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Chinese brands improve customer satisfaction, Power says
Automotive News China | 2010/9/3

SHANGHAI -- Chinese car buyers are happier with the vehicle sales experience at domestic-brand dealerships than they were a year ago, according to a J.D. Power study.

According to the 2010 China Sales Satisfaction Index, three domestic brands rank among the top 10 brands, up from only one in the previous survey.

This year the survey measured consumer satisfaction with the sales experience of 53 brands. The industry's average score was 823, virtually unchanged from a year earlier.

Hafei, the brand of small-car and minivan maker Hafei Automobile Co., ranked fifth with a score of 841. Roewe, the brand owned by Shanghai Automotive Industry Group Corp., tied for seventh with Buick, each with a score of 836. FAW Jilin, a minivan manufacturing unit of China FAW Group, ranked tenth with a score of 833.

A year ago, only Roewe was one of the top 10 brands, with a fourth-place score of 846.

The top four in this year's study were all European brands. Audi ranked highest with a score of 869, followed by Skoda with a score of 846. BMW and FAW-Volkswagen shared third place with a score of 842.

The study, now in its 11th year in China, measures seven factors: the delivery process; delivery timing; dealership facilities; the salesperson; paperwork; the deal; and the initial sales contact.

The survey asks car buyers to evaluate the first two to six months of ownership.

This year, the study drew 10,661 responses in 33 major cities from consumers who purchased vehicles from August 2009 through March 2010.

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