AutoIndex™

Focus on Car Owner Loyalty in Scandinavia

Fokus på skandinaviske bilejeres loyalitet

AutoIndex™ is the largest and most comprehensive of Loyalty Group’s industry index surveys, with 47,288 Scandinavian respondents in 2024.

This survey sheds light on private car owners’ experiences and satisfaction with their vehicle, car dealership, auto service shop, and car brand.

The Scandinavian importers of the 28 car brands covered in the survey use AutoIndex™ as a tool for monitoring customer experiences and for benchmarking their company’s performance against their competitors.

The target group for the official results of the AutoIndex™ survey – private owners of cars that are 4 years old or newer – represent 17,442 of the survey respondents. The remaining responses are used in customized reports for the industry and for research.

AutoIndex™ 2024 Results – Denmark

BMW gains the top ranking in AutoIndex™ 2024 Denmark, with Toyota placing second this year. Mercedes-Benz claims third place on the podium. The results are based on 8,514 Danish car owners’ experiences and attitudes.

AutoIndex™ 2024 Results – Norway

Lexus comes out on top in AutoIndex™ 2024 Norway for the 13th year running, although by a narrower margin compared to previous years’ extraordinary lead over second place. Toyota maintains its second-place ranking from 2021, 2022, and 2023, with BMW coming in third.

The results are based on 4,537 Norwegian car owners’ experiences and attitudes.

AutoIndex™ 2024 Results – Sweden

Mercedes-Benz takes the lead in AutoIndex™ 2024 Sweden for the first time, with Honda holding on to second place again this year.
In third place, we have Subaru.
The results are based on 4,391 Swedish car owners’ experiences and attitudes.

About AutoIndex™

The AutoIndex™ survey consists of more than 200 questions in which private car owners report on their car ownership within four key areas. The car itself (the product) and their overall loyalty to the car brand, dealership (purchase experience), and auto service shop (maintenance).

Overall Results and Results in the Four AutoIndex™ Categories

Click each category to view the results for Denmark, Norway, and Sweden.

Overall results

Denmark (2024)	Norway (2024)	Sweden (2024)
1. BMW	1. Lexus	1. Mercedes-Benz
2. Toyota	2. Toyota	2. Honda
3. Mercedes-Benz	3. BMW	3. Subaru

(Overall results)

Car and driving characteristics

Denmark (2024)	Norway (2024)	Sweden (2024)
1. BMW	1. BMW	1. TBA
2. Mercedes-Benz	2. Lexus	2. TBA
3. Volvo	3. Volvo	3. TBA

(Car and driving characteristics)

Car Brand Loyalty

Denmark (2024)	Norway (2024)	Sweden (2024)
1. BMW	1. BMW	1. TBA
2. Toyota	2. Lexus	2. TBA
3. Mercedes-Benz	3. Toyota	3. TBA

(Car Brand Loyalty)

Car Purchase Experience

Denmark (2024)	Norway (2024)	Sweden (2024)
1. Toyota	1. Lexus	1. TBA
2. Mercedes-Benz	2. Toyota	2. TBA
3. Suzuki	3. Suzuki	3. TBA

(Car Purchase Experience)

Maintenance at Auto Service Shop

Denmark (2024)	Norway (2024)	Sweden (2024)
1. Toyota	1. Lexus	1. TBA
2. Suzuki	2. Toyota	2. TBA
3. BMW	3. Volvo	3. TBA

(Maintenance at Auto Service Shop)

The AutoIndex study is considered a unique and valuable supplement to the types of Customer Satisfaction surveys that we perform ourselves.
I have personally worked with Loyalty Group in both my current and my previous job (President, Toyota Norway) and to sum it up, I am happy to recommend both Loyalty Group and the AutoIndex study to other NSC’s.

– Alar Metsson, President, Toyota Denmark A/S (2023)

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.

– Jan Christian Holm, General Manager, Lexus Norway (2023)

At Mindline, we apply AutoIndex on all the educations and pieces of training where they are available to us from the NSC. Our experience from the training where it is used versus where it is not, is that there is a clear effect on the participants’ understanding of why there is a need to develop and improve the customer experience.

– Jørgen Faddersbøl, CEO, Mindline (2022)

For Toyota Denmark, Loyalty Group’s annual AutoIndex results are probably the most important supplement to customer satisfaction analyzes and VoC.

– Ralf K. Jensen, Senior Specialist, Toyota Denmark A/S (2023)