Differential Thailand today released the results of its inaugural 2025 Thailand Motor Exhibition Sales Satisfaction Index (MSSI)SM, conducted during the 2025 Thailand Motor Expo from 28 November to 10 December 2025. This independent study provides an objective, customer-based assessment of automotive sales experiences delivered by brands participating in Thailand’s largest automotive exhibition.
The study evaluates performance across four key factors that drive customer satisfaction with the vehicle purchasing experience (ranked in order of importance from highest to lowest):
- Vehicle selection process
- Negotiation and deal experience
- Salesperson and product specialist interaction
- Booth experience
The 2025 study is based on 1,523 completed interviews with new-vehicle buyers, conducted on-site immediately after purchase and official registration at the Motor Expo’s “Buy-Car-Get-Car” counter.
Key Industry Insights:
- Chery ranks highest overall with a total score of 936 points (out of a maximum 1,000-point scale), demonstrating strong and consistent performance across all dimensions of the sales experience. JAECOO ranks second with a score of 911 points, followed by AION in third place with 902 points.
- The vehicle selection process emerges as the most influential factor driving overall purchase satisfaction, followed by negotiation and deal-related elements, including discounts and promotional giveaways. These two factors carry important weightings of 35% and 25% to overall satisfaction, respectively, underscoring the critical role of in-show promotions and campaigns, the availability of models aligned with customer interests, clear and comprehensive product information, and sales staff support in helping customers compare shortlisted models.
- Negotiation and deal experience is the lowest-rated factor, with an average score of 870 points, indicating that customers are deal seekers with high expectations on pricing, promotions, and the perceived value of offers presented at the event. In contrast, salesperson and product specialist interaction receives the highest satisfaction, with an average score of 896 points, highlighting the well-prepared frontline staff who are knowledgeable and professional in delivering a positive experience at automotive exhibitions.
“At motor exhibitions, customers come with high expectations and often spend two to three hours exploring, gathering information, and making purchase decisions. Brands that understand these expectations and offer compelling promotional packages, together with clear information and effective comparison support, not only improve their chances of closing a sale but also ensure customers leave with a positive and satisfying experience, This is where our research study and consulting services can help automotive OEMs sharpen their strategies and execution for upcoming auto shows” said Mr. Siros Satrabhaya, Managing Director, Differential Thailand.
Note:
– The study represents independent and third-party assessment of the current performance of different nameplates in the Thai automotive industry.
– To be eligible for ranking, a brand must meet the minimum sample size requirement of 50 completed interviews.
– SUZUKI, BMW, XPENG, ZEEKR, HYUNDAI, MERCEDES-BENZ, OMODA, WULING, TESLA, AVATR, DENZA, LEAP MOTOR, RIDDARA, MINI COOPER, FARIZON and KIA are excluded in the ranking due to small or insufficient sample size.
About Differential in the Asia Pacific Region
Differential is a premier CX market research and consulting firm with a reputation for excellence. Headquartered in Singapore, Differential currently conducts research and advisory programs in over 40 countries around the world for multiple Fortune 500 clients. Led by a team of seasoned industry professionals with decades of experience, Differential is dedicated to delivering high-quality insights and transformative solutions to enhance customer experiences.
