Differential reveals survey results showing three electric vehicle brands—Chery, JAECOO, and AION—achieved the highest satisfaction in vehicle purchases at Motor Expo 2025.
On 26 Dec 2025 GMT+7, Differential (Thailand) Co., Ltd., a leading consulting and market research firm, released the first results of its Customer Experience Purchase Satisfaction Index for Motor Exhibitions (MSSI)SM. The study was conducted during Motor Expo 2025, held from 28 November to 10 December 2025 GMT+7.
This study independently evaluates customer experiences purchasing vehicles from various brands, based on perspectives of customers who reserved cars at Thailand's leading motor shows. It aims to measure overall consumer satisfaction of those who booked vehicles at the event, assessed through four main factors influencing satisfaction with the car buying experience (listed from most to least important):
1. The vehicle selection process
2. Negotiation and pricing offers
3. Interaction with sales staff and product experts
4. Experience within the exhibition booth
The 2025 study was based on interviews with 1,523 new car buyers conducted immediately after customers booked vehicles and registered at the official purchase and prize draw points at the event.
- Chery topped the overall rankings with 936 points out of 1,000, demonstrating outstanding and consistent performance across all sales experience dimensions.
- JAECOO ranked second with 911 points.
- AION placed third with 902 points.
The vehicle selection process was the key factor driving purchase satisfaction, followed by negotiation and discounts or freebies received, accounting for 35% and 25% weight respectively. This highlights the crucial role of promotions and campaigns offered at the event, availability of models customers were interested in, clear product information, and assistance with comparing considered vehicle options.
Negotiation and pricing offers scored lowest in customer satisfaction, with an average score of 870 points, indicating customers remain sensitive to price, promotions, and value of offers at the event.
Customers expressed highest satisfaction with interactions with sales staff and product experts, averaging 896 points. This reflects the important role of knowledgeable, prepared, and professional staff meeting customers.
Mr. Sirat Satrapai, Managing Director of Differential Thailand, stated that at Motor Expo, where customers eagerly visit to explore and select vehicles, each customer may spend 2-3 hours gathering information and making decisions. Brands that understand customer expectations and offer appealing promotional packages, along with clear information to aid comparison and decision-making,
not only enhance chances of closing sales but also provide customers with a satisfying experience. Differential's research and consulting services support automotive manufacturers (OEMs) in preparing and improving their operations for future motor shows more effectively.