Forrester has released its Global Total Experience Score Rankings for 2025, evaluating over 400 brands across 10 industries and 13 countries. Tesla has emerged as a leader in customer experience, achieving a score of 72.5 points. This score surpasses the industry benchmark and outperforms other automotive brands such as Honda, Toyota, and Volvo.

Despite its strong performance in customer experience, Tesla’s non-customer score stands at 33.3 points. This indicates a significant perception gap with potential buyers, which could pose challenges for the brand’s future growth if not addressed. Forrester’s Total Experience Score integrates the Brand Experience Index (BX Index) and Customer Experience Index (CX Index) to provide a comprehensive view of perceptions from both customers and non-customers.

The Total Experience Score is used to position companies on a ‘growth grid’ that includes four quadrants: Leading, Plateauing, Churning, and Lagging. Tesla’s brand is noted for its strong customer experience but is also marked by weak consumer trust among non-customers.

Group research director at Forrester, Keith Johnston, commented, “Our research debunks the idea that Tesla’s brand is uniformly declining…Tesla is a compelling case study in the divergence between customer experience and brand perception.”

Johnston highlighted the challenges Tesla faces with non-customers. “While Tesla remains top-of-mind for many non-customers, boasting above-average salience, they are less likely to perceive it as trustworthy, and even less inclined to buy it,” he said.

The research suggests that aligning brand promise with customer experiences across both customer and non-customer segments can be beneficial. Johnston stated, “When companies align their brand promise with their customer experiences across both customer and non-customer segments, they can unlock up to 3.5x revenue growth and significantly boost customer loyalty.”