Survey Reveals Which Brand Has the Most Satisfied Customers in Brazil — And It's Not Toyota or Honda, But a Chinese Brand

Survey Reveals Which Brand Has the Most Satisfied Customers in Brazil — And It’s Not Toyota or Honda, But a Chinese Brand

Written by Romário Pereira de Carvalho

Published on 24/09/2025 at 17:01

Imagem: Divulgação / BYD

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Decoupling Research Shows That BYD Leads Customer Satisfaction in Brazil in 2025, Surpassing Jeep, Honda, Toyota, and Other Competitors

BYD has become the automaker with the most satisfied customers in Brazil in the first quarter of 2025, according to a survey by Decoupling, a consultancy specialized in consumer behavior. The study evaluated more than 10,000 data points collected from online reviews and utilized a methodology created at Harvard, adapted by the company with the support of artificial intelligence.

How the Research Was Conducted

The ranking involved 12 automakers: BYD, Chevrolet, Citroën, Fiat, Ford, Honda, Hyundai, Jeep, Nissan, Renault, Toyota, and Volkswagen.

The methodology divided the analysis into 17 stages of the customer journey, from the initial search on the website to the car review at the dealership.

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Each stage received average scores based on consumer perceptions. BYD achieved the overall first place with 8.11 points, ahead of Jeep (8.02) and Honda (8.01).

Overall Scores of Automakers

1st) BYD – 8.11
2nd) Jeep – 8.02
3rd) Honda – 8.01
4th) Toyota – 7.87
5th) Hyundai – 7.85
6th) Citroën – 7.83
7th) Nissan – 7.82
8th) Chevrolet – 7.80
Industry Average – 7.78
9th) Fiat – 7.59
10th) Renault – 7.56
11th) Volkswagen – 7.50
12th) Ford – 7.46

BYD’s Advancement and Change on the Podium

In the 2024 survey, Honda and Hyundai dominated the top positions. Now, the Chinese BYD has taken the lead, leaving Jeep in second place and pushing Asian brands down.
The result shows the rapid rise of the manufacturer in the national market.

Additionally, BYD ranked among the top three in 10 of the 17 evaluated topics, confirming consistency in service.

Strengths of the Chinese Brand

Consumers highlighted the positive experience on the brand’s website, visits to dealerships, and test drives.
The company also excelled in the dealership website research stage, model comparisons in the showroom, and vehicle delivery.

Competitors’ Performance

Volkswagen appeared as a negative highlight, coming in last place in six stages, mainly in dealership service, price negotiation, and choice of options.

However, it was Ford that finished with the worst overall score after receiving negative evaluations in test drive, financing, and accessories.

Highlights by Stage

Brand Website Research: Best for BYD; worst for Ford.
Reception at the Dealership: Citroën in first; Volkswagen in last.
Test Drive: BYD leads; Ford came last.
Car Delivery: Honda leads, BYD comes in second; Fiat in last.
Wait Time for Delivery: Chevrolet in first; Nissan in last.

Therefore, the study shows that each automaker has points of excellence and weaknesses, but BYD managed to balance almost all stages of the consumer journey.

What Pleases the Most and What Disturbs the Most

Overall, the test drive was the highest-rated experience among all brands, with an average score of 8.28.
Next were access to the automaker’s website (8.13) and reception at the dealership (8.06).

On the other hand, the biggest cause of dissatisfaction was the wait time for car delivery, which received only 7.40.

Ranking of the Best-Rated Stages

Test Drive – 8.28
Brand Website Research – 8.13
Reception at the Dealership – 8.06
Car Delivery – 8.02
Contract Signing – 8.01
Model Comparison – 7.93
First Visit to the Dealership – 7.86
Financing at the Dealership – 7.78
Document Delivery – 7.71
Choice of Options – 7.70
New Car Negotiation – 7.69
Choice of Accessories – 7.65
Dealership Review – 7.65
Subsequent Visits – 7.56
Dealership Website Research – 7.51
Used Car Evaluation in Trade-In – 7.42
Wait Time for Delivery – 7.40

Conclusion

The Decoupling research confirms that BYD has earned the trust of Brazilian customers. The Chinese automaker surpassed traditional competitors and showed that investing in consistent service across all stages can be decisive in achieving leadership in satisfaction.

With information from Auto Esporte.

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Survey Reveals Which Brand Has the Most Satisfied Customers in Brazil — And It’s Not Toyota or Honda, But a Chinese Brand

Decoupling Research Shows That BYD Leads Customer Satisfaction in Brazil in 2025, Surpassing Jeep, Honda, Toyota, and Other Competitors

How the Research Was Conducted

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

Overall Scores of Automakers

BYD’s Advancement and Change on the Podium

Strengths of the Chinese Brand

Competitors’ Performance

Highlights by Stage

What Pleases the Most and What Disturbs the Most

Ranking of the Best-Rated Stages

Conclusion

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Survey Reveals Which Brand Has the Most Satisfied Customers in Brazil — And It’s Not Toyota or Honda, But a Chinese Brand

Decoupling Research Shows That BYD Leads Customer Satisfaction in Brazil in 2025, Surpassing Jeep, Honda, Toyota, and Other Competitors

How the Research Was Conducted

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

Overall Scores of Automakers

BYD’s Advancement and Change on the Podium

Strengths of the Chinese Brand

Competitors’ Performance

Highlights by Stage

What Pleases the Most and What Disturbs the Most

Ranking of the Best-Rated Stages

Conclusion

At just 14 years old, a boy creates a system without energy, using steel pipes buried in the ground, that irrigates seedlings with moisture from the air, to combat the water scarcity threatening reforestation in northern China.

Where there was only sand and wind at 40 degrees, China built a megacity of 500,000 inhabitants with farms, wineries, and universities in the middle of the desert using melted glacier water from hundreds of kilometers away.

At over 8,800 meters above sea level, the summit of Mount Everest is made up of rocks that originated at the bottom of an ocean about 500 million years ago and were pushed to the highest point on Earth by the collision of tectonic plates.

The German economist Wolf-Peter Schill has no doubts: “Electric cars are already far superior to cars with internal combustion engines.”

Brazil accelerates decarbonization in the South: International forum in Foz do Iguaçu gathers leaders to discuss the advancement of biomethane in the energy matrix and the potential of “caipira pre-salt.”

Alert in the fuel market: Analysts and a former director of ANP warn that oil prices may worsen in the coming months due to global instability.

Roraima bets on the sun to escape high tariffs: Amid the energy crisis and price hikes, solar energy is growing in Roraima and transforming consumption in the North region.

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The German economist Wolf-Peter Schill has no doubts: “Electric cars are already far superior to cars with internal combustion engines.”

Researchers discover a possible hydrogen deposit of up to 46 million tons beneath an ancient coal basin, and the volume could exceed half of the entire global production.

While the world looks at oil, the war with Iran is already disrupting helium supply from Qatar, affecting car and iPhone chips, threatening AI expansion, and putting pressure on aluminum packaging at the highest value in four years.

Global warming will expose a treasure hidden under the ice of Antarctica and may spark an international dispute over gold and valuable minerals.

The Argentine government celebrates the lowest poverty rate in 7 years, but experts warn that the methodology has changed, real wages have fallen, unemployment has risen, and the number of people on the streets of Buenos Aires has increased by 57% since Milei took office.