Car sales satisfaction is of great significance to major car brands, and it is also an important factor in brand reputation and product reputation. Today, J.D. Power Jundi released the 2022 China Automobile Sales Satisfaction Study (SSI) report. Research shows that the proportion

Automobile sales satisfaction is of great significance to major automobile brands. It is also an important factor in brand reputation and product reputation. Today, J.D. Power Jundi released the 2022 China Automobile Sales Satisfaction Study (SSI) report. Research shows that the proportion of consumers deciding to purchase during the test drive process has increased significantly, becoming an important link that affects consumers' purchase decisions . At the same time, after experiencing the impact of the epidemic, China's automobile market has gradually entered a stage of micro-growth after a fall, with slow market demand growth. The rapid rise of new energy vehicles has caused traditional energy vehicles to face huge challenges, and the overall automobile sales model and market trends have changed.

This year is the 23rd consecutive year that J.D. Power has released the China Sales Service Satisfaction Study (SSI). The study is based on the feedback of 25,154 car owners who purchased new cars between June 2021 and February 2022. Data collection was conducted in 70 major Chinese cities between December 2021 and April 2022. The study covered a total of 50 car-buying brands and 67 competing brands, of which 44 brands reached sufficient samples for both car-buying customers and failed customers.

J. D. Power 2022 China Sales Service Satisfaction Study (SSI) evaluates the overall satisfaction with the new car purchasing experience of car owners who have purchased the car for 2 to 6 months. It is understood that the sales service satisfaction index consists of the car buying customer index and the defeated customer index. The car buying customer index includes online experience (12%), communication before entering the store (9%), in-store reception (14%), and in-store viewing of cars. (14%), test drive (10%), transaction process (17%) and delivery process (23%); the defeated customer index includes online experience (23%), communication before entering the store (20%) ), reception at the store (21%), viewing the car in the store (16%), test drive (10%) and bargaining experience (10%). The

ranking shows that the average sales satisfaction score in the luxury brand segment in 2022 is 759, an increase of 27 points from 2021. Among them, Porsche won the sales and service satisfaction championship in the luxury car market for the first time with 768 points. Audi (765 points) ranked second, BMW (759 points) and Cadillac (759 points) tied for third respectively. It is worth mentioning that Lincoln , which topped the sales satisfaction list in the luxury brand market in 2021, did not appear on the list this year.

It is worth mentioning that in April today, Porsche angered domestic consumers because of its reduction in distribution. According to the " China Consumer Report " (managed by the State Administration for Market Regulation and sponsored by the China Consumers Association), some car owners have temporarily replaced the electric steering column that comes standard when purchasing a car with a manual steering column due to a shortage of chips. column , Porsche promises to reinstall it for free in the future. However, after several months of long waiting, consumers were informed by Porsche that the electric steering column would no longer be replenished, but would be compensated with a 2,300 yuan voucher, which could only be consumed at Porsche 4S stores. This compensation plan caused dissatisfaction among consumers. And one after another complained and defended their rights. On April 30, Porsche China issued an apology letter that still aroused consumer dissatisfaction. In a thousand-word apology letter, Porsche blamed the problem on global chip shortages. However, Porsche avoided all the car owners’ demands. This is This solution once again angered car owners. As the incident continued to ferment, more and more car owners joined the ranks of rights protection. On May 18, Porsche China released the "Porsche Solution to the Steering Column Electric Adjustment Function Problem": For customers who have previously promised to restore the steering column electric adjustment function, Porsche will fulfill its promise and provide related function restoration services free of charge. It is initially expected that the service will be launched in batches starting from the third quarter of 2022. For customers whose relevant functions are not restored in the end, a flat amount of compensation will be provided. At this point, the incident was settled. However, even after experiencing the distribution reduction incident, Porsche's domestic sales and service satisfaction is still the highest.

The average sales satisfaction score of mainstream car brands in the market is 750, an increase of 17 points compared with 2021. Judging from the overall ranking of the list, there have been considerable changes compared with 2021. Most brands are from Japanese joint ventures, while only and SAIC Volkswagen from German joint ventures with a larger market share are on the list. Specifically, Buick and Guangqi Honda tied for first place respectively, with sales and service satisfaction scores of 759 points.FAW Hongqi and GAC Toyota ranked third respectively, with sales and service satisfaction scores of 756. Among them, FAW Hongqi's sales and service satisfaction in 2021 was 738, with a relatively obvious growth. Dongfeng Nissan, Dongfeng Honda respectively ranked fifth, with a sales and service satisfaction score of 755. Changan Ford, FAW-Volkswagen were tied for seventh place, with sales and service satisfaction scores of 753. It is worth mentioning that FAW Toyota ranked last, with a sales and service satisfaction score of 750. In addition, GAC Mitsubishi and Dongfeng Yueda Kia that were on the list in 2021 have disappeared.

Finally, let’s look at China’s independent brands. The sales service satisfaction score in 2022 is 734 points, an increase of 10 points compared with 2021. FAW Hongqi and Lynk & Co are the high-end brands that appear on the list, that is, more than 50% of sales Contributed by its high-end models, independent high-end models are models with a manufacturer's suggested retail price of more than 150,000 yuan. Among them, FAW Hongqi ranked first on the list with 756 points, and Lynk & Co, also a high-end brand, ranked fifth with 747 points. In terms of other brands, Changan , Chery , and Trumpchi tied for second with 749 points respectively, and Pentium was at the bottom.

Fundamentally speaking, the sales service of luxury brands is significantly better than that of independent brands and joint venture brands. This is also the reason why the sales service satisfaction of luxury brands continues to be higher than that of the latter. However, with the rise of independent brands and the explosion of the new energy vehicle market, the market for luxury brands and joint venture brands has been hindered to a certain extent. In contrast, the sales and service satisfaction of independent brands has grown relatively significantly. At the same time, with the development of intelligence, consumers have more channels to learn about car models, instead of just listening to sales introductions. Therefore, consumers will not pay much attention to models with poor reputation. , which is also the reason why brands such as GAC Mitsubishi and Dongfeng Yueda Kia fell off the list.

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