Self-owned brand new car sales increase sales is still a short board

JD Power Asia Pacific recently released the 2010 China Automotive Sales Satisfaction (SSI) index ranking (see Figure 1). The Satisfaction Index aims to measure Chinese consumers' satisfaction with new car purchases. The total score is 1000 points. The higher the score, the higher the consumer's satisfaction with the car purchase process. The research index is based on the customer's experience in seven areas and is sorted by importance: delivery process, delivery time, dealer facilities, sales staff, written documents, trading conditions, sales start.

Figure 1: Ranking of China's Automotive Sales Satisfaction Index by JD Power Asia Pacific in 2010

According to the agency's 2006-2010 SSI index compiled by Gasgoo.com, the number of self-owned brands with new car sales satisfaction higher than the industry average has increased. In 2006, only Tianjin FAW was one. In 2010, the satisfaction of new car sales of six independent car companies or brands exceeded the industry average. They were Hafei, Roewe, FAW Jilin, FAW Car and Dongfeng Fengshen. (See Table 1)

According to the JD Power's after-sales service satisfaction (CSI) index compiled by Gasgoo.com, in 2006 and 2008, after-sales service satisfaction of self-owned brands was below the industry average; in 2007 and 2009, there was only one independent brand. The after-sales service satisfaction was above the industry average, which was China and Roewe respectively. In 2010, there were two independent brands - Roewe and FAW Cars' after-sales service satisfaction exceeded the industry average. (See Table 2)

However, overall, the overall improvement in self-owned brand after-sales service satisfaction is slower than its performance in new car sales satisfaction.

Figure 2: Ranking of JD Power Asia Pacific's 2010 China Automotive After-sales Service Satisfaction Index

The After-Sales Customer Satisfaction Index study is aimed at users within 12 to 24 months of ownership, examining their experience in receiving services at the dealership and customer satisfaction when servicing the vehicle. The overall satisfaction of the users is measured according to the performance of the distributors and is mainly divided into five factors, namely service start-up; service advisor; dealer facilities; car pick-up process and service quality. The total score of this index is also 1000 points. The higher the score, the more satisfied the user is with the authorized dealer's maintenance and repair services. In 2010, the car company or brand whose satisfaction score is above the average is shown in Figure 2.