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Two Wheeler NPS® Study 2025: Honda, Hero, Suzuki & Owner Satisfaction

Two Wheeler NPS® Study 2025: Honda, Hero, Suzuki & Owner Satisfaction

The Indian two-wheeler industry stands at a crossroads in 2025, shaped by evolving customer expectations, surging competition, and transformative technology. Against the backdrop of robust market growth and expanding electric vehicle (EV) adoption, the Two Wheeler NPS® Study emerges as an essential benchmark, spotlighting the brands that truly deliver exceptional customer satisfaction. Recent research—including the J.D. Power Two-Wheeler Initial Quality Study (2WIQS) and the APEAL (Automotive Performance, Execution, and Layout) study—offers a comprehensive examination of industry leaders like Honda, Hero, and Suzuki, while also exposing critical trends in product quality, owner perceptions, and what truly drives brand loyalty. Whether you’re an OEM leader, dealer, fleet manager, or a two-wheeler enthusiast, the actionable insights in this deep-dive will inform your next strategic moves—and highlight how data-driven feedback tools such as PollPe can fuel continuous improvement across the two-wheeler landscape.

Overview of the 2025 Two Wheeler NPS® Study

What is NPS® and Why It Matters in Two Wheelers?

Net Promoter Score (NPS®) is a globally recognized metric used to gauge customer loyalty and satisfaction. In the context of the two-wheeler industry, NPS® provides brands with a direct measure of how likely owners are to recommend their vehicle to others. As competition intensifies and customer experiences diversify, a high NPS® becomes a litmus test for product excellence, after-sales service, and brand trust. NPS® not only reflects satisfaction but also captures deeper emotional drivers—making it a vital benchmark for manufacturers and marketers alike.

  • Promoters (score 9–10): Loyal enthusiasts likely to make repeat purchases and act as brand advocates.
  • Passives (score 7–8): Satisfied but not enthusiastic—at risk of switching brands.
  • Detractors (score 0–6): Dissatisfied customers whose feedback illuminates areas for urgent improvement.

Tracking and acting on NPS® is critical for sustaining growth, especially as word of mouth and digital reviews shape consumer choices in India’s maturing two-wheeler market.

Scope and Methodology: J.D. Power 2WIQS & 2WAPEAL Studies

The insights in this blog are anchored in two major annual studies:

  • J.D. Power Two-Wheeler Initial Quality Study (2WIQS): Focuses on problems per 100 vehicles (PP100) reported in the first six months, revealing key quality challenges across segments.
  • Automotive Performance, Execution, and Layout (APEAL) Study: Measures overall owner satisfaction based on 37 vehicle attributes, from fuel efficiency and ride comfort to styling and performance. The 2025 edition saw a notable rise in owner satisfaction, reflecting advancements across the segment.

The methodology encompasses both quantitative surveys and qualitative feedback from thousands of two-wheeler owners across India, making it a definitive resource for brands and stakeholders.

Key Findings for Major Two Wheeler Brands

Honda: Performance and Owner Perception

Honda continues to set the benchmark in two-wheeler ownership, capturing two APEAL category awards in 2025. Notably, the Honda Activa and Shine 125 dominate their segments for quality, reliability, and owner satisfaction. Its NPS® consistently ranks above category averages, driven by:

  • Strong after-sales service network that commands trust in both urban and rural markets.
  • Dependable engine performance and fuel efficiency—critical in a price-sensitive market.
  • Minimal major complaints in the first six months, reflecting robust initial quality.

Honda’s focus on accessibility, service intervals, and periodic owner engagement programs cements it as a leading choice in two wheeler customer satisfaction in India.

Hero: Market Position and Customer Feedback

Hero maintains its vast market presence, with models like Splendor continuing to resonate with cost-conscious Indian buyers. While Hero’s NPS® is strong, regular feedback highlights two areas needing attention:

  • Sustaining quality over time: Some users report rising problems per 100 vehicles as mileage accumulates, especially in high-usage rural geographies.
  • Perceptions of innovation: Owners, while loyal, seek fresher designs and more feature-rich offerings amid growing competition.

Despite these challenges, Hero’s competitive pricing, accessible servicing, and wide dealership network keep it at the forefront.

Suzuki: Notable Segments and Satisfaction Scores

The Suzuki Burgman stands out in the premium scooter segment, winning acclaim for comfort, style, and technology integration. The brand’s APEAL scores in 2025 reflect an uptrend, particularly among urban millennials and professionals. Key takeaways:

  • Suzuki owners report above-average satisfaction with technology features and low PP100 in the initial ownership phase.
  • The Suzuki Access range continues to win on reliability and low running costs, contributing positively to Suzuki’s two wheeler NPS® in India.

Other Brands: TVS, Yamaha, Royal Enfield

TVS excels with models like the TVS iQube S (EV) and NTorq, capturing two major APEAL segment awards. Yamaha and Royal Enfield also deliver strong showings, with Yamaha’s Fascino and Royal Enfield’s Classic range scoring high on ride comfort and aspirational value. Noteworthy insights:

  • TVS iQube S brings advanced connectivity and EV performance, with overwhelming satisfaction in the growing electric scooter segment.
  • Yamaha impresses with performance and safety focus, especially among younger buyers.
  • Royal Enfield secures a niche for enthusiasts valuing heritage, power, and long-distance comfort.

