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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Kia India has announced a significant change to its leadership team, naming Sunhack Park as Chief Sales Officer (CSO) and Joonsu Cho as Chief Business Officer (CBO).

As the new CSO, Park will head Kia India’s sales strategy, focusing on sustainable growth, improving operational efficiency and expanding the brand’s market reach. He brings over 28 years of international automotive experience, having held key leadership positions at Kia Headquarters in South Korea, the Middle East & Africa (MEA) and India.

Cho, in his role as CBO, will be responsible for crafting business strategies, overseeing production planning and export logistics, leading cross-functional teams and forging strategic alliances to ensure operational excellence. He has over 32 years of leadership experience from global roles in Australia, the UK and Europe.

Sunhack Park, said, “I am privileged to take on the role as Chief Sales Officer. This is an exciting phase for the brand as we continue to expand our presence in a dynamic and evolving market. My focus will be on driving sales growth, optimizing operational efficiency, and strengthening our dealer and partner ecosystem.”

Joonsu Cho, said, “I am honored to assume the role of Chief Business Officer. Kia India has made remarkable strides in the market, and my priority will be to develop and execute robust business strategies that support sustainable growth and operational excellence.”

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RattanIndia Enterprises-owned Revolt Motors, a leading electric motorcycle brand, is strengthening its leadership team and has appointed Raghava Rao as its new Chief Business Officer (CBO).

Rao, a seasoned industry leader, comes with over two decades of diverse experience across the automotive sector, spanning two-wheelers, tractors, three-wheelers and commercial vehicles.

Prior to joining Revolt Motors, he has held senior leadership positions at Kinetic Engineering, Bajaj Auto, Tata Motors, Piaggio Vehicles and TI Clean Mobility (Montra Electric).

Roy Kurian Joins Revolt Motors As President

Rao has expertise in channel sales, customer support, customer experience and market insights, with a proven track record of driving business growth and customer success.

Anjali Rattan, Chairperson, RattanIndia Enterprises, said, “We are delighted to welcome Raghava Rao to the Revolt family. His deep expertise in the automotive industry and proven leadership across multiple business functions will play a crucial role in accelerating our growth journey and further strengthening Revolt’s position as India’s No.1 electric motorcycle brand.”

Rao is an alumnus of the Indian School of Business (General Management Program), holds a B.Tech degree from BITS Pilani, and a PGCSM from XLRI Jamshedpur.

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Mumbai-headquartered SUV major Mahindra & Mahindra has launched the new Thar with prices starting at INR 999,000. The vehicle incorporates design changes, comfort features and technology integration, engineered for urban travel and weekend adventures.

The popular SUV has gone home to over 300,000 customers, now features a new exterior, which includes a front grille, a dual-tone front bumper and R18 alloy wheels. The interior includes a black theme dashboard and a new steering wheel. It is available in six colour options, including two new additions: Tango Red and Battleship Grey.

For comfort and convenience, the Thar features rear AC vents for second-row passengers, a sliding armrest and a dead pedal (automatic transmission models). Door-mounted power windows, a rear-view camera and an internally operated fuel lid are included. The vehicle also has a rear wash & wiper and an A-Pillar entry assist handle.

The Thar is equipped with a 26.03 cm HD infotainment screen that supports Android Auto and Apple CarPlay. Other tech includes Type-C USB ports and Adventure Stats Gen II, which provides off-road data such as a racing tab, altimeter, outside temperature and pressure, trip meter and steering direction.

Mahindra offers a range of engine options paired with transmissions – a 6-speed manual or a 6-speed torque converter automatic – in RWD as well as 4X4 configurations.

Nalinikanth Gollagunta, CEO - Automotive Division, Mahindra & Mahindra, said, “Over the years, Thar has become more than just an SUV – it’s a symbol of freedom, adventure, and a lifestyle that resonates deeply with our customers. At Mahindra, we are committed to listening to our customers and evolving with their needs, which is why the New Thar reflects both their feedback and our dedication to provide the best to our customers. By blending new design elements, smart technology, enhanced comfort and convenience features, the new Thar offers an unparalleled driving experience that empowers our customers to explore limitless possibilities in both urban and off-road settings.”

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Stellantis-owned Citroen India has launched the new Aircross X SUV, the latest addition to its premium X-Series portfolio, with an introductory price starting at INR 829,000. The launch, the company said, is a key step in the brand’s Citroen 2.0 ‘Shift Into the New’ strategy, positioning the SUV as a feature-rich, spacious option for Indian customers.

The new Aircross X elevates its segment with significant interior and technology upgrades. The cabin features an enriched design with a leatherette-wrapped instrument panel, chic gold accents and a bezel-less 10.25-inch infotainment screen paired with a 7-inch digital cluster. Comfort is enhanced with ventilated leatherette seats, diffused ambient lighting and the brand’s signature Advanced Comfort Suspension.

A standout feature is the introduction of CARA, billed as India’s first multilingual, intuitive in-car companion. CARA can communicate in 52 languages, control essential vehicle functions and prioritise safety with voice SOS and crash alerts. Driving convenience is further improved with Proxi-Sense Passive Entry, Cruise Control and a HALO 360deg Camera with Satellite View.

Emphasising the model’s safety credentials, the launch follows the recent 5-star Adult protection rating awarded to the Aircross 5S variant in the Bharat New Car Assessment Program (BNCAP).

The New Aircross X is available in 5- and 7-seater configurations with options for both ICE and CNG engines. Bookings are now open across all Citroen dealerships and online.

Kumar Priyesh, Business Head & Director – Automotive Brands, Stellantis India, said, “The new Aircross X is an SUV designed around the real needs of Indian families – space, comfort, safety and smart innovation. With the debut of CARA, we’re making everyday mobility more intuitive and personal. What makes the New Aircross X unique is that it blends the practicality of a family SUV with the premium feel of our X-Series design. It is a versatile SUV that’s aspirational, yet accessible.”

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