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Today, J.D. Power officially released the 2020 China Automobile sales satisfaction Research (SSI) report. In this year's survey, the Buick brand won the first place in the mainstream car market with 722 points. The overall ranking has changed a lot from last year, and the two Korean brands with the highest scores last year are no longer on the list this year.

It is reported that this is the 21st year in a row that J.D. Power has conducted a study on car sales satisfaction in the Chinese market, based on feedback from 23151 car owners who bought new cars between May 2019 and February 2020. Data collection was conducted in 70 major Chinese cities between November 2019 and April 2020, and the study focused on the overall satisfaction of new car owners with a car ownership period of 2 to 6 months.

According to the survey, as China's automobile market gradually enters the stock market, the wastage rate of consumers in the early stages of car purchase has increased year by year, and the proportion of consumers who have given up buying before entering the store has increased for four consecutive years. It has risen from 10% in 2017 to 43% in 2020. The main reasons for the loss of customers before entering the store include finding that the model is not suitable, the style and appearance of the model is not as good as expected, and there are too few optional models, and so on.

Although luxury car sales satisfaction scores are still higher than mainstream models in the current consumer upgrading market, the gap has gradually narrowed, from 29 points in 2019 to 7 points. Over the past three years, the sales satisfaction of independent brands has been increasing, and the gap with the industry average has narrowed from 22 points in 2018 to 9 points in 2020.

Among the luxury brands, Audi ranked first in the luxury car market for the eighth consecutive year with 760 points, while Porsche ranked second with 715 points.

In terms of mainstream model brands, the top three were all swept by joint venture brands, with Buick winning the first place in the mainstream car market with 722 points, Guangzhou Auto Honda ranking second with 718 points, Changan Ford and Skoda tied for third place with 715 points. In terms of independent brands, only Leike and Geely appear on the list, and four independent brands, including GAC MOTOR, Geely, WEY and BAIC Saab, have changed greatly from last year. Meanwhile, two Korean brands, which had more than 750 copies last year, are not on the list.

According to Ren Hongyan, vice president of digital customer experience at J.D. Power in China, the wastage rate of consumers in the early stage is also increasing year by year because consumers have not yet had a real product experience, and their lack of understanding of the product makes them make comments and conclusions on the product too early. Therefore, the dealer should actively guide and establish contact with the customer before entering the store, actively understand the customer's demand for products and services, and invite an appointment for a test drive.

The study also found that the car purchase experience plays a positive role in promoting consumers' car purchase. In 2020, the car purchase experience (16%), together with product quality (30%), brand (19%), product design (18%) and price (16%), constitute the five major determinants of Chinese consumers' car purchase.

On the whole, with the domestic Chinese automobile market gradually entering the stock market and the transformation of consumer upgrading, the largest proportion of brands in product quality also shows that with the development of China's automobile market, for brands and other aspects, quality control and quality are the most important for consumers, and this is the reason why more and more independent brands surpass marginal joint venture brands.

In addition, with the rapid development of the current information age, the Internet has also become the main way for more and more consumers to get in touch with the latest car information, no longer just listening to the introduction of sales, so for models with poor reputation, it will also lead to the loss of more consumers.

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