All these brands benefit from robust feedback loops, which allow for fast product and service refinement, ultimately driving up satisfaction and NPS®.

Impact of Increased Kilometers on Quality Perception

Real-world usage is a critical factor in long-term two-wheeler satisfaction. 2025 industry data highlights a telling trend: Owners clocking more than 2,500 km in the first half-year report 9 more PP100 compared to lower-usage peers. The most commonly cited issues include:

  • Braking system inadequacies: Wear and functionality, especially under heavy use.
  • Electrical and connectivity glitches: Increased reliance on digital displays and basic telematics creates new pain points.
  • Component durability concerns: Reports of faster wear in tyres, chains, and minor body components in high-mileage scenarios.

This pattern is especially pronounced in the commuter and logistics segment, where intensive fleet usage accelerates wear and highlights areas for immediate engineering interventions.

Electric Scooters: Unique Challenges

The surge in EV adoption has spotlighted a new set of quality priorities. While the TVS iQube S and other leading models score well on owner satisfaction, EV users report higher PP100 rates, particularly with respect to:

  • Battery reliability and range fluctuations
  • Charging infrastructure consistency
  • Lightweight body durability

Manufacturers are actively addressing these complaints, but the rapid pace of adoption means real-world feedback remains essential in guiding product refinement and long-term loyalty.

Owner Satisfaction Drivers: What Matters Most?

Role of Fuel Efficiency and Running Costs

Fuel efficiency remains the number one concern for Indian two-wheeler owners, deeply influencing overall satisfaction and NPS® scores. With fuel prices remaining volatile, a model’s actual mileage versus claimed figures can make or break brand loyalty. Owners increasingly prioritize:

  • Low running costs through efficiency and maintenance packages
  • The availability of reward-driven loyalty programs and after-sales support

Brands that transparently communicate and consistently deliver on mileage claims enjoy significantly higher NPS® results, as well as more positive social and digital reviews.

Performance, Safety, and Comfort Factors

APEAL data from 2025 underlines several additional satisfaction drivers:

  • Performance: Quick acceleration, gear shifts, and handling are top priority, particularly for younger, urban users.
  • Safety: Modern braking systems (ABS, CBS), grip quality, and visibility features (LED lighting, DRLs) are more important than ever.
  • Comfort and customizability: Ergonomics, cushioned seating, and adjustable accessories contribute uniquely to lasting brand loyalty.

Customer testimonials highlight that brands paying attention to these "softer" aspects—through user-driven design and robust feedback programs—outperform peers in both customer retention and advocacy.

2025 Industry Growth & Outlook

The Indian two-wheeler market continues to expand rapidly, driven by economic recovery and increased urban migration. Key trends:

  • ICE motorcycles captured 62% market share in 2024, reflecting year-on-year growth of 13–15%.
  • ICE scooters accounted for 30% share, advancing with 18–20% annual growth.
  • EV retail sales surged by 33%, marking the fastest-growing sub-segment—and signaling an appetite for innovation and sustainability.

Projections for 2025 and beyond remain optimistic, with infrastructure investment and regulatory incentives set to further accelerate new product launches and upgrades.

EV Adoption and Market Share

EVs led by players like TVS and Bajaj are quickly eroding traditional barriers to adoption, notably range anxiety and limited charging facilities. The emergence of consumer-centric brands, robust warranty programs, and enhanced financial incentives are expected to push EV market share toward double digits by late 2025. Fleet operators and last-mile delivery startups—sensitive to both running costs and brand perception—are among the first movers in large-scale EV deployments.

Frequently Asked Questions

  • How does NPS® compare across major brands?
    In 2025, Honda and TVS led their respective segments in Net Promoter Score, with Suzuki and Yamaha following closely, reflecting high satisfaction and advocacy levels. Hero, while strong in reach, faces challenges in maintaining NPS® with aging models.
  • What are common quality issues for Indian two-wheeler owners?
    PP100 data highlights braking system complaints, minor electrical faults, and rising wear-and-tear as the most frequent issues, especially with increased usage or high-mileage operations.
  • How do fuel efficiency and running costs affect NPS®?
    Fuel efficiency is the single most influential driver for repeat purchases and brand recommendations in India. Transparent, reliable mileage claims and low-cost maintenance packages translate directly into higher NPS® and brand loyalty.

Actionable Insights for Manufacturers, Dealers, and Stakeholders

  • Implement real-time, reward-driven feedback systems—like PollPe—to continuously monitor satisfaction, identify pain points, and drive rapid improvement across all touch points.
  • Prioritize fuel efficiency, durability, and digital features in both product development and marketing communications.
  • Leverage owner communities for co-creation of features, incentivized loyalty programs, and word-of-mouth growth.

At PollPe, we empower automotive brands to not only gather deeper insights through engaging, reward-driven surveys, but also to drive measurable improvements in Net Promoter Score and lasting owner satisfaction. Ready to transform your CX strategies? Try PollPe for free or talk to our experts today!