest respectively.
"The 2026 Product CXI results clearly identify the attributes that matter most to Thai vehicle owners and serve as the primary drivers of overall product satisfaction. Vehicle styling and exterior design, along with safety, remain non-negotiable foundations of a compelling product experience. Ease of use and feature control and performance and handling complete the top four drivers, highlighting customers' expectations for intuitive day-to-day operation and a confident, responsive driving experience," explained Siros Satrabhaya, Managing Director, Differential Thailand. "In the BEV segment, charging time per session and home charging convenience register the lowest satisfaction levels, underscoring persistent friction in the charging experience that detracts from overall customer satisfaction. These areas present the greatest opportunity for targeted investment to drive improvements in satisfaction and foster long-term customer loyalty."
About the Study
The 2026 Thailand Product CXI StudySM is an independent evaluation of customer satisfaction with the car designs, features and performances in Thailand. Covering 14 mass-market brands, the study is based on 2,651 respondents across Thailand who purchased their vehicles between October 2022 and November 2024.
By providing detailed benchmarking data, competitive performance insights, and customer sentiment analysis, the study serves as a critical tool for automotive executives seeking to enhance product design and planning strategies.
The 2026 Differential Thailand Product CXI Study? evaluates ownership experience across nine product dimensions.
About Differential
Differential is a premier CX market research and consulting firm with a reputation for excellence. Headquartered in Singapore, Differential currently conducts research and advisory programs in over 40 countries around the world for multiple Fortune 500 clients. Led by a team of seasoned industry professionals with decades of experience, Differential is dedicated to delivering high-quality insights and transformative solutions to enhance customer experiences.