Data analytics and consumer intelligence company J.D. Power has released the results of its 2021 China Sales Satisfaction Index Study. The new study places Buick at the top of the list for customer satisfaction among mass market brands.
The J.D. Power 2021 China Sales Satisfaction Index Study is a measure of sales satisfaction among both new-vehicle buyers and rejecters, the latter of which are defined as those who seriously consider buying a brand, but ultimately buy a different one. New-vehicle buyer satisfaction is based on seven weighted metrics, including online experience (18 percent), communication before visit (10 percent), reception (15 percent), showroom visit (13 percent), test drive (8 percent), deal (16 percent), and delivery process (20 percent). Meanwhile, rejector satisfaction is based on six weighted metrics, including online experience (31 percent), communication before visit (30 percent), reception (17 percent), showroom visit (11 percent) test drive (6 percent), and negotiation.
This year’s study looked at responses from 25,412 new-vehicle owners from 70 major cities, all of whom purchased a new vehicle between May of 2020 and February of 2021.
Using these buyer responses, J.D. Power then calculated a satisfaction score for each respective vehicle brand, based on a 1,000-point scale. At the top of the mass market brand list was Buick with a score of 744. GAC Honda was tied with Buick with 744 points, while GAC Toyota was third with 743 points. The mass market brand average was 733 points.
“As auto customers in China tend to make their decision in the early stage of vehicle purchase and thus shorten the buying process, the online retail experience becomes increasingly important,” said digital retail consultant at J.D. Power China, Ann Xie. “Especially as luxury and mass market brands are nearly even in score for online retail, managing the customer lifecycle experience by leveraging digital marketing tools, privatizing traffic resources and innovative approaches such as subscription services to ensure that customers take their vehicle away joyfully and quickly, will become the new opportunity and challenge for automakers and dealers.”
Notably, mass market brands like Buick surpassed luxury brands in sales satisfaction scores for the first time in the study’s 22-year history, with the mass market average score of 733 besting the luxury brand average score of 732 by a single point.