China Auto After-sales Service to Meet A "Big Test"
Posted: 05/28/2014 12:05:07 Edited: 05/28/2014 01:05:26 Clicks: 2139
In 2009, China had overtaken America as the world’s largest auto market. 13 million of production and sales volume announced that China had come into auto society. However, at the end of that year, Toyota “Brake Gate Affair" alerted consumers the endlessly after-sales service problems as cars become necessities gradually.
Auto after-sales service is far beyond the proportion of car sales, which is gradually being cognized. Automotive aftermarket is a large system that covers the whole process from sale to scrapping. This process causes various needs such as spare parts supply, maintenance, auto supplies, car modification, financial services, car rental, car certification, car navigation, etc.
Comerica International recently just released the 2013 Satisfaction Index for China Automobile Brand After-sales Service. Shanghai GM Buick, Shanghai Volkswagen, SAIC Roewe are leading brands in their respective areas. SAIC became the biggest winner. Due to prices and brand positions, luxury cars are the guarantee of quality in the eyes of many consumers and after-sales service also should be at a top level.
Joint venture brands are always at the upper level in the evaluation of domestic consumers. Under the help of domestic partners, joint venture brands have great advantages on the layout and development of the network. Combined with continuous efforts, they have created a good reputation. Volkswagen, for example, as the earliest brand entered China, has become the most comprehensive brand on after-sales service.
As China's auto market steps into micro growth period, the market competition intensifies. China formally introduced car Three Packets Policy in October 2013, supporting consumer rights of repair, replacement and return. The new policy will bring great pressure to customer loyalty and brand profitability. On the one hand, it can eliminate some auto brands that don’t suit for Chinese market. On the other hand, it will weed out some brands which cannot meet satisfied services. In the next 10 years, automobile industry is facing a process of sweeping. At the same time, high sales profits era has gone forever for automobile brands, and customer after-sales will become the priority.
