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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Hyundai Motor India, a leading passenger vehicle manufacturer, has onboarded popular actor Pankaj Tripathi as its new brand ambassador.

The company shared that Tripathi, who is known for his versatility and grounded charm, embodies Hyundai India’s values of reliability, authenticity and a deep-rooted connection with the country’s diverse audience. With this association, HMIL further strengthens its ambassador lineup that already includes iconic personalities.

Tarun Garg, Whole-Time Director and Chief Operating Officer, Hyundai Motor India, said, “At HMIL, we celebrate stories of progress and inspiration. We are delighted to welcome Pankaj Tripathi to HMIL family. His grounded persona, exceptional talent and widespread appeal resonate with the values of HMIL and our vision of ‘Progress for Humanity’. Together, we aim to drive deeper emotional connections with our diverse customer base across India.”

Pankaj Tripathi, said, “It is an honour to associate with Hyundai Motor India, a brand that has long stood for trust, innovation and customer-first approach. My first car was a Hyundai, and over the years, that relationship has grown into something truly personal. As someone who deeply values simplicity, sincerity and staying true to one’s roots, I find a natural alignment with HMIL’s ethos. I look forward to this partnership where together, we can connect with people across the country - not just through technology, but through shared stories and values.”

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Mahindra & Mahindra, one of the leading SUVs manufacturers in the country, has announced that its popular SUV Thar Roxx now comes with 4-channel immersive audio powered by Dolby Atmos. With this, customers of Thar Roxx AX7L will be able to enjoy premium audio during their journey.

Karan Grover, Senior Director, Commercial Partnerships - IMEA, Dolby Laboratories, said, “We are excited about the possibilities that our collaboration with Mahindra can bring for customers, especially in India. With Dolby Atmos in Thar Roxx AX7L, we’re taking the car journey to an entirely new level by transforming the interior cabin into a personalised concert hall on wheels, making every ride an immersive audio experience that complements the adventurous spirit of the Thar Roxx AX7L.”

Velusamy R, President – Automotive Technology & Product Development, Mahindra & Mahindra Ltd, , “At Mahindra, it is our constant endeavour to explore limitless boundaries in automotive innovation, and the Thar Roxx is a testament to that spirit. By being the first vehicle in the world to feature Dolby Atmos featuring 4 channels of immersive audio integrated into the premium 9-speaker Harman Kardon Branded Audio system, we are redefining the driving experience. No matter the terrain or conditions, the Thar Roxx delivers a sensory experience like no other SUV of its kind on the Indian roads, bringing every moment on the road to life with Dolby Atmos.”

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European automotive major Stellantis India has partnered with Assist Asia to launch Project Inspire, its new Corporate Social Responsibility (CSR) initiative aimed at tackling the skills gap in the country’s growing mobility and manufacturing sectors.

The programme started training on 26 May 2025 at NITTTR Chennai, and will now extend to Pune, which the OEM stated aligns with national priorities such as Viksit Bharat 2047 and Industry 4.0.

Project INSPIRE aims to equip young people with the skills needed for the evolving fields of electric mobility, automation, and sustainability.

Shailesh Hazela, CEO & MD, Stellantis India, said, “At Stellantis, we believe upskilling is key to empowering individuals with the future-ready skillsets needed to succeed in today’s rapidly changing industry. Through Project INSPIRE, we are equipping youth with the skills essential to thrive in the evolving fields of electric mobility, automation and sustainability. By aligning with national priorities like Viksit Bharat 2047 and Industry 4.0, this initiative bridges the gap between education and employment, while also supporting the automotive industry in its transition to a greener, more digital future. We are grateful for the partnership of Assist Asia and NITTTR Chennai, whose collaboration is integral to the success of this project.”

The project aims to provide practical training to 2,500 students from ITIs and vocational institutions in electric vehicle systems, advanced mechatronics and robotics. It will also certify 200 Master Trainers to ensure the programme's long-term success. Beyond technical skills, the initiative will strengthen employability through modules on green skills, digital and financial literacy and job readiness.

