Great Wall Motor (GWM) was the highest-tanked brand in the Product Customer Experience Index (Product CXI) Study conducted by Differential Thailand from October and December 2025.
According to Differential Thailand, the study measures owner’s satisfaction with their new vehicle across nine vehicle performance dimensions covering 52 product attributes.
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 ranked 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 maintained 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,” he added. “These areas present the greatest opportunity for targeted investment to drive improvements in satisfaction and foster long-term customer loyalty.”
