India CX Report'25: Automotive

    The auto sector is transitioning by embracing electrification, autonomous technologies, and connected services
    India CX survey'25: Automotive

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    45 per cent of customers struggle to find adequate information about vehicles, and the lack of financing options further delays their purchasing decisions

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    42 per cent of customers express concerns over pricing transparency and insufficient clarity on insurance policies, leading to distrust in the brand

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    44 per cent of customers are inclined to switch to competitors if a brand lacks market presence or fails to deliver value for their investment

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    50 per cent of the customers stated limited availability of car models at the dealerships and suboptimal website experience as the key challenges during assessment

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    34 per cent of customers seek flexibility in customising car features and support

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    While delivery on promised value is desirable, responsive customer support and a seamless test drive experience will impact retention for 46 per cent of customers

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    The segment can unlock upselling opportunities by prioritising exceptional customer experiences and demonstrating reliable, trustworthy operations

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    42 per cent of customers have cited an intuitive website and ease of assessing the vehicle information online as the key requirement

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    43 per cent of the customers want a detailed view of features and seamless financing at the dealership during purchase

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    A strong brand presence and positive social perception influence the willing to pay more for 30 per cent of the customers

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    Customer retention is low, with 58 per cent of switchers seeking good performance from the vehicle and empathetic support from staff

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    Low performance of the segment across prioritised experience attributes can be mapped to low customer retention with 42 per cent switchers

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    Customers prioritise the ‘Expectation’ pillar however, their willingness to pay a premium is higher for the ‘Empathy’ pillar

    India CX Report'25: Commercial vehicles

    Findings across the purchase journey of heavy-duty vehicles for commercial purposes, such as the transportation of goods

    India CX Report'25: Passenger vehicles

    Findings across the purchase journey of passenger vehicles purchased for personal usage by an individual or family

    India CX Report'25: Two wheelers

    Findings across the purchase journey of bikes and motorcycles purchased for urban and rural transportation needs
    Based on the survey, website UX/UI and ease of product assessment stood out as the key differentiators from a customer perspective. Trusted brand name and responsive customer support came out as the prioritised attributes for delivering a superior customer journey. 'Integrity' and 'Expectation' remain the key pillars while making a purchase decision. Looking ahead, trends like personalised digital interactions, virtual showrooms, and seamless online-to-offline transitions will further elevate customer experiences and drive growth.

    Jeffry Jacob

    National Sector Leader Automotive, Partner Business Consulting

    Jeffry Jacob

    Our customer experience (CX) insights across sectors

    Mastering intentional experiences: India CX report' 25

    Benchmark experience from the customer’s viewpoint, to uncover prioritised attributes driving value

    Mastering intentional experiences: India CX report' 25

    Key Contacts

    Nikhil Sethi

    National Leader Consumer Goods and Co-Lead Customer & Operations

    KPMG in India

    Vinodkumar Ramachandran

    Partner and Head - Business Consulting

    KPMG in India

    Jeffry Jacob

    National Sector Leader Automotive, Partner Business Consulting

    KPMG in India


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