J.D. Power’s first report on China’s new energy market: self-owned brands Zhongwei Ma and BAIC New Energy are at the bottom of the customer experience score

Image source: Visual China

On October 20, JD Power, a consumer insight and market research institution, released the 2022 China New Energy Vehicle Customer Experience Value Index (NEX-CXVI). This is the agency’s first research report on China’s new energy vehicle market. The report shows that in 2022, the overall score of the new energy vehicle customer experience value index in the Chinese market will be 796 points (based on a full score of 1,000 points), of which the overall score of independent new power brands will lead the industry level.

NEX-CXVI scores the user experience of new energy vehicles with a car purchase cycle of 2 to 12 months. The scoring standards are based on the three areas of car purchase, car use and service for different customer groups.

The research group is divided into two parts, namely the customer group with no service experience (70% weight) and the customer group who have experienced the service of the car company (30% weight). For the inexperienced customer group, the weight of the car purchase and car use stages is equal; the weight of the customer group with service experience is 32% (car purchase stage), 31% (car use stage) and 37% (service stage).

In terms of specific measurement indicators, the car purchase stage includes information collection, in-store experience, product explanation and experience, car purchase plan negotiation, user follow-up and evaluation of the car delivery process; the car use stage covers car use consultation, energy supplement services and car owners’ rights and interests The service stage includes the service initiation, service process and service quality scores.

According to Jundi’s report, the customer experience value index of independent new forces is 806 points, and they are in the lead in car purchase, car use and service performance; international brands score 802 points, ranking second; independent traditional brands and the top two There is a certain gap between those who scored 792 points. In addition, the study also found that the experience of car use is the peak experience of new energy car owners; while the car purchase process is the trough of the three stages.

In terms of experience details, compared to traditional fuel vehicles, buyers of new energy vehicles prefer online channels, paying particular attention to official APPs and video websites. At the same time, car buyers pay more attention to the technical introduction of models and third-party evaluations; Automobile companies have obvious help in improving user experience. Jundi pointed out in the report that the user experience score of high-frequency login operations in the official APP is significantly higher than that of low-frequency login customers; in addition, it should be noted that new energy vehicle users have long-term In the case of vehicles (with more than 7 months as the dividing line), the car experience is significantly reduced. The report shows that this is due to the fact that the service attitude of the sales staff is more indifferent than before, there are convenience problems in the energy replenishment link, and the rights and interests of car owners are gradually losing their attractiveness.

In terms of specific rankings, in terms of Chinese brands, Ideal ranked first in the customer experience value of new energy vehicles in the Chinese brand segment with 816 points . Xiaopeng (815 points) ranked second, Geometry (813 points) and Ji Krypton (813 points) tied for third.

Image source: JDPower Jundi NEX-CXVI 2022

In terms of international brands, BMW ranked first with 814 points . Mercedes-Benz (812 points) ranked second, SAIC Volkswagen (802 points) and Tesla (802 points) tied for third.

Image source: JDPower Jundi NEX-CXVI 2022

Xie Juan, general manager of Jundi China ‘s automotive digital retail consulting business department, said: “ The transformation of automotive products is rapidly driving the constant changes in consumer demand. The reason why new independent forces can seize the industry’s leading position comes from their own Internet genes for user needs. keen sense of smell.”