The new energy vehicles (NEVs) of Wuling, one of the brands operated by GM joint venture SAIC-GM-Wuling, ranked above average in the domestic brands segment of the J.D. Power 2023 China Customer Experience Value Index study released at the end of August.
The brand ranking, which uses a 1,000-point scale to measure customer satisfaction of various NEV brands, gave Wuling a score of 774. This placed it above the segment average of 768, though it only placed thirteenth and Zeekr took first place with 792 points.
Regarding satisfaction ratings for both domestic Chinese brands and international automakers operating in China, the average is 770, once again marking Wuling as above average in meeting the expectations of customers. However, customer satisfaction with NEVs is falling rapidly in China, down 26 points from the 796 rating that was average a year ago in 2022.
The study aggregates an overall rating for each brand from measures of customer satisfaction about several different aspects of NEV ownership. These include the purchase process, the experience of owning the NEV, and rating of subsequent service.
NEV manufacturers, including Wuling, showed declining satisfaction in all areas of new energy vehicle ownership experience. Purchasing was rated lowest, though availability of direct sales increased customer satisfaction with the buying process. Service received a middle rating and satisfaction was highest with actual use of the NEV.
Owners of moderately priced NEVs costing between 200,000 and 300,000 yuan provided the most feedback to the study, with 35 percent of those contacted responding. Thirty percent of owners with lower-priced vehicles responded, while 31 percent of those with NEVs costing more than 300,000 yuan responded.
J.D. Power China conducted the necessary research in 81 metropolitan areas in China. In all, 5,059 new NEV owners provided ratings on 49 different brands. The study then compiled the results using both human analysis and AI to create a resource allowing automakers to identify both strengths and weaknesses in their NEV strategy and its ability to meet customer desires.
While GM vehicle sales in China increased 9 percent in Q2 2023, sales of Wuling vehicles rose only 2.7 percent, strongly outpaced by the growth of The General’s Chinese sales for its Buick (6.2 percent), Cadillac (50.5 percent), and Chevrolet (20 percent) brands. However, its second-quarter sales volume of 286,400 units exceeded the number of vehicles sold by the other three brands combined.
GM also unveiled a new fully electric midsize Wuling sedan for China in early August as it continues to expand its NEV offerings in that country.