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Automobile sales satisfaction is of great significance to the major automobile brands, which is also an important factor of brand word-of-mouth and product reputation. Today, J.D. Power Jundi released the 2022 China Automobile sales satisfaction Research (SSI) report. The research shows that the proportion of consumers who decide to buy in the test ride and test drive has increased significantly, which has become an important link affecting consumers' purchase decisions. At the same time, after the impact of the epidemic, China's automobile market has gradually entered a micro-growth stage, and the growth rate of market demand is slow, while the rapid rise of new energy vehicles makes traditional energy vehicles face great challenges. the overall car sales model and market trend have changed.

This year is the 23rd consecutive year that J.D. Power has released the China sales and Service satisfaction study (SSI), which is based on feedback from 25154 car owners who bought new cars between June 2021 and February 2022. Data collection was carried out in 70 major Chinese cities between December 2021 and April 2022. The study covers a total of 50 car brands and 67 defeated brands, of which 44 brands have reached a sufficient sample in both car buyers and defeated customers.

J. D. Power 2022 China sales Service satisfaction study (SSI) assesses the overall satisfaction of car owners who have bought a new car for 2 to 6 months. It is understood that the sales service satisfaction index is composed of car purchase customer index and defeated customer index. the car purchase customer index includes online experience (12%), pre-store communication (9%), store reception (14%), in-store car viewing (14%), test drive (10%), transaction process (17%) and delivery process (23%). The defeated customer index includes six factors: online experience (23%), pre-store communication (20%), store reception (21%), in-store car watching (16%), test drive (10%) and bargaining experience (10%).

According to the ranking, the average sales satisfaction score of luxury brand segments in 2022 was 759, an increase of 27 points compared with 2021, with Porsche winning the top spot in luxury car market sales service satisfaction for the first time with 768 points. Audi (765) ranked second, while BMW (759) and Cadillac (759) tied for third place. It is worth mentioning that Lincoln, who topped the luxury brand market in 2021, did not appear on the list this year.

The average market satisfaction score of mainstream model brands was 750, up 17 points from 2021. From the overall ranking of the list, great changes have taken place compared with 2021. Most brands come from Japanese joint ventures, while SAIC Volkswagen is the only German joint venture with a larger market share. Specifically, Buick and Guangzhou Automobile Honda tied for the first place respectively, with sales and service satisfaction of 759 points. FAW Hongqi and Guangzhou Auto Toyota tied for the third place respectively, with sales and service satisfaction of 756, of which FAW Hongqi's sales and service satisfaction was 738 in 2021, with a relatively obvious growth. Dongfeng Nissan and Dongfeng Honda tied for fifth place respectively, with sales and service satisfaction of 755. Changan Ford and FAW-Volkswagen tied for seventh place respectively, with a sales and service satisfaction of 753. It is worth mentioning that FAW Toyota is at the bottom, with a sales and service satisfaction of 750. In addition, GAC-Mitsubishi and Dongfeng Yueda Kia, which were on the list in 2021, all disappeared.

Finally, let's take a look at China's own brands. Sales and service satisfaction in 2022 was 734 points, an increase of 10 points compared with 2021. FAW Hongqi and Lecker are the high-end brands on the list, that is, more than 50% of sales are contributed by its high-end models. Independent high-end models are models with a suggested retail price of more than 150000 yuan. Among them, FAW Red Flag topped the list with 756 points, while Lectra, also a high-end brand, ranked fifth with 747 points. In terms of other brands, Changan, Chery and Chuanqi tied for second place with 749 points, while Pentium ranked bottom.

Fundamentally speaking, the sales service of luxury brand is obviously better than that of independent brand and joint venture brand, which is the reason why the sales service satisfaction of luxury brand is higher than that of the latter. However, with the rise of independent brands and the outbreak of the new energy vehicle market, the market of luxury brands and joint venture brands has been hindered to some extent, compared with the growth of sales service satisfaction of independent brands. At the same time, with the development of intelligence, consumers have more channels to understand models, not just listen to sales introductions, so consumers will not pay much attention to models with poor reputation. This is also the reason why brands such as GAC-Mitsubishi and Dongfeng Yueda Kia have fallen off the list.

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