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.”

Czech automaker Skoda Auto India, which completes its silver jubilee in India, has launched its all-new Kodiaq premium SUV at prices starting INR 4.68 million.

Powered by a 2.0 TSI engine, the Kodiaq produces 150kW and 320Nm of torque, which is distributed to both axles through a seven-speed dual-clutch DSG automatic. Based on the MQB37 platform, the Kodiaq SUV is available in the Sportline and Selection L&K in seven-seat configurations. The company shared that the SUV is being assembled in India at the brand’s facility in Chhatrapati Sambhaji Nagar. The Kodiaq comes with a claimed fuel efficiency of 14.86 kmpl by ARAI.

The all-new Skoda Kodiaq grows 59mm longer than its predecessor, now measuring 4,758mm in length, 1,864mm in width and 1,679mm in height, with a wheelbase of 2,791mm. Its ground clearance increases to 155mm when fully laden. It continues to retain its three-row layout yet manages to offer 281 litres of cargo space with all seats upright, 786 litres with the third row folded, and 1,976 litres with both rear rows stowed. Externally, the SUV boasts a bold redesign, featuring LED Beam Crystallinium headlamps with a Welcome Effect and a front grille integrated with a horizontal light strip.

A red strip connecting the tail lamps accentuates its width, and six exterior colour options are available, including Moon White and Velvet Red, with exclusive Bronx Gold for the L&K and Steel Grey for the Sportline.

On the inside, the Kodiaq elevates luxury with two distinct themes: a sporty all-black interior for the Sportline and premium Cognac leather upholstery for the L&K trim. A 32.77-cm infotainment system and Smart Dials with tactile controls streamline access to HVAC, audio and drive modes. Ergonomic upgrades include a steering wheel-mounted gear selector and a rear tablet holder. The Ergo front seats feature advanced pneumatic massage, while an acoustic package and noise-reducing windows ensure a tranquil cabin.

The Kodiaq is equipped with nine airbags, complemented by a sliding panoramic sunroof and a 725W Canton sound system with 13 speakers.

Skoda Auto India is also offering a standard warranty of five-year/125,000km (whichever earlier), along with a 10-year complimentary Road-Side Assistance on offer.

Petr Janeba, Brand Director, Skoda Auto India, said, “In March, we recorded our biggest ever monthly sales in India, driven by the Kylaq launch, and supported by the Kushaq and Slavia. This is one of many new records we aim to set this year. In line with our product offensive strategy, the launch of the all-new Kodiaq showcases the other end of our product spectrum with Škoda’s luxury and technology prowess. The Kodiaq has now grown to be an important legacy name for us like the Octavia and Superb. The Kodiaq offers the ultimate luxury and handling for city roads and also packs in versatile all-terrain capabilities.”

German luxury automotive brand BMW Group India has launched the BMW M Drift Academy, an exclusive performance training platform that brings the thrill of drifting to India like never before.

The two-day event will take place at Raymonds Compound in Thane West, Maharashtra on 26 April 2025.

The BMW M Drift Academy will allow enthusiasts to experience vehicle drifting in a safe environment. The event will feature the BMW M2 and BMW M4 with the course having a mix of theory and hands-on track time. Experienced BMW certified instructors will familiarise participants with the features of BMW M cars and train them on various aspects of the vehicles like controlling a drift, throttle control, maintaining a drift, exiting a drift, half circle drift, exiting a half circle drift with style, full circle drift, maintaining a full circle drift (clockwise and anticlockwise) and transition drifting on a figure 8. 

Vikram Pawah, President and CEO, BMW Group India, said, “The BMW M Drift Academy is first-of-its-kind experience for car enthusiasts in India. Designed to unlock pure driving exhilaration, the academy offers an unforgettable journey packed with mastering various drifting techniques with utmost safety. Conducted under the watchful eyes of BMW certified instructors, each session promises edge-of-the-seat excitement and skill enhancement behind the wheel of BMW M cars. It’s a perfect place where adrenaline meets precision, and every drift is a symphony of skill, speed and sound.”

Volkswagen India has launched the new Tiguan R-Line at INR 4.89 million (ex-showroom), expanding its SUV portfolio for the Indian market.

Based on the MQB EVO platform, the Tiguan R-Line introduces a new chassis generation focused on driving dynamics and on-road performance.

The Tiguan R-Line is powered by a 2.0-litre TSI EVO petrol engine that produces 204 PS and 320 Nm of torque. The engine is paired with a 7-speed DSG transmission and features 4MOTION all-wheel drive. The SUV also includes Dynamic Chassis Control (DCC Pro) and Vehicle Dynamics Manager, which allows wheel-specific braking and damper adjustment.

In terms of safety, the Tiguan R-Line is equipped with 21 Level 2 Advanced Driver Assistance System (ADAS) features. These include adaptive cruise control, lane assist, park assist, and emergency braking, among others. The model carries a 5-star EURO NCAP safety rating and includes 9 airbags, tyre pressure monitoring, hill start assist, hill descent control and disc brakes at both front and rear.

Inside the cabin, the vehicle includes a 26.04 cm digital cockpit and a 38.1 cm infotainment system. A head-up display and multifunction control dial with an integrated TFT display allow for driver interaction with various settings and modes. The voice assistant (IDA) provides access to multiple infotainment features.

Convenience features include wireless charging, Wireless App-Connect and a sound system with eight speakers. The infotainment system integrates navigation data with the digital cockpit display.

Ashish Gupta, Brand Director, Volkswagen India, said, “With the launch of the all-new Tiguan R-Line today, we are entering an exciting phase for Volkswagen in India, a phase that embodies the future of premium mobility from Volkswagen. This iconic SUV along with being bold and dynamic is also modern, fully equipped and highly capable to handle all terrains. Developed with German–engineered DNA, 5-star safety and fun-to-drive dynamics, the all-new Tiguan R-Line is here to thrill.”

The Tiguan R-Line also comes with a support programme called 4EVER Care, which includes a four-year warranty, four-year roadside assistance, and three free services.

Bookings for the Tiguan R-Line are now open across all Volkswagen dealerships in India, as well as through the company's official website. Deliveries are scheduled to begin on 23 April 2025. The SUV will be offered in six colour variants: Persimmon Red Metallic, Cipressino Green Metallic, Nightshade Blue Metallic, Grenadilla Black Metallic, Oryx White Pearl, and Oyster Silver Metallic.

Italian luxury brand Automobili Lamborghini has appointed Nidhi Kaistha as the new Head of Lamborghini India.

With over two decades of experience across hospitality, aviation and automotive industry, Kaistha will  oversee sales, marketing and aftersales operations for Lamborghini in India, which also is the sixth-largest market for the luxury brand in the Asia Pacific region.

Prior to joining Lamborghini India, she held the role of Regional Sales & Pre-owned cars manager at Porsche India.

Francesco Scardaoni, Regional Director of Automobili Lamborghini Asia Pacific, said, “We are delighted to welcome Nidhi Kaistha as Head of Lamborghini India. She brings a wealth of experience in the automotive industry, and we are confident that her strategic vision will drive further growth in India. India continues to be a market with immense growth potential for Lamborghini, and we look forward to strengthening our presence and delivering exceptional experiences to our customers in the region.”

At present, Lamborghini operates three dealerships in Mumbai, Delhi and Bengaluru.