AutoBeta(AutoBeta.net)05/28 Report--

The Automobile Dealers Chamber of Commerce of the all-China Federation of Industry and Commerce released a list of car dealers' satisfaction with manufacturers in 2019. The survey was conducted for 4S stores across the country, and the scoring criteria included eight dimensions. among them, the return on investment and the weight of brands and products are 40% and 20% respectively, and sales management and after-sales management account for 12% and 10% respectively.

From the top 10 of the list, Japanese brands occupy 6 seats, German brands and independent brands occupy 2 departments respectively. Among them, Lexus and Dongfeng Honda all scored more than 90 points, Porsche, FAW Toyota, Red Flag, Mercedes-Benz and other brands all scored more than 80 points. (note: a score of more than 90 is a very satisfactory brand; a score of more than 80 is a satisfied brand; a score of more than 70 is a more satisfactory brand; a score of more than 60 is a relatively dissatisfied brand; a score of less than 60 is a very dissatisfied brand. )

Specifically, Lexus topped the list with 98 points, significantly ahead of Dongfeng Honda, which ranked second. Lexus is a luxury brand under Toyota. Among the second-tier luxury brands, Lexus has always occupied a large market share, coupled with the existence of price increases for many of its models. Lexus brand dealers also recognize the profitability of the brand, after all, there are not many brands that "brazenly" increase prices like Lexus. However, even if there is a price increase in Lexus, it has not affected consumers' enthusiasm for the brand at all. Lexus sales in China rose 6 per cent to 21839 vehicles in April, making it the first second-tier luxury brand to sell more than 20, 000 vehicles, according to the data.

The second to fifth brands are Dongfeng Honda, Porsche, FAW Toyota and Red Flag. It is worth mentioning that although the sales of Red Flag is not eye-catching compared with other joint venture brands, the sales of Red Flag, as an independent brand, in the domestic market is obvious to all. Judging from the ranking of the list, Red Flag is also the top brand in terms of dealer satisfaction among all domestic brands.

In addition to the Red Flag brand, the Harvard brand also advanced into the top ten. According to the data, the cumulative sales of the Harvard brand increased by 0.44% to 769454 vehicles in 2019, leaving some room for dealers' profits in the context of sales growth.

In the overall list, Mercedes-Benz and BMW ranked 5th and 11th, respectively, while Audi only ranked 21st, which may be related to significant discounts on terminals; Lexus ranked 1st among second-tier luxury brands. Cadillac ranked 18th, Volvo, Jaguar Land Rover and Infiniti ranked 28th, 30th and 32th respectively.

Volkswagen can be said to be the leader of Chinese joint venture brands, with cumulative sales in China rising 0.6 per cent to 4.2336 million vehicles in 2019, accounting for 38 per cent of Volkswagen's global sales, almost on a par with the entire European market. Surprisingly, although Volkswagen brand sales in China have increased significantly, the satisfaction of dealers is not high. According to the list, FAW-Volkswagen ranked 16th with a score of 72.5%, and SAIC Volkswagen ranked 26th with a score of 59.8.

Surprisingly, Skoda, a subsidiary of Volkswagen Group, ranked at the bottom of the list.

Skoda's cumulative global sales fell 1 per cent to 1.2 million in 2019, including a 17 per cent decline to 282000 in China, according to data. Although sales show a decline, but compared with Dongfeng Peugeot, Dongfeng Citroen, Guangzhou Auto Fick and other brands, sales still have a greater advantage. In addition, although Skoda's sense of existence in China is not high, it does not have the same big brand problems as Dongfeng Peugeot, Dongfeng Citroen and Guangzhou Auto Fick, but facts have proved that dealers are really not satisfied with Skoda manufacturers.

From the perspective of the current market, for car brands with a strong sense of existence and sufficient quality protection, it will not be easy for consumers to protect their rights, and dealers will have a better life on the premise of ensuring stable sales. But for those brands with poor sense of existence and poor quality, there are often quality problems and rights protection events when the car is not easy to sell, so the dealer's satisfaction to the manufacturer will not be very high.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat