The Federation of Automobile Dealers Associations (FADA), in collaboration with Frost & Sullivan, has announced the results of the 2024 Customer Experience Index (CEI). Kia and Audi have topped the charts in Mass Market and Luxury Brands, respectively.

Employing various parameters, the comprehensive study assessed and quantified customer experience across sales, product quality and after-sales service in the passenger vehicle category to highlight the key drivers of experience and provide valuable insights for the automotive industry. Male and female drivers aged 18 years and above were selected from a broad demography of vehicle owners for this study, with a stipulation that 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.

The respondents were categorised into two distinct groups. the first group represented vehicle bought from an authorised dealer within last 12 months (May 23 to May 24) for the ‘Sales & Product Quality’ category, whereas the second group represented those who purchased their vehicle between 2021 and 2023, having availed after-sales services within the last six months for the ‘After-Sales Service’ category.

Out of the total 8,685 respondents, the sample was divided into two primary categories. The first category of 3,683 respondents provided insights into their experiences related to ‘Sales & Product Quality’, while the other category, consisting of 5,002 respondents, contributed to the ‘After-Sales Service’ part. Further, the sample was also fine-tuned through stratifying by market tier, with 3,951 respondents from Tier 1 cities, 3,925 from Tier 2 cities and 809 from Tier 3 cities.

Key highlights of the study

• Overall Customer Experience Index (CEI) considers 97 attributes across Sales, Product and After-sales experiences, each having a weightage of 25 percent, 25 percent and 50 percent, respectively.
  • Mass Market Brands: Kia leads the mass market segment with a score of 45.84
  • Luxury Brands: Audi tops the luxury segment with a score of 48.93
• Sales Experience Index (SEI)
  • Mass Market Brands: Kia ranks highest in sales experience with a score of 52.52 scoring most in test drive experience, responsiveness of sales team, customer relationship management, to name a few.
  • Luxury Brands: BMW leads with a score of 52.52, ranking highest in availability of roadside assistance, online advertisements, amongst others.
• Product Experience Index (PEI)
  • Mass Market Brands: Toyota scores highest in product experience with 45.40. Good resale value, gearshift quality, quality of lights, contributed the most to its ranking.
  • Luxury Brands: Audi leads with a score of 46.35, ranking highest in vehicle suspension quality, engine power, amongst others.
• After-Sales Experience Index (ASEI)
  • Mass Market Brands: 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, responsiveness of the after-sales team, amongst others.
  • Luxury Brands: Audi leads with a score of 50.51, ranking highest in ease of accessing the team, technical knowledge of the after-sales team, amongst others.

The study also identified key factors or delighters within each category that significantly enhance customer satisfaction, namely Sales Delighters, Product Delighters and After-Sales Delighters.

Vinkesh Gulati, Chairman – FADA Academy & Research, commented, “The findings from the Customer Experience Index (CEI) study provides a clear picture of what customers prioritise 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. 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. Notably, customers are increasingly expecting greater reach and accessibility from automotive brands, rather than investing in large infrastructure setups. As we move forward, it is crucial for the industry to not only uphold these strengths but also address the underlying areas of improvement to ensure a consistently exceptional customer experience.”

Shylesh Narayanan, Country Head, Frost & Sullivan India, added, "The Customer Experience Index (CEI), developed in collaboration with FADA, is unique due to its unbiased random sampling which reflects customer perspectives. 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.”

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Mumbai-headquartered SUV major Mahindra & Mahindra has upgraded its popular offering, the Scorpio-N Z8L variant, with Level 2 Advanced Driver Assistance Systems (ADAS) tech.

This will see the Scorpio-N Z8L variant coming with Forward Collision Warning, Automatic Emergency Braking, Adaptive Cruise Control with Stop & Go, Smart Pilot Assist, Lane Departure Warning, Lane Keep Assist, Traffic Sign Recognition and High Beam Assist features.

The ADAS tech will further enhance safety quotient for the Scorpion-N with exclusive features such as Speed Limit Assist and Front Vehicle Start Alert, marking a first for Mahindra ICE SUVs.

Furthermore, the company has also expanded the Scorpio-N line-up with the introduction of the Z8T variant at INR 2.02 million. The new variant will sit between the Z8 and Z8L variants. It comes with a compelling mix of premium features, including R18 diamond-cut alloy wheels, a 12-speaker Sony-branded audio system, front camera, front parking sensors, 6-way powered driver seat, electronic parking brake (EPB), ventilated front seats and an auto-dimming IRVM.

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Maruti Suzuki India, the country’s largest passenger vehicle manufacturer, has achieved a new milestone in its aftersales service. The company recorded servicing (free and paid) over 2.45 million vehicles in May, the highest in a single month in its history.

The feat was achieved through the company’s vast network of over 5,400 service touchpoints.