Karunakaran K, Country Head, Assist Asia, added, “Assist is proud to partner with Stellantis India on Project Inspire, which addresses the critical need for hands-on, industry-relevant training in India’s rapidly evolving automotive sector. This initiative goes beyond traditional education by providing young people with the skills required for emerging technologies such as electric mobility, robotics, and mechatronics. By equipping the workforce with future-ready skills, we are not only empowering youth but also ensuring that the automotive industry has the talent it needs to navigate its transformation. We look forward to seeing this partnership drive long-term impact, foster job creation and contribute to a more sustainable, skilled economy.”

Project Inspire has ambitious goals, aiming for a 75 percent student placement rate in internships or jobs, 30 percent female participation and a 20 percent increase in entry-level salaries.

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Cred, a leading financial technology platform, has unveiled a new car valuation and resale feature within its ‘Cred garage’ vehicle management service, which allows its members to easily determine their car's value and facilitate its sale, streamlining a traditionally cumbersome process.

The service has been developed in partnership with used car platforms Cars24 and Spinny, which enables new functionality for instant car valuations, free doorstep inspections and swift payments upon sale completion. A key focus of the new feature is privacy, with member information remaining secure and private until they actively opt to proceed with an inspection.

The service aims to provide a convenient and transparent way for members to assess their car's market value without the need to visit multiple dealerships or endure unsolicited sales calls. Whether a member is planning to sell, comparing offers or simply curious about their car's current worth, the feature leverages data from two of India's leading digital resale platforms to provide quick and reliable insights. It also serves as a valuable tool for cross-referencing quotes received from offline dealers, ensuring members secure a fair price for their vehicle.

How it works

Cred members can instantly access their car's estimated value within Cred garage, a feature already used by over 7 million members to manage their vehicles. By answering a few straightforward questions, they receive a detailed valuation.

Should they decide to sell, members can schedule a complimentary home inspection at their convenience. The process is designed to be hassle-free, with no extensive paperwork required from the member. Once the vehicle is inspected and an offer is accepted, the partner platforms manage the entire resale process, including the crucial step of ownership transfer.

Member information is only shared with partners if an inspection is booked. Until then, all data remains securely with Cred, preventing any unsolicited calls or messages from dealers. Additionally, Cred garage will continue to provide members with helpful tips on maintaining their vehicles, potentially enhancing their car's resale value in the future.

Akshay Aedula, Product and Growth at Cred, said, “Cred members already manage their vehicles with discipline – tracking challans, renewing insurance, maintaining compliance. By enabling valuation, inspection and resale, we’re closing the loop: turning responsible ownership into real value by making the final step in vehicle management frictionless, secure and in members’ control. This feature is aimed at creating a car resale premium experience in line with the high-value vehicles that members own and enable them to get better value when they upgrade.”

The expansion of Cred garage builds on its existing suite of services, which includes managing challans, renewing pollution certificates, insurance, and FASTag – all from a single platform. Over the past year, more than 2.4 million members have utilised the service to identify pending challans and 5.3 million have received alerts about expiring pollution certificates. With 37 percent of members managing more than one vehicle, this new feature adds significant value to Cred garage.

Cred members constitute a substantial portion of India’s privately owned vehicle demographic. This new feature aims to make car valuation and resale an organised, efficient and spam-free extension of responsible car ownership.

Gajendra Jangid, Co-Founder and CMO, Cars24, said, “At Cars24, we have rebuilt the car-selling experience from the ground up. What was once a slow and unpredictable process is now instant, transparent and fully online. From pricing to paperwork, every step has been simplified to work without friction. This partnership allows us to extend that experience to more people, in a moment that really matters. If we can help someone close a chapter faster and start the next one with clarity, that is a win we deeply care about.”

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