How superior UX transforms automotive brand perception and loyalty

June 5, 2024

In the ever-evolving automotive industry, the connection between the quality of user experiences (UX) and the strength of customer advocacy and brand loyalty has never been more critical. Recent studies underscore UX’s pivotal role in shaping consumer perceptions and choices, revealing a significant correlation between high-quality UX and increased brand advocacy. Notably, the impact of UX on customer recommendations and brand fidelity outweighs even that of pre-existing brand perceptions. 

This insight into consumer behavior highlights an urgent need for original equipment manufacturers (OEMs) to elevate the user experience within their vehicles. The findings, derived from meticulous Pearson correlation analysis, indicate that enhancements in user interactions and interface design are essential strategies for OEMs aiming to boost customer referrals. Improving the user experience goes beyond aesthetic upgrades; it involves a deep understanding of user needs and preferences, ensuring that every touchpoint in the vehicle is intuitive, engaging, and satisfying. 

In a market that’s increasingly competitive and saturated with options, the ability to stand out through superior UX can be a game-changer. It suggests that investing in UX is not just about creating a product that looks and feels good but about forging stronger connections with consumers that translate into lasting brand loyalty and positive word-of-mouth.

In light of these findings, the introduction of comprehensive tools and methodologies — such as the Automotive eXperience Score (AXS) developed by the ReSight Global team — is timely and pertinent. The AXS addresses the challenge of evaluating and improving UX with a standardized, replicable approach. Drawing on proven testing protocols, AXS offers a framework for comparing user interactions across various automotive interfaces, providing OEMs with the insights needed to prioritize and implement meaningful UX enhancements.  

Given the clear link between superior UX and customer advocacy, the message for OEMs is unmistakable: prioritizing user experience is not merely an option but a necessity. In doing so, manufacturers elevate their offerings above competitors and cultivate brand advocates who are more likely to recommend their vehicles — a crucial factor in today’s highly competitive automotive landscape. 

Want more information on how to save time and money with a fully customizable dashboard and on-demand UX data? Let’s talk about the AXS and how it will quickly and cost-effectively deliver global insights!  

NEW AXS whitepaper

Our global team is leading the future of designing next-gen auto experiences through data-driven decision-making. Our Automotive Experience Score (AXS) offers a comprehensive, on-demand solution to support confident design decisions and elevate your vehicle’s user experience.

Learn more about the robust methodology by downloading our free whitepaper, detailing the validated method used to produce the AXS.

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