·2015 China's auto industry customer satisfaction fell

The average score of the overall satisfaction of the 88 models of the CATARC survey in 2015 was 774 points (thousands of points), which was 9 points lower than that of 2014. Product satisfaction and service satisfaction decreased by 10 points and 8 points respectively.
On April 10, 2015 China Automotive Industry Customer Satisfaction Survey Results were released in Beijing. The China Automotive Technology and Research Center (hereinafter referred to as the China Automotive Industry Center) and the China Consumers News Agency jointly organized the event. Zhao Hang, Director of the China National Automotive Industry Center, Yang Hongcan, Director of the Consumer Protection Bureau of the State Administration for Industry and Commerce, Chang Yu, Secretary General of the China Consumers Association, and China Consumers Zhu Cambridge, president of the newspaper company, Dong Yang, executive vice president and secretary general of the China Association of Automobile Manufacturers, and Yan Jianlai, deputy secretary general of the China Automotive Engineering Society, attended the conference and presented awards for outstanding models. Representatives from nearly 30 mainstream passenger car companies across the country witnessed the launch ceremony and shared relevant research results.
Since 2012, China Automotive Technology and Research Center has been preparing for the China Automotive Industry Customer Satisfaction Survey for five years, and for the first time, it has joined hands with the China Consumer Newspaper to publish research results for the society. The research and release work has been going on for three years. For a long time, the China Automotive Center has continued to follow the trend of the automotive market and consumer demand, and gradually refined and improved the research system. In the future, China Automotive Industry and China Consumers will rely on the National Consumer Cars Satisfaction Basic Database, which has been established for three years, to build a “big data platform” for automobile consumption, to understand consumer demand for consumers, car buyers, car manufacturers and vehicle manufacturers. Provide a full range of services, such as the dynamics of the automotive market.
From September to December 2014, relying on a more complete research design and a more complete research and execution network, the China Automobile Center conducted a satisfaction survey on 88 hot-selling passenger cars in 34 cities across the country, and successfully investigated nearly 20,000 people. The owner's true satisfaction with the car products and services, using scientific methods to analyze the data to obtain a satisfactory ranking, the relevant results can provide an authoritative reference for the majority of consumers to select cars.
This conference released four levels of small cars, compact cars, medium-sized cars and SUVs, and a total of 88 hot-selling passenger cars with comprehensive satisfaction rankings.
According to the survey results, the average score of the comprehensive satisfaction of the 88 models of the CATARC survey in 2015 was 774 points (thousands of points), which was 9 points lower than that of 2014. Product satisfaction and service satisfaction decreased by 10 points and 8 points respectively.
From the comprehensive satisfaction scores of all levels of vehicles, the satisfaction scores of small cars, compact cars, medium cars and SUVs were lower than last year, with 760 points, 773 points, 790 points and 777 points respectively. Among them, the overall satisfaction scores of medium-sized cars and SUVs decreased significantly, with a decrease of 9 points and 13 points respectively;
In terms of medium-sized cars, the product satisfaction and service satisfaction scored 792 points and 786 points respectively, of which the service satisfaction score was low and 11 points lower than last year. In the service link, the most unsatisfactory indicator for consumers is the reasonableness of after-sales service prices. Due to neglect of management and prevention, false quotations in repair/maintenance frequently occur, making consumers' dissatisfaction with the problem very strong.
In terms of SUV, although its product satisfaction score of 777 was basically the same as the service satisfaction score of 778, its product satisfaction was larger than that of last year, with a drop of 14 points. Therefore, the main factor that lowers the overall satisfaction score of SUV is the product aspect. In the past two years, the SUV market has grown rapidly for two years. Many auto companies have quickly launched SUV models in order to seize the SUV market as soon as possible. They rely on existing car platforms to develop SUV products, shortening the product design and verification cycle. Therefore, in some SUV vehicle performance, especially the power matching has certain problems, coupled with the SUV model itself has a large self-weight, resulting in the SUV fuel economy evaluation is generally low.
In addition to products and services, the 2015 car brand image scored 782 points. The brand image scores of German, Japanese, American, Korean, French and self-owned brands were 807, 795, 802, 795, 790, and 751, respectively. Among them, the German brand's brand image score decreased compared with last year's 814 points but still tops the list, but the gap with other department cars in the brand image has gradually narrowed.
In terms of attention, consumers' attention to automotive products was 0.602, and service attention was 0.177, and service attention increased slightly.
Product satisfaction is divided into safety, comfort, performance, driving experience and exterior design from high to low. The coefficients are 0.228, 0.22, 0.198, 0.19 and 0.18. Among them, the degree of security attention rose from the third place last year to the first place.
Compared with 2014, the biggest increase in the safety of the detailed indicators is the active safety configuration, which increased from 0.228 to 0.258. Especially for small car owners, the attention of this indicator has reached 0.274, which is much higher than that of other models. Explain that the sinking and popularization of active safety technology to low-level models will have a strong purchasing appeal to consumers in this market.
In terms of comfort, consumers generally have lower ratings of vehicle NVH such as noise and vibration. However, from the perspective of the increase in attention, consumers' attention to the air quality in the car increased from 0.163 last year to 0.19 this year, the largest increase. The main reason is that due to the influence of other air pollution environments such as smog, the car is the second confined space for consumers except for home, and consumers are paying more and more attention to their air quality.
In addition, the conference also awarded awards to 16 models with high consumer satisfaction ratings. Among them, Rena, New POLO and Zhixuan won the Best Small Car Award for Consumer Evaluation. Ling Pai, New Fox and New Golf won the Best Compact Car Award for Consumer Evaluation. Accord, Magotan and LaCrosse were awarded consumers. Evaluation of the best mid-size car award, New Tiguan, RAV4 and CR-V won the best SUV award for consumer evaluation.
In addition, the Great Wall Motor Haval H6 won the best Chinese model award for consumer evaluation. Yi Yi, Emgrand EC7, Beiqi E Series, Pentium X80, Tiggo 5, and Chuanqi GS5 have won the most potential consumer evaluation. The model award.

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