Home 9 Inspiration 9 Cases and clients 9 Toyota/Lexus Norway

Toyota/Lexus Norway

Enhanced customer experience and long-term loyalty in the Norwegian automotive market
– driven by deep customer insights, clear priorities, and a shared analytical and improvement framework that anchors customer experience efforts across the organization.

“Not many people know more about how car owners in Norway think, evaluate and rank their cars than Loyalty Group.”

Per Christian Huse, CX Manager, Toyota and Lexus Norway

Toyota and Lexus in Norway have for many years worked systematically with customer experience as a strategic lever for strengthening both brand, business performance, and long-term loyalty. In a market characterized by intense competition and rapid change, the ambition has been clear: to translate customer insights into concrete actions – year after year.

SITUATION

The Norwegian automotive market is characterized by fierce competition, rapid transformation, and continuously rising customer expectations. Both Toyota and Lexus have maintained a strong focus on customer experience as a key driver of brand strength and long-term loyalty.

For Lexus, the ambition has been clear: to be best in customer experience – not only globally, but also in the Norwegian market. With high customer expectations and a continuous focus on improvement, it has been essential to maintain precise and reliable insights across the entire customer journey.

For Toyota, the challenge has been to strengthen the overall customer experience at the dealership level while ensuring progress in a rapidly evolving market. This has required a deep understanding of customer evaluations, priorities, and loyalty drivers – as well as the ability to translate insights into action.

SOLUTION

Through its collaboration with Loyalty Group, Toyota and Lexus in Norway use AutoIndex as a central analytical and performance management tool. The study provides detailed insights into how customers evaluate the brand, products, dealerships, and the overall customer experience.

Following the annual results presentations, Loyalty Group has conducted in-depth reviews with key stakeholders and senior management. The results have been analyzed down to question level and supplemented with driver analyses and business perspectives.

These insights have formed the basis for prioritizing improvement areas, developing action plans, and initiating targeted initiatives across sales, aftersales, and dealer networks. Workshops and result reviews have brought cross-functional teams together, contributing to strong organizational anchoring and shared ownership of the customer experience.

RESULTS

Since 2011, Lexus has consistently ranked first in the Norwegian part of the AutoIndex study, while continuously improving its results year after year. This top ranking is clear evidence that customers value the daily efforts delivered across the entire organization – from brand to dealer to individual employee.
Over time, Toyota has significantly improved its results and has now established itself among the top three brands, just behind Lexus. The focus on customer insights has strengthened both the brand and customer loyalty, while enabling the identification of trends, market shifts, and concrete opportunities for improvement.

For both brands, AutoIndex has evolved into an important management tool, supporting strategy development, marketing, dealer development, and continuous improvement efforts. At the same time, the collaboration has contributed to increased internal motivation, pride, and a stronger customer-centric culture.

Services Delivered

Analysis & Reporting

Implementation

  • Results review
  • Action plan workshops

Organizational motivation

At Lexus Norway, we have been privileged to be ranked first place in the Loyalty Group AutoIndex study, since we first were included 10 years ago. We never take this position for granted and are constantly looking for opportunities for improvement. There is a great deal of pride and motivation among all Lexus employees in Norway every year, when we have won the AutoIndex.
Our customers takes great notice of the fact that Lexus has the most satisfied customers in AutoIndex and talk about this when they contact the dealers.

– Jan Christian Holm, General Manager, Lexus Norway

The study has for many years been recognized as an industry standard in the Scandinavian markets and at Lexus we see great value in the detailed market insight that AutoIndex gives us.
Both the results of the survey and the professional competence of the Loyalty Group consultants are highly valued by both us and our dealers.
Results and the accompanying advisory from Loyalty Group are used in both strategy development, marketing and dealer development.
Based on our many years of collaboration, I can only give the AutoIndex study and the Loyalty Group consultants my very best recommendations.

– Jan Christian Holm, General Manager, Lexus Norway

Toyota Norway has for many years had the pleasure of collaborating with Loyalty Group on AutoIndex.
During this time, we have always been very satisfied with the knowledge they have about the automotive industry and about consumer behavior in our market. Not many people know more about how car owners in Norway think, evaluate and rank their cars than our Danish business partners in Loyalty Group.
The commitment shown by our Loyalty Group contacts is impressive, and it goes without saying that they are passionate about communicating their findings and recommendations. This is highly contagious and makes it easy for us to gather cross functional groups for work meetings, which is something many people really look forward to. In executing of their work, Loyalty Group is an extremely professional partner, also in the more formal matters.

– Per Christian Huse, CX Manager, Toyota Norway AS

The method and product AutoIndex provide detailed insight into the many important aspects of what customers say, think and feel about our business, our brand, our products and our dealers. This is a level of insight we do not think we can get elsewhere.
By following your own and competitors’ development over time, it is easy to identify trends and implement important changes.
Loyalty Group is always prepared to discuss possible initiatives and is not content with having a distant relationship with the figures. They know very well what the findings mean in practice and do not hesitate to ask the challenging questions, thus promoting the ability for us to think in new lines.
The collaboration with Loyalty Group is in short useful, exciting and educational. It engages broadly in our organization and delivers insights that are important for the development of our strategy and future initiatives.

– Per Christian Huse, CX Manager, Toyota Norway AS

Toyota Norway has for many years had significant use of the annual AutoIndex survey.
Hence, every year when issued, we gather key staff across the company including top management for a survey review with Mikkel Korntved and Lars Jepsen from Loyalty Group.
Thereafter, the key findings are used by the related departments to further investigate and decide upon improvement areas and actions.
As AutoIndex being the largest car survey in Scandinavia and also constantly developing scope, the importance of this extensive survey as a management tool cannot be overrated.

– Jørn A. Brønmo, Marketing Director, Toyota Norway AS