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.

ARTICLE CONTINUES BELOW

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.

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

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

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

With billions in loans, China is rebuilding Nigeria’s railway network from scratch, abandoning the British colonial tracks that have turned to scrap and creating a corridor of over 1,300 km to take the load off the roads of Africa’s largest economy.

Forget petroleum-based asphalt: a Scottish company transforms 684,000 plastic bottles into one kilometer of road that is 60% more resistant and up to 10 times more durable, and the technology has already started replacing traditional asphalt in more than 30 countries.

Austrian engineers have developed an inflatable concrete technology that transforms flat slabs into domes using only air pressure, eliminating scaffolding and temporary forms, and potentially changing the way bridges, tunnels, and curved roofs are constructed worldwide.

Australia prepares to dredge 96.5 million m³ in Moreton Bay to deepen, widen, and realign channels of the Port of Brisbane, in a project of up to 25 years designed to accommodate larger ships and enhance maritime safety and regional port efficiency.

A robot named Walter does the work of five bricklayers per hour and can save the construction industry, where the average age of professionals is 46 years and almost no one wants to learn the trade anymore, in the United Kingdom.

Cristiano Ronaldo builds a billion-dollar mansion in Portugal with 54,000 square feet, a 3-acre plot facing the Atlantic, private spa, indoor and outdoor pools, and an estimated value of an impressive R$ 385 million.

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Bicycles become a ‘craze’ in SP, synonymous with agility in traffic, but the government wants to limit electric ones to 20 km/h, reduce speed to 6 km/h near pedestrians, and even prohibit circulation on fast lanes after an increase of 212 thousand units in the Brazilian market.

After BYD and others, China invades Brazil with giant tractors of up to 700 hp, 50% fuel savings, and a billion-dollar factory planned after Zoomlion projects R$ 500 million in sales in Brazilian agriculture.

Human brains without bodies are kept “alive” in a laboratory in the USA to test drugs against Alzheimer’s and Parkinson’s while scientists face a debate about consciousness after death.

Goodbye, Citroën! The brand, known for problematic and ‘bomb’ cars in Brazil, is preparing to leave the country after disappointing sales, as its owner (Stellantis) prioritizes Fiat Fastback, the new Argo, and Jeep Avenger in the Brazilian market.