*This content was translated by AI.
In the '2026 Annual Automotive Planning Survey' conducted by Consumer Insights, a research firm specializing in institutional investors focused on automobiles, Toyota recorded first place in both sales service satisfaction (SSI) and after-sales satisfaction (CSI) categories in an integrated evaluation of domestic and imported vehicles. Lexus secured second place in both categories.
This survey was carried out in July with a total of 94,772 participants, including car owners nationwide and individuals planning to purchase a vehicle within the next two years, covering both domestic and imported cars. For the first time since the integrated evaluation of domestic and imported vehicles began in 2023, Toyota achieved first place simultaneously in both sales service and after-sales satisfaction categories.
In the sales service satisfaction (SSI) category, which evaluates showrooms, sales staff, delivery processes, and post-purchase management among consumers who purchased a new car within one year, Toyota scored 850 points, securing first place for five consecutive years. Lexus scored 839 points, maintaining second place for five consecutive years.
In the after-sales satisfaction (CSI) category, which targets customers who used official service centers in the past year, Toyota ranked first with a score of 859, while Lexus came in second with 858 points. The difference between the two brands was just one point. Toyota's ranking in the after-sales satisfaction category improved from third place in 2023, to second place in 2024, to joint second place in 2025, and finally reached first place this year.
Toyota Korea Motor is conducting customer lifecycle management activities that support customers from vehicle purchase through ownership and maintenance, as well as "Best in Town" initiatives where official dealers nationwide strengthen communication within their respective regions. Kang Dae-hwan, Executive Vice President of Toyota Korea Motor, stated that these results indicate that satisfaction at the vehicle purchase stage extends to the post-delivery ownership and management process.
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*This content was translated by AI.
