More than half of owners dissatisfied with the 4S shop service in Beijing

In recent years, China’s economy has developed rapidly, and high-income people in the country have grown rapidly. Demand for luxury cars is increasing day by day. But when the luxury car market in China is fiercely competitive and margins are low, can luxury car services still maintain a high standard? Recently, the reporter of the "Beijing Times" magazine of Beijing Commercial Daily conducted a survey on the owners of luxury cars. The main content of the investigation was the opinions of the owners of luxury cars in Beijing on the services provided by dealers. It is worth noting that surveys show that more than 50% of luxury car owners are not satisfied with the 4S shop service.

4S shop service quality needs to be improved

According to a survey by the Beijing Business Daily reporter, car owners’ satisfaction with auto after-sales service was only 44.2%, that is, more than 50% of car owners were not satisfied with the dealer’s service. Respondents’ dissatisfaction with the 4S shop mainly focused on its “low quality of service”. 55.8% of the respondents said that although the 4S shop now has many service items, its quality is not high. Among them, the lowest satisfaction rate for "maintenance and maintenance prices" was only 30.3%, mainly due to "high parts prices", "expensive hours" and "although the price was clearly marked, but the prices were still too high". In addition, the 4S shop service is not flexible, the maintenance waiting time is too long and the respondents are more dissatisfied.

The survey showed that most respondents chose to repair the vehicle brand as a single repair shop, accounting for 84.9%. Twelve percent of the respondents chose to go to a professional car service chain store. It can be seen that the fast-growing chain stores that have developed rapidly in the past two years have received certain recognition among consumers, and only 3.1% of them chose to go to ordinary car maintenance shops.

In the consumer's evaluation of car purchase services, more than 25% of consumers have encountered false advertising and forced consumption when buying a car. Among them, there were over 55.3% of consumers who had been forced to sell, bundle sales, such as must-have licensing, insurance, and purchase of decorative consumer spending experience; the proportion of consumers who had experienced exaggerated publicity and false publicity was 45.1%.

Owners value most dealer brands

What are the primary considerations for consumers to shop at the time of maintenance? According to the survey results, the "high-tech" repair shops are most favored by the respondents, and more than half of the respondents value this item. Followed by "reliable brand", "cheap", "good service attitude" and so on.

In the automotive maintenance segment, 32.18% of the respondents expressed dissatisfaction. Among them, 28.71% of the owners said that there was a situation where the maintenance costs were “diffuse package”, only knowing to pay according to requirements, but what aspects of maintenance were not clear to themselves; 26.69% of consumers thought that the maintenance company had intentionally exaggerated the failure. The situation; 24.28% of consumers believe that 4S shop repair parts waiting time is too long; 23.41% of consumers believe that maintenance company fault diagnosis is inaccurate resulting in repeated maintenance, can not solve the problem at once; 18.11% of consumers believe that maintenance of the enterprise The level of repair personnel is low; 15.32% of consumers believe that the repair procedure is not standardized; 9.15% of consumers indicate that the price of repair parts is too high.

Through the above analysis, we can see that in the rapid growth of the automotive market in recent years, consumers are more mature and rational, regardless of the car shop or maintenance, brand and professionalism has become an important consideration. Although the 4S shop has been widely recognized for its professional brand image, it has become the target of public criticism because of the large number of service items and low quality.

German luxury car service surpasses Japanese

The survey shows that the service level of the German luxury car has improved. Among the surveyed car owners, Mercedes-Benz, BMW, and Audi, the three major German brand owners, are slightly more satisfied with the 4S shop than Japanese car owners. According to the data, 43.5% of the Ashkenazi luxury car owners are satisfied with the dealer's service, and 38.9% of the Japanese luxury car owners are satisfied with the dealer's service.

Prior to this, the rapid increase in sales volume revealed the problems in the preparation of German luxury cars for after-sales service and decreased customer satisfaction. The contrast between this sales volume and the brand image caused the three luxury brands to start thinking about how to reposition the brand in China. Direction of development. FAW-Volkswagen Audi and BMW have launched a special promotion service strategy based on the Chinese market. Mercedes-Benz also reduced the recommended price of after-sales services three times in the short term to increase the satisfaction of the owners.

Due to the slow development of Japanese luxury cars, the distinguished services that they depended upon to enter China gradually reduced their standards. Lexus, Acura, and Infiniti had entered the Chinese market one after another several years ago, with four years of 100,000 km free warranty and maintenance. Policy, the Japanese three brands have a firm foothold in the country. In the past two years, Lexus, Infiniti, and Yangge have been declining when the Ashkenazi was the three strongest. According to the survey, “the reason for the decline in the satisfaction of Japanese luxury car owners is that the service of the Japanese luxury car was very good. Now that it has a large amount of possession, the standard has been reduced, and this has led to the dissatisfaction of the owners”.

It is worth noting that among the many options, 77% of the owners believe that the 4S shop's sense of dignity and the value-added services provided by the owners are the focus of their concern.