Differential reveals research findings that electric vehicle customers in Thailand still worry about battery weaknesses and charging problems, reinforcing that the BEV charging experience remains an unsolved issue.
Mr. Sirat Satrapai, Managing Director of Differential Thailand, said the Product Customer Experience Index (Product CXI) Study, which focuses on vehicle product customer experiences in Thailand, highlighted several key points.
These include customer satisfaction with vehicle design, appeal, features, and performance—collectively known as product satisfaction—which is a crucial factor in building customer loyalty and serves as a product strength amid intensifying competition, especially from new car brands entering the Thai market.
This study reflects perspectives from owners of 14 popular car brands, who rated their satisfaction with their vehicles covering exterior design, driving performance, interior comfort, ergonomics, and safety, among other aspects.
The research was conducted from October to December 2025, gathering feedback from vehicle owners who had possessed their cars for 12 to 36 months before the interview. Satisfaction was measured across nine main categories covering 52 sub-features of the vehicle. The nine main categories are:
1. Exterior design and vehicle style
2. Safety systems
3. Convenience of use and control systems
4. Performance and driving experience
5. Lighting and signaling systems
6. Interior design and comfort
7. Storage space and compartments
8. Audio and entertainment systems
For battery electric vehicles (BEVs), there is an additional dimension:
9. Battery and charging. This year, the industry's P-CXI score stands at 890 out of 1,000 points.
The research found that GWM owners had the highest average satisfaction score of 896 out of 1,000, ranking first. Following closely were Honda and Mazda, both scoring 895 points.
Nissan scored 894, Ford 893, and Toyota 891. All these brands scored above the industry average of 890 points. MG scored exactly 890, at the industry average, while other brands scored below the industry average.
"Japanese cars continue to have higher overall product satisfaction scores than Chinese cars (890 vs. 886 points). Owners of BEVs, mostly Chinese brands, have lower overall product satisfaction scores compared to owners of internal combustion engine (ICE) and hybrid vehicles (884 vs. 891 points). Battery and charging are key weaknesses where BEV customers show the lowest satisfaction," Mr. Sirat explained.
Regarding key satisfaction factors, customers rated exterior design and vehicle style highest, followed by performance and driving experience, then convenience of use and control systems. Conversely, the lowest satisfaction scores were:
1. Battery and charging
2. Storage space and compartments
3. Audio and entertainment systems
On detailed subtopics of satisfaction, customers expressed highest satisfaction with:
1. The beauty and functionality of interior ambient lighting
2. The convenience and usefulness of charging ports for mobile devices
3. The effectiveness of driver assistance systems and visibility aids, reflecting that Thai customers value a premium-feeling cabin, essential mobile device charging points, enhanced safety through driver aids, easy-to-use steering wheel controls, and harmonious interior colors and materials—all contributing to a positive driving impression.
On the other hand, noise insulation, cabin quietness, ability to block external odors, and audio system quality (especially bass and sound clarity) remain areas where customer expectations have yet to be fully met.
Additionally, 70% of respondents—whose average satisfaction score was 913 (23 points above the industry average)—are active promoters willing to recommend their car brand to friends, family, and close contacts. The remaining 30% are passives (neutral) or detractors (not recommending), with detractors scoring significantly lower at 837 points, 53 points below the industry average. These figures highlight the importance of creating satisfying product experiences that foster loyalty, turning customers into powerful advocates.
Mr. Sirat added that the 2026 Product CXI study also identified key factors highly valued by Thai vehicle owners:
1. Exterior design and vehicle style
2. Safety systems
3. Convenience of use and control systems
4. Performance and driving experience—all of which drive overall product satisfaction.
Vehicle beauty and passenger safety remain fundamental, followed by the desire for vehicles that are easy to use daily and provide confidence and good responsiveness during driving.
For electric vehicles (BEVs), the main weaknesses lowering satisfaction scores are battery and charging issues, including charging time and the convenience of home chargers. This underscores that the BEV charging experience continues to be an unresolved problem, undermining overall customer satisfaction. Conversely, these areas present key opportunities for development to enhance product satisfaction and build long-term loyalty.