Hisashi Takeuchi, Managing Director & CEO, Maruti Suzuki India, said, “This is the first time in the company’s history that we have serviced over 24.5 lakh vehicles in a month, an achievement that reflects scale, depth, and efficiency of the service network. It is a result of the tireless efforts of our service teams and dealer partners across the country.”

“Good quality aftersales service is critical to maintain vehicle health, leading to a delightful car ownership experience and strengthen customer retention. Even before we started mass sales of vehicles in India, our focus was on building a robust service network, a foundation that continues to support us as we expand our business further. Going forward, we aim to expand our service touchpoints to 8,000 by FY 2030-31 and introduce innovative formats to cater to the requirements of diverse customer needs. This will help in our EV launch as well. We are preparing 1,500 EV enabled service workshops covering over 1,000 cities with specially trained manpower and special equipment to extend all EV related support to our customers,” he said.

Maruti Suzuki India has through its dealer partners introduced several innovative and industry-first service formats, to address the smallest query to full-car service needs ranging from traditional brick-and-mortar workshops to mobile workshops. Over the years, it has also created a dedicated Quick Response Team (QRT) to provide emergency on-road assistance across the country.

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Mercedes-Benz India, the German luxury car brand, has announced a significant organisational change, effective from 1 August 2025, with the appointment of Brendon Sissing as the new Vice-President of Sales and Marketing. He will take over from Lance Bennett, who has moved to Mercedes-Benz Middle East as their Chief Financial Officer.

Santosh Iyer, Managing Director & CEO, Mercedes-Benz India, said, "We are excited to welcome Brendon Sissing as the Head of Sales & Marketing for Mercedes-Benz India. Brendon takes over the responsibility from Lance Bennett, who has joined Mercedes-Benz Middle East as the CFO. Brendon brings rich experience from the world of financing and insurance, as he successfully steered Mercedes-Benz Financial Service India, doubling its portfolio, driving record profit and business transformation, while elevating the integrated customer journey. We are confident Brendon will continue the growth momentum of Mercedes-Benz in this highly diverse and dynamic Indian luxury car market. We thank Lance for his immense contribution and wish them both, the very best in their respective new roles."

Brendon Sissing previously served as the Head of Mercedes-Benz Financial Services India, where he was instrumental in doubling the company's portfolio and achieving record profits. He is recognised for his strong advocacy of digital transformation and risk management, leveraging his expertise in credit risk to drive operational excellence. He has extensive experience within the Mercedes-Benz group, having worked with Mercedes-Benz Malaysia and Mercedes-Benz South Africa, leading Credit Operations in both markets. He also held roles in Credit Underwriting and Key Accounts at Daimler Mobility, Stuttgart, before joining Mercedes-Benz Financial Services India in 2022.

The German brand stated that under Sissing's leadership, Mercedes-Benz Financial Services India significantly enhanced customer journeys through integrated online and offline platforms. He is also noted for his passion for coaching and mentoring, fostering high-performing team environments. Sissing holds a B. Tech degree in Cost & Management Accounting from Technikon Pretoria, South Africa and a Diploma in Credit Management from the Institute of Credit Management. He is also a founding member of Mercedes-Benz Services Malaysia, established in 2012.

A South African national, Sissing has worked in various international locations, including Malaysia, South Africa, Germany and India.

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Honda Cars India has launched a new variant of its popular mid-size sedan, the Honda City Sport, adding a dynamic and youthful edge to the City line-up. Priced at INR 1.48 million (ex-showroom, Delhi), the City Sport is positioned as a limited-edition offering designed to appeal to style-conscious, spirited drivers.

The new variant will be exclusively available with a CVT automatic transmission and is offered in three colour options — Radiant Red Metallic, Platinum White Pearl, and Meteoroid Gray Metallic.

Sporting a blacked-out exterior theme, the car features a Sporty Black Grille, Glossy Black Shark Fin Antenna, Trunk Lip Spoiler and multi-spoke grey alloy wheels. Inside, the cabin gets an all-black treatment with red stitching, leather seats and ambient lighting for a premium, performance-inspired feel.

Under the hood, it retains the 1.5L i-VTEC petrol engine, delivering 121 PS and 145 Nm of torque, with a claimed fuel efficiency of 18.4 kmpl. The model also comes equipped with Honda Sensing, the brand’s advanced driver assistance suite.

Kunal Behl, Vice-President, Marketing & Sales, Honda Cars India, said, “The new City Sport has been crafted to meet the aspirations of young buyers who value individuality and a spirited driving experience. It embodies a perfect blend of sporty exterior and interior style, fun to drive performance and the everyday usability that Honda City is known for, at a price that makes it even more compelling.”

The City Sport is being positioned as a limited-unit, exclusive edition for customers seeking distinction in both design and driving dynamics.

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