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Automobile sales satisfaction is more important for all domestic automobile brands, which is also an important factor in the word-of-mouth of vehicle models. Today, J.D. Power releases the 2021 China Auto Sales Satisfaction Study (SSI) report. The study shows that in 2021, mainstream car brand sales service satisfaction overtook luxury cars for the first time since 2000, and luxury car brands gradually lost their leading edge in consumer buying experience.

This year it's J.D. For the 22nd consecutive year, Power has published the China Sales Service Satisfaction Study (SSI). The study focused on measuring overall satisfaction with the car purchase experience of new car owners who owned the car for two to six months. Sales service satisfaction is composed of customer satisfaction of car purchase and customer satisfaction of defeat. The defeated customer refers to the consumer who seriously considers one brand but finally buys another brand.

According to the data of the Association, the cumulative sales volume of luxury models from January to May was 1.2302 million vehicles, with a year-on-year growth of 52.4%; the mainstream joint venture models were 3.968 million vehicles, with a year-on-year growth of 26.5%; the independent models were 3.1678 million vehicles, with a year-on-year growth of 50.1%; According to the data, although the growth rate of luxury models is relatively fast, it reflects the demand for high-end cars brought about by consumption upgrading, and the price is constantly falling due to the intensified competition of luxury cars, further expanding the consumption market covered by luxury cars. However, the gap between luxury car brands and mainstream car brands in sales satisfaction scores has gradually narrowed, and in the latest report, mainstream car brand sales satisfaction has exceeded luxury car brand sales satisfaction.

The average sales satisfaction of luxury brand segment in 2021 is 732, up 17 points from 2020. Only Audi and Porsche brands are listed in 2020, while Lincoln, Audi, Porsche, Lexus and BMW brands appear in the list in 2021. Among them, Lincoln ranked first in luxury brand market sales satisfaction with 747 points, ending Audi's performance for eight consecutive years. Although Audi ranked second with 736 points, it dropped 24 points compared with 760 points last year. Brand sales satisfaction declined greatly. Porsche, Lexus and BMW ranked 345 points, 734 points and 733 points respectively.

The average market satisfaction of mainstream models is 733, with 10 brands on the list. According to the overall ranking of the list, compared with last year, there has also been a lot of change. Most brands come from Japanese joint ventures, while German joint ventures with large market share only have SAIC Volkswagen on the list.

American Buick once again beat GAC Honda, GAC Toyota and other brands with 744 points, becoming the first place in the mainstream automobile segment market. Japanese joint venture brands include GAC Honda, GAC Toyota, Dongfeng Honda, GAC Mitsubishi and FAW Toyota. Except FAW Toyota, the sales service satisfaction scores of other Japanese joint venture brands exceed 740 points, while FAW Mazda, Chang 'an Mazda and Dongfeng Nissan do not appear in the list. SAIC Volkswagen is the only German brand to appear on the list, ranking fourth with 742 points. American Chang 'an Ford, Korean Dongfeng Yueda Kia, Japanese FAW Toyota are 734 points, the same at the bottom of the list. Among the independent brands, only FAW Hongqi went to work, ranking seventh on the list with 738 points, while Geely and Linke, which entered the list last year, were not reflected.

Let's look at China's independent brand market. The satisfaction degree of sales service is 724 points. FAW Hongqi and Linke are the high-end brands appearing in the list, that is, more than 50% of the sales volume is contributed by its high-end models. The independent high-end models are the models with the recommended retail price of more than 150,000 yuan. Among them, FAW Hongqi ranked first in the list with 738 points, and the main contributing models were Hongqi H5 and Hongqi HS5. Link ranked sixth with 729 points, with the main contributing models being Link 03 and Link 06. In terms of other brands, Chery and Chang 'an ranked second and third with 732 points and 730 points respectively, GAC Chuanqi ranked seventh with 728 points, Geely and Rongwei both ranked 726 points, and Mingjue ranked at the end of the list with 725 points.

With the development of domestic market, for automobile brands, quality control and quality have gradually become the most concerned factors for consumers, which is also the reason why mainstream joint ventures gradually surpass luxury brands and independent brands counter-attack strongly. In addition, with the intelligent development, consumers also have more channels to understand the models, not just listen to the introduction of sales, so consumers will not pay too much attention to the models with poor reputation.

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