·JDPower: Self-owned brand repurchase rate increased by 11% year-on-year

The new JD Power Asia Pacific released the 2015 China Automotive Sales Satisfaction Study SM (SSI) report. According to the report, the overall satisfaction of the luxury car and mainstream car segment has improved compared to last year, with Audi 795 points. For the third consecutive year, the company ranked first in sales satisfaction in the luxury car market. Beijing Hyundai ranked first in the mainstream car market for the second consecutive year with a score of 812 points.

The 2015 China Automotive Sales Satisfaction Study (SSI) is based on feedback from 15,633 car owners who purchased new cars between July 2014 and February 2015. Data collection was carried out in 57 major cities across China from January to April 2015.
According to the report, nearly 20% of new car owners (17%) chose financial loans. The satisfaction of loan car buyers is 54 points higher than that of non-loan car buyers. If the dealer recommends the insurance of the insurance company he wants to the new car owner, the satisfaction of these new car owners is 683 points, which is 23 points higher than the satisfaction of the owner who did not get the recommended recommendation (660 points). For female car buyers, if the dealer-recommended insurance company is their favorite, their satisfaction (675 points) is 26 points higher than the female car buyers who did not get the recommended recommendation (649 points).
The report shows that users are increasingly satisfied with buying cars on the Internet. More than half (54%) of car buyers claim that they use the Internet to search and compare vehicle information during the car purchase, make an online test drive, or confirm the price and pay the deposit or full payment online. Among those consumers who used the Internet during the purchase of new cars, the satisfaction score was 703 points, 12 points higher than consumers who did not experience online during the car purchase process.
Compared with other brands in the mainstream car market, self-owned brands have made the most progress, with an increase of 31 points compared with 2014, and contributed the most to the overall satisfaction of the mainstream car market.
The improvement of self-owned brand satisfaction has brought the same brand repurchase rate of independent brand owners. The ratio of consumers who choose their own brands for the first time and still choose the same brand in the second car purchase has been increasing year by year in the past three years, from 7% in 2013 to 11% in 2015. However, the same brand repurchase rate for other country brands has declined compared to 2014.
Dr. Mei Songlin, Vice President and Managing Director of JD Power Asia Pacific China, said: “The independent brands have made great efforts in improving sales services, especially focusing on the construction of long-term customer relationships, achieving remarkable results and returns, sales and brand loyalty. There has been considerable progress."
In terms of establishing long-term and stable customer interaction and cooperation, independent brands have also made significant progress. 83% of self-owned brand new car owners said that at the time of delivery, the dealers introduced the after-sales service representatives (2014: 81%). Their satisfaction is 71 points higher than the satisfaction of new car owners who do not enjoy this service.
After delivery, 50% of the new car owners of their own brands enjoyed the service with the dealers to arrange regular maintenance time (2014: 47%); 22% of the new car owners of their own brands were invited to participate in the car owner activities (2014: 13%) . The satisfaction of these owners is 45 points higher than the satisfaction of the owners who do not receive these two services.

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