Toyota and Lexus Rank First and Second, Respectively, in Sales and After-Sales Satisfaction

[Financial News] Toyota and Lexus ranked first and second, respectively, in sales-service and after-sales-service satisfaction in an integrated customer satisfaction survey of domestic and imported vehicles. Toyota led the after-sales-service evaluation after topping satisfaction with the new-vehicle purchase process, while Lexus placed second in both categories. Both brands received high marks across the entire customer experience, from showroom consultations to vehicle management after delivery.
Toyota Motor Korea announced on the 17th that Toyota ranked first in both sales-service satisfaction (SSI) and after-sales-service satisfaction (CSI) in ConsumerInsight’s 2026 Annual Automotive Survey, which evaluated domestic and imported vehicles together. Lexus ranked second in both categories.
This was the first time Toyota had ranked first in both categories since the integrated evaluation of domestic and imported vehicles began in 2023.
Toyota scored 850 points in sales-service satisfaction, while Lexus scored 839. According to Toyota Motor Korea, the two brands have maintained first and second place, respectively, in this category for five consecutive years. Sales-service satisfaction measures the showroom experience, sales representatives, the vehicle handover process and post-purchase customer care among consumers who purchased a new vehicle within the past year.
In after-sales-service satisfaction among customers who had used an authorized service center within the past year, Toyota ranked first with 859 points. Lexus followed closely with 858 points, just one point behind. Toyota’s after-sales-service ranking rose from third in 2023 to second in 2024, a tie for second in 2025, and first this year.
Toyota Motor Korea continues to provide customer lifecycle management support from vehicle purchase through ownership and maintenance. It is also pursuing its “Best in Town” initiative, through which authorized dealers nationwide communicate with local customers and strengthen relationships.
Kang Dae-hwan, vice president of Toyota Motor Korea, said, "These results are especially meaningful because they show that customer satisfaction at the vehicle-purchase stage continues through the process of owning and managing the vehicle after delivery. We will continue listening closely to our customers and work consistently with dealers nationwide to provide services that satisfy customers throughout their entire car-life journey, from purchase through ownership and maintenance."
Meanwhile, ConsumerInsight has conducted its annual survey of approximately 100,000 automotive consumers since 2001. This year’s survey was conducted in July among a total of 94,772 people nationwide who either owned a vehicle or intended to purchase one within the next two years.
[email protected] Kim Dong-ho Reporter