On October 23, the China Quality Association announced the results of the 2024 China Automobile Customer Satisfaction Index (CACSI) assessment in Beijing, revealing that customer satisfaction in the fuel vehicle sector has reached an all-time high.
According to the China Quality Association, the CACSI score for 2024 stands at 81 out of 100, marking the highest level ever recorded. The increase in customer satisfaction can largely be attributed to a significant rise in perceived quality and value that went beyond previous expectations. In this year’s assessments, the perceived quality score reached 80.7, a modest increase of 0.2 points from last year, indicating a consistent upward trend for three consecutive years, finally surpassing user expectations for the first time. Meanwhile, the perceived value score climbed to 79.5, reflecting a year-on-year increase of 1.9 points and achieving the highest level in nearly a decade.
The improvement in service quality has been a primary driver behind the enhanced perceived quality, although reliability in quality has slightly declined compared to the previous year. Specifically in service quality, the satisfaction score for after-sales service rose to 81, up 3 points year-on-year, while sales service satisfaction also improved by 2 points to reach 81. Notably, performance design satisfaction scored 81.4 with a 2.4-point increase, although the reliability satisfaction score fell by 0.5 points to 78.5, with concerns noted in the transmission, air conditioning, and seating quality reliability factors.
Interestingly, the satisfaction level for domestic brands has now matched that of joint venture brands for the first time, driven primarily by perceived value. Domestic brands scored 80, reflecting a 1-point increase, while the perceived value score reached 79.8, leading joint venture brands by 0.3 points.
German brands continue to show strong advantages in both satisfaction and loyalty, scoring 81 in satisfaction and 80 in loyalty. In comparison, Japanese brands scored 81 in satisfaction and 79 in loyalty, American brands scored 80 and 78 respectively, and Korean brands scored 79 in satisfaction and 78 in loyalty.
Customer preferences are also shifting, with comfort emerging as a crucial factor in purchasing decisions. In 2024, the top three reasons for purchasing fuel vehicles are performance, comfort, and reliability. The focus on comfort has notably risen, jumping 19 percentage points from sixth place in 2023 to now rank second. Buyers are increasingly valuing practical, tasteful, and stable brand characteristics. Notably, the mention rate for brand features has shifted considerably, with the top feature now cited by 34% of respondents, leading the second and third features by 1.5 percentage points, compared to 15% and 17% in 2023.
Additionally, the assessment revealed that among first-time car buyers, 36% chose domestic brands, outpacing German brands by 9 percentage points. Conversely, repeat buyers tend to prefer German brands, with Japanese and American users showing a greater inclination to switch to German models over their own brands. There is also a noticeable shift in preferences among different generational groups, with younger buyers from the ’95 and ’90s generations considering a wider range of factors when purchasing cars.
The 2024 CACSI evaluation included 160 popular models from 36 automotive manufacturers and 44 brands across five major market regions in China. The survey was conducted in 90 major cities from May 14 to August 30, 2024, assessing overall satisfaction, quality reliability, performance design, after-sales service, and sales service across these dimensions.
