Buick ranked 10 points above average in the J.D. Power 2023 China Tech Experience Index (TXI) Study, putting it ahead of many other brands in the rankings, but in eleventh place after a lineup of other domestic and joint-venture brands.
Buick scored 522 on the 1,000-point scale of the Tech Experience Index, 10 points above the segment average of 512 for Mass Market ICE models. Its score also improved strongly from last year’s score of 482 points, though it fell short of the 559 points earned by this year’s category winner, Lynk & Co.
The Tech Experience Index study by J.D. Power uses the prominent market analysis firm’s research to discover what advanced technological features auto buyers in China find useful, and which are less valued or even cause problems for users. The study says its purpose is “to help the industry address any problematic areas before the technologies are made widely available across automotive portfolios, thus improving the future owner experience.”
While many of the study’s entrants are domestic Chinese brands, there are also a fair number of overseas brands such as Buick which have a significant presence in China’s vehicle market. Vehicles are divided into four categories, including Premium ICE Models, Mass Market ICE Models, Premium NEV (new energy vehicle) Models, and Mass Market NEV Models.
The results of this year’s study show improvements across the technological features offered across many brands, including Buick, while some areas remain problematic. Looking at 30 “advanced” and eight “basic” items of tech offered on recent models, the study found quality had improved, with 30.1 problems reported per 100 vehicles compared to 32.4 problems a year ago.
However, more drivers are complaining about tech features that are difficult to understand or use, highlighting a need for automakers to focus on simplicity of design and ease of use. The TXI study pointed to the “smart cockpit” and “smart driving” features as areas where more drivers are having problems, with 34 percent and 36 percent of users respectively struggling with the use of these technologies.
Buick and other automakers might be well-advised to pay heed to the results, J.D. Power China‘s general manager of auto product practice Elvis Yang claimed, noting “installing advanced technologies in their vehicles does not necessarily mean that owners’ user tech experience will be positive.”
Yang added that technology is becoming an important element in consumer purchasing decisions, point out that “the impact weight of tech experience on vehicle purchases has risen by two percentage points to 14 percent” for 2023.
Source: J.D. Power