China Quality Association’s survey results show complaint rate of auto users keeps rising for two consecutive years

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China Quality Association and National User Committee released the 2011 China Automobile Customer Satisfaction Index (CACSI) on September 27.

They reviewed the models of 120 passenger vehicle brands with strong sales in 2011 through surveys with vehicle owners. The survey finds that the proportion of the first-time new vehicle buyers reduced from 75.9% last year to 73.3% this year. Meanwhile, the customer satisfaction index this year is 79 points, one point up from a year earlier and the highest score since 2002. The loyalty of auto users stays at 73 points. But the complaint rate of auto users against auto products rises 1.1 percentage points to 17.2% this year, the second consecutive year for the rate to rise. 54.8% of the complaints are against the quality of auto products, while 31.9% of the complaints are against after-sales services, up 10.1 percentage points from a year earlier. Some auto brands’ sluggish sales and ignorance of after-sales service quality are the major reasons for consumer complaints.

The survey also shows that auto consumers hope automakers to focus on improving the efficiency of after-sales services, improving the maintenance quality and charging service fees reasonably.

The number of defects in 100 new vehicles is 133, down 15 from a year earlier. The overall defect rate of the auto industry is 54.3%, down seven percentage points from a year earlier, which means the quality of new vehicles increases. However, the ratings of auto users on the reliability of engine system, driving system, steering and braking system, configurations and handling equipment, AC system, audio & entertainment navigation system are quite low.

The survey also finds that the homegrown automakers have been improved a lot in the aspects of brand building and quality improvement, but their customer satisfaction index still lags behind JV brands. The satisfaction index of homegrown brands is 75 points, which are six points lower than JV brands.