Discover what sets top-performing dealerships apart in the latest New Vehicle Customer Experience (NVCX) Report – produced by our CX Lab, exclusively available to our automotive clients.
We’re excited to unveil insights from the 2025 H1 edition of the New Vehicle Customer Experience (NVCX) Report, a premier industry benchmark designed to evaluate the real-world customer experience inside automotive dealerships.
Unlike conventional satisfaction surveys, this report focuses on observed behaviours, captured through an advanced video mystery shop programme. The result is a data-rich, action-oriented overview of how automotive brands engage with customers in the showroom.
A Data-Driven Look at the Automotive Retail Experience
This year’s report is built on a robust foundation:
- 5,279 video mystery shops
- 211,000+ behavioural data points
- 11 of the industry’s largest automotive manufacturers
With this scale, the 2025 H1 NVCX Report delivers one of the most comprehensive perspectives on dealership performance and customer engagement in the automotive sector.
What Makes the NVCX Report Different?
Instead of relying on subjective customer sentiment, the NVCX uses the Behavioural Measurement Score® (BMS®) - a validated, award-winning methodology that quantifies six essential customer-facing behaviours:
- Friendly
- Enthusiastic
- Professional
- Interested
- Attentive
- Helpful
These metrics provide a consistent, objective standard for evaluating dealership interactions.
Key Highlights from the 2025 H1 NVCX Report
Top Behavioural Performance:
The overall BMS® scores show a highly competitive field:
⭐ The top-ranked manufacturer scored an overall BMS® of 4.08, showing excellence in Friendliness (4.33) and Helpfulness (4.61).
⭐ The top five ranked manufacturers all achieved scores above 3.98, demonstrating a strong, consistent focus on customer-facing behaviours across the board.
Sales Process Performance:
Meanwhile, process benchmarking also highlighted strong performance:
⭐ One stand-out manufacturer topped several process elements, including follow-up (99.5%) and offering a test drive (97.4%).
⭐ Three other brands also consistently ranked top tier across various process benchmarks, including:
- Static Vehicle Demonstration (+82%)
- Finance package discussions (+93%)
- Agreeing on a next step (+95%)
Gaps That Impact Customer Loyalty:
Insights show that while most brands are delivering consistent experiences, there are still clear gaps that impact conversion and long-term loyalty:
🚗 Static vehicle demonstration: Ranged from 64.9% to 95.9%
📞 Follow-up within 48 hours: Ranged from 76% to 91%
ℹ️ Contact detail confirmation: Ranged from 77.1% to 95.9%
Why This Matters for Automotive Brands
The report proves that “what” sales executives are doing during the sales process is just as important as “how” they are doing it (behaviours). Brands that consistently exhibit the six key behaviours not only build better rapport but also outperform their industry competitors on key process metrics, ultimately driving sales and customer retention.
These insights are particularly valuable as the automotive industry navigates changing consumer expectations and increased competition.
Final Thoughts: A Roadmap for Retail Success
The 2025 H1 New Vehicle Customer Experience Report acts as both a mirror and a map for the industry. It reflects current performance while pointing the way forward for automotive brands committed to delivering standout retail experiences.
By measuring what truly matters (not just satisfaction, but behavioural excellence), manufacturers and dealers can build deeper customer trust, drive sales performance, and stay ahead in a competitive market.
