China Automobile Dealers Association: China Automobile Consumer Reputation Index Report in May 2021

On June 1, 2021, the China Automobile After-sales Service Quality Monitoring Big Data Platform (CADA Cloud Data) released the "China Automobile Consumer Reputation Index Report in May 2021" (hereinafter referred to as the "Report").

This month's "Report" analyzes the automobile sales service reputation index and the after-sales service reputation index respectively, and releases the automobile brands preferred by consumers in terms of automobile after-sales service quality in May 2021.

This month's automobile sales service reputation index is 95.55 points, up 0.58 points from the previous month, and the increase is significantly lower than that in April. Consumer evaluation samples come from 129 automobile dealers in 46 cities, totaling 3,622 samples, covering 32 automobile brands.

In the sales service links, although the scores of each detailed indicator have declined, the overall satisfaction of consumers with the sales link has increased slightly, which has also affected the month-on-month increase in the automobile sales service reputation index this month. Among the detailed indicators, "Did the sales consultant introduce the following products or services to you (multiple choices)" scored the lowest, at 88.96 points, and decreased by 0.94 points month-on-month.

The report conducted an in-depth analysis of the question “Did the sales consultant introduce the following products or services to you (multiple choices)?” and found that the sales consultants’ introduction of “extended warranty services” continued to decline month-on-month, accounting for 73.21%.

In the question "When delivering the car, did the sales consultant do the following work?", except for "explaining the car's configuration and operating system in detail", the proportion of other work contents decreased, among which "holding a delivery ceremony" decreased the most, down 4.04% month-on-month.

The report continued to analyze "the reasons why you choose this dealer to buy a car". Only 45.14% of consumers believed that "the financial plans provided by this store are more attractive" was the reason for choosing to buy a car at this dealer, which was a decrease from the previous month.

The report analyzed a total of 24,349 consumer evaluation samples of automobile after-sales services from 253 dealers in 80 cities, covering 41 automobile brands.

This month, the automotive after-sales service reputation index was 93.02 points, up 1.3 points from the previous month. The scores of the five dimensions of after-sales service all increased from the previous month, with the service facilities dimension also increasing the most, up 2.42 points from the previous month.

The report conducts in-depth analysis of consumer evaluation details on the lowest-scoring dimensions of service consultant, repair time, and repair quality.

Weakness analysis of service facilities

The report analyzed the service facilities dimension among the five dimensions of after-sales service and found that except for a slight decrease in "whether the vehicle repair and maintenance process is visible", other indicators all increased month-on-month. Among them, "Which of the following environmental facilities are you satisfied with during the service process" increased the most, up 6.07 points.

An in-depth analysis of consumers' experience after entering the store found that the proportion of "service staff asking about intention to enter the store and guiding parking" continued to increase, reaching 51.80%, a month-on-month increase of 6.44%.

Among the various environmental facilities in the store, there has been a significant improvement compared with the previous month. Although "bathroom" is still the one that consumers think needs the most improvement, it has increased by 8.03% compared with April to 73.72%.

Weakness analysis of maintenance time dimension

This month, the waiting time in each maintenance time dimension continued to increase month-on-month, among which "whether you need to wait after entering the service reception area" still scored the lowest, at 81.35 points.

The report explored and analyzed consumers’ tolerance for waiting in service areas and found that the proportion of consumers who could accept waiting times of “less than 5 minutes” increased significantly, up 3.45% from the previous month to 31.13%.

Weakness analysis of maintenance quality dimensions

In the maintenance quality dimension this month, service conditions at the time of delivery and service complaints in this store are still the weakest points, with scores of 86.54 and 86.86 respectively, but both have increased significantly compared with April.

The report further analyzed "Which of the following services upon vehicle delivery is suitable for your situation" and found that "informing of the repair quality guarantee period" is still a weak point in service explanation, but it has increased significantly month-on-month, up 5.22% to 81.12%.

Luxury brand group: This month, the luxury brand group's after-sales service reputation index was 92.48 points, up 1.51 points from the previous month. In the five dimensions of after-sales service, all of them increased from the previous month, among which the maintenance quality dimension increased the most, up 2.44 points from the previous month.

In May 2021, there were 12 luxury brands covered by consumer reviews, and 9 brands met the criteria for screening "Consumer Word-of-Mouth Preferred Brands". The car brands that won the China Auto After-Sales Service Quality Consumer Word-of-Mouth Preferred Car Brands in May 2021 - Luxury Brand Group are : Cadillac, Lexus, Bentley, Jaguar , Land Rover, and Lincoln. Land Rover and Lincoln are the new monthly consumer word-of-mouth preferred brands this month.

Joint venture brand group: This month, the after-sales service reputation index of the joint venture brand group was 92.93 points, an increase of 0.96 points from the previous month. The five dimensions of after-sales service also increased from the previous month, with the service facilities dimension scoring the most, up 2.27 points from the previous month to 88.82 points.

In May 2021, 19 joint venture brands were covered, and 8 brands met the criteria for screening "Consumer Word-of-Mouth Preferred Brands". The automobile brands that won the China Automobile After-Sales Service Quality Consumer Word-of-Mouth Preferred Automobile Brands in May 2021 - Joint Venture Brand Group are : Beijing Hyundai, Chevrolet, Dongfeng Nissan, Buick, and FAW Toyota. Chevrolet, Dongfeng Nissan, and Buick are the new monthly consumer word-of-mouth preferred brands this month.

Domestic brand group: This month, the after-sales service reputation index of the domestic brand group was 95.29 points, an increase of 1.57 points from the previous month. Among the five dimensions of after-sales service, the service facilities dimension also improved the most, increasing by 2.59 points from the previous month.

In May 2021, 10 domestic brands were covered, and 3 brands met the criteria for screening "Consumer Word-of-mouth Preferred Brand" . The car brand that won the "China Auto After-sales Service Quality Consumer Word-of-mouth Preferred Car Brand - Domestic Brand Group" in May 2021 is: Haval