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Referring to the pre-sales and after-sales service of the new car market, the performance of the new force automobile enterprises is obviously better than that of the traditional automobile enterprises. Due to the huge sales volume of the traditional automobile enterprises, they cannot pass the direct management of the manufacturers, so that they are inferior to the former in various services. It can only be sold through entrusted 4S shop dealers. Although some brands come from the same dealer group, different brands have different services due to brand characteristics.

Recently, the China Consumers Association released the "20 brands of automobile 4S shop service consumer satisfaction evaluation work report." The survey results show that the phenomenon of random charges, personnel service problems and vehicle insurance services are still the three persistent diseases of 4S shop sales service, which need to be effectively solved. The overall difference of service satisfaction among 4S shops of different vehicle series is not significant, German series has the highest score, and French series has the lowest score. In addition, there are differences in service satisfaction of automobile 4S stores in different cities, and the overall performance is characterized by "high in the north and low in the south".

It is understood that the service consumer satisfaction assessment carried out by the China Consumers Association is based on 20 automobile brands (involving 23 automobile manufacturers) selected in 15 cities nationwide from March to June 2020.

Specific automobile brands and manufacturers include German brands (4): Audi, BMW, Mercedes-Benz and Volkswagen; French brands (1): Peugeot; Domestic independent brands (8): Baojun, BYD, Chang 'an, Haval, Geely, Chery, Roewe and Wuling; Korean brands (1): Hyundai; American brands (3): Buick, Ford and Chevrolet; Japanese brands (3): Honda, Toyota and Nissan.

The main contents of the survey include automobile 4S shop service satisfaction evaluation and NPS (Net Promoter Score, that is, the percentage of recommender minus the percentage of critic in the survey), automobile quality and consumer rights protection.

According to the survey, the comprehensive satisfaction score of automobile 4S shop service is 82.7 points, and the overall performance is good. In the main links, the satisfaction score of sales service of 4S shop is 84.4 points, ranking the highest; the satisfaction of after-sales service of 4S shop is 83.5 points, ranking the second; the satisfaction of equipment and facilities of 4S shop is 83.3 points, ranking the third; the satisfaction of complaint handling of 4S shop is 69.2 points, ranking the lowest. In addition, the comprehensive score of automobile quality satisfaction is 84.0 points, which is generally in a good level.

According to the 20 automobile brands surveyed, Peugeot 4S shop service satisfaction was at the bottom with 80.2 points. At the same time, among the 23 automobile manufacturers surveyed, the service satisfaction of 4S stores of 12 automobile manufacturers, such as Beijing Benz, SAIC Volkswagen, Beijing Hyundai, GAC Honda, Shanghai Automobile Roewe, Chang 'an Ford, BYD, SAIC GM Chevrolet, Great Wall Motor, SAIC GM Wuling (Baojun), GAC Toyota and Dongfeng Peugeot, is lower than the national level. The improvement focus of these brands is to improve the overall service level.

From the manufacturer level to see the automobile quality satisfaction degree, consumers think that the top five automobile quality rankings are FAW Toyota, FAW Volkswagen, GAC Honda, Dongfeng Nissan and Brilliance BMW respectively. This is also proof that the current domestic Japanese sales are generally better than the average market performance.

In addition, according to this survey, the recommended value of new energy vehicles is higher than that of fuel models, which also indicates consumers 'relative recognition of new energy vehicles.

The survey also found that consumers are dissatisfied with information disclosure and binding service fees in the sales process, such as 95% of consumers buying insurance in automobile 4S stores.

Moreover, more than 20% of consumers think that the actual consumption in 4S stores is higher than expected consumption, nearly 40% of consumers think that the standard of working hours in 4S stores is high, and 70% of consumers think that the price of accessories in 4S stores is high. In addition, the proportion of maintenance content and estimated cost not informed before maintenance and additional items not informed in advance was less than 10%. Consumers encounter problems in the process of using the car and communicate with 4S stores. The "double low" phenomenon of low response timeliness and low solution efficiency is the main problem existing in 4S stores. Complaints about compulsory consumption have the greatest impact on overall satisfaction.

However, some consumers 'awareness level of automobile consumption policy also needs to be improved. Compared with facilities and equipment, sales service and after-sales service, 4S shops of various brands have greater room for improvement in complaint handling, and the problems of "difficult evidence collection" and "difficult identification" faced by consumers in complaint protection also need to be solved.

In terms of new car quality satisfaction, the proportion of consumers who have not experienced automobile quality failure exceeds 60%, the proportion of first failure time within 1 year of purchase exceeds 10%, the proportion of occurrence within 1 - 2 years of purchase is 12.3%, and the proportion of occurrence within more than 2 years of purchase is 13.6%.

On the whole, the service satisfaction performance of the above-mentioned brand 4S stores is good, but consumers are still pain points in safeguarding their rights. After all, among the three persistent diseases shown by the survey results, they are generally after-sales and difficult for consumers to know well.

In this regard, the China Consumer Association suggests that relevant regulatory departments should improve relevant laws, regulations and service standards in the field of automobile production, sales and service as soon as possible, continue to carry out actions to rectify the order of automobile consumption market, properly resolve and prevent various consumption contradictions and disputes, and appeal to operators to focus on consumers and continuously optimize their own services; At the same time, strengthen the protection of consumer rights and interests and consumption education, and carry out corresponding education and guidance work for both operators and consumers.

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