AutoIndex™ is the largest and most comprehensive of Loyalty Group’s industry index surveys, with 36,558 Scandinavian respondents in 2025.

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 26 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 13,448 of the survey respondents. The remaining responses are used in customized reports for the industry and for research.

AutoIndex™ 2025 Results – Denmark

Toyota gains the top ranking in AutoIndex™ 2025 Denmark, with BMW placing second this year. Mercedes-Benz claims third place on the podium. The results are based on 5,177 Danish car owners’ experiences and attitudes.

AutoIndex™ 2025 Results – Norway

Lexus comes out on top in AutoIndex™ 2025 Norway for the 14th year running – and this year, their victory is even more decisive than last year. Toyota maintains its second-place ranking from 2021, 2022, 2023 and 2024, with BMW coming in third.

The results are based on 3,614 Norwegian car owners’ experiences and attitudes.

AutoIndex™ 2025 Results – Sweden

Toyota takes the lead in AutoIndex™ 2025 Sweden, with BMW holding on to second place this year.
In third place, we have Mercedes-Benz.
The results are based on 4,657 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 (2025)	Norway (2025)	Sweden (2025)
1. Toyota	1. Lexus	1. Toyota
2. BMW	2. Toyota	2. BMW
3. Mercedes-Benz	3. BMW	3. Mercedes-Benz

(Overall results)

Car and driving characteristics

Denmark (2025)	Norway (2025)	Sweden (2025)
1. Toyota	1. TBA	1. TBA
2. BMW	2. TBA	2. TBA
3. Mercedes-Benz	3. TBA	3. TBA

(Car and driving characteristics)

Car Brand Loyalty

Denmark (2025)	Norway (2025)	Sweden (2025)
1. BMW	1. Lexus	1. TBA
2. Toyota	2. Mercedes-Benz	2. TBA
3. Mercedes-Benz	3. BMW	3. TBA

(Car Brand Loyalty)

Car Purchase Experience

Denmark (2025)	Norway (2025)	Sweden (2025)
1. Toyota	1. Lexus	1. TBA
2. Suzuki	2. Toyota	2. TBA
3. Nissan	3. BMW	3. TBA

(Car Purchase Experience)

Maintenance at Auto Service Shop

Denmark (2025)	Norway (2025)	Sweden (2025)
1. Toyota	1. Lexus	1. TBA
2. Suzuki	2. Subaru	2. TBA
3. Nissan	3. Toyota	3. TBA

(Maintenance at Auto Service Shop)

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

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

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/Master Trainer, Mindline

We have been working with Loyalty Group for two years and utilized some of the unique intelligence from the AutoIndex study to modernize several customer processes within Sales and Service. The level of insight Loyalty Group has, both in terms of the study itself and the advisors working with us from Loyalty Group, is unique in its details with specific knowledge of the automotive business. I very much recommend Loyalty Group, it`s advisors and the dept of the AutoIndex study to transform the automotive business to a more modern, human, and customer-oriented business, putting the customer first in all we do!

– Per Gunnar Berg, Managing Director, Ford Norge

Inspired by the Loyalty Group cooperation with BMW in Denmark, we at BMW Norway adopted a similar methodology named “ONE BMW” and leveraged the potential of the AutoIndex surveys in cooperation with our retail partners. All retail partners are convinced about the Loyalty Group’s added value for better customer loyalty and stronger business development. It is important to add that Loyalty Group – with their true passion for Customer and genuine inspiration – is playing a key role in our CX plans.I strongly recommend to engage with Loyalty Group and to leverage the potential of the AutoIndex survey.

– Baudouin Denis, CEO (2020-2024), BMW Group Norway

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 (2019-2024)