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Automobile after-sales service satisfaction is of great significance to the major automobile brands, which is also an important factor that constitutes brand word-of-mouth and product reputation. A few days ago, J.D. Power Jundi released the 2022 China after-sales Service satisfaction Research SM (CSI) report. The research shows that the overall after-sales service satisfaction of China's automobile industry is 757 points in 2022, the after-sales service satisfaction gap between mainstream cars and luxury cars continues to narrow, and the service team has become the most weighted factor this year. It reflects that consumers pay more attention to the soft power of after-sales personnel service.

This year is the 22nd consecutive year that J.D. Power has released the 2022 China after-sales Service satisfaction Research SM (CSI) report. The study evaluates car owners' satisfaction with their service experience at brand authorized dealerships in the past 12 months, and ranks car brands in three segments: luxury car brands, mainstream car brands and China's own brands. It was investigated from six aspects: service facilities (18%), reception and diagnosis (17%), service value (16%), service quality (16%) and service reservation (13%). The research shows that in the 2022 ranking of China's after-sales service satisfaction, the average scores of luxury car brands, mainstream car brands and Chinese independent brands are 768,755 and 753 respectively.

In the luxury brand ranking, only two brands reached the industry average, with Audi topping the luxury brand after-sales service satisfaction with 786 points and Land Rover second with 772 points. It is not hard to see that Audi is the only first-tier luxury brand on the list, even though it clearly underperforms Mercedes-Benz and BMW in the market. By contrast, the after-sales service satisfaction of Audi and Land Rover brands increased significantly compared with the same period, while Mercedes-Benz, which appeared on the list in the same period, was absent this year.

In the ranking of mainstream car brands, a total of 15 brands have reached the industry average, which has changed a lot compared with 2021. Most brands come from Japanese joint ventures, while only SAIC-Volkswagen is on the list of German joint ventures with large market share. Specifically, Guangzhou Auto Honda topped the list with 783 points, while GAC MOTOR and Geely ranked second and third, respectively, with satisfaction scores of 773,770 points, a relatively significant increase. It is worth mentioning that FAW Toyota, FAW-Volkswagen, Guangzhou Automobile Toyota and other mainstream joint venture brands do not appear in the list, of which Changan Mazda, SAIC Volkswagen ranked bottom, after-sales service satisfaction is 755 points. In addition, Dongfeng Yueda Kia, which won No. 1 in 2021, fell to No. 7.

In the ranking of Chinese independent brands, finally, let's take a look at Chinese independent brands. After-sales service satisfaction in 2022 was 753 points, which was 1 point lower than that in 2021. A total of five brands reached the ranking conditions, of which GAC MOTOR ranked first with 773 points. Geely (770) ranked second and Chery (762) ranked third. In terms of other brands, FAW Red Flag and Lecker are higher than the industry average, while MG and WEY fell out of the list in the same period.

Generally speaking, the after-sales service of luxury brands is obviously better than that of independent brands and joint venture brands, which is the reason why the sales service satisfaction of luxury brands is higher than that of the latter. However, with the rise of independent brands, coupled with the outbreak of the new energy vehicle market, the market of luxury brands and joint venture brands has been hindered to a certain extent, compared with the after-sales service satisfaction of independent brands. At the same time, with the development of intelligence, consumers have more channels to understand the models, not only listen to the introduction of sales, so consumers will not pay much attention to the models with poor reputation. It should be noted that, due to the early time of data collection, many new power brands are not involved, such as the brand that attaches great importance to customer service, which should perform well if added to the statistics.

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