China's auto industry user satisfaction index increased year-on-year in 2017

According to the “China Auto Industry Customer Satisfaction (CACSI) Measurement Results for 2017” published by the China Quality Association and the National User Committee on the 20th, the Chinese automotive industry’s user satisfaction index for 2017 was 78 (out of 100 points), a year-on-year increase of 1 point. For the first time in the past five years, the year-on-year increase has occurred.

After China’s auto satisfaction index reached its historical peak of 80 points in 2012, the CACSI index has been in a downward trend. According to analysis, this year's increase in satisfaction is mainly due to the overall improvement of the brand image and product quality. In 2017, the brand image of the Chinese auto industry increased by 0.4 points year-on-year. In terms of product quality, the reliability rating was 77.3 points, an increase of 0.5 points year-on-year. In addition, the number of failures per 100 new vehicles was 92, down 9 times year-on-year. Car performance and design satisfaction were 76.3 points, an increase of 0.3 points over the same period last year.

In the passenger car category, the passenger satisfaction rating was 78 points, which was the same as last year; SUV (sports utility vehicle) was 78 points, which was a year-on-year increase; MPV (multipurpose vehicle) was 77 points, which was a year-on-year increase of 2 points.

In the brand category, China’s own-brand automobile satisfaction was 76 points, a year-on-year increase, and joint-venture brand cars were 79 points, a year-on-year increase. In the joint-venture brand cars, Ashkenazi 80 points, a year-on-year increase; the Japanese car 79 points, an increase of 1 point; the US Department of Motors is 78 points, unchanged from last year; the Korean car 77 points, a year-on-year drop; Department of Automotive 77 points, unchanged from last year.

Experts in the industry believe that the current competition in China's auto market is still based on quality, brand soft power plays a prominent role, and the impact of price and quality factors is weakening.

The data show that the impact of automotive brand image on satisfaction is 20% higher than that of 2012. This year has again become the primary factor affecting satisfaction. At the same time, the perceived quality has reduced its influence on satisfaction by 20% and perceived value. The influence fell by 16%. Industry experts stressed that automotive manufacturers should strengthen quality innovation on the basis of continuous improvement of quality in order to further shape the brand image of users.

It is worth noting that in 2017 China's auto industry received a 76-point satisfaction rating for its after-sales service, a year-on-year decrease of 1 point. Chinese auto users hope that dealers can improve the following service levels: the time spent in repair or maintenance process should be reasonable; failures (problems) can be repaired (resolved) at one time.