2012 domestic car consumer satisfaction survey report
Due to the large number of new models listed in the domestic market in the past two years, consumers are really “stunned” in the process of purchasing. In order to purchase a car that is safe, there is a lot of information to be understood, and the time and effort invested are quite large. Despite this, due to the asymmetry of information between dealers and consumers, it is difficult for consumers to make rational choices. The evaluation of the quality, performance, after-sales service and maintenance costs of the vehicle obtained from the owner of the vehicle may be more practical for the consumers who are preparing to purchase the car. It should be said that the model with high satisfaction is a competitive model, that is, a model with vitality, and it is also a model recommended by the "Car Guide" to the majority of prospective owners. At the same time, we must see that the satisfaction index has certain stability. At the same time, due to the continuous improvement of the manufacturers and the changes in the evaluation criteria of the various indicators, the satisfaction index will change over a period of time. Therefore, this journal will This year's report is launched. Since this year is the first year, all the work needs to be improved. In the future report, new models will be continuously included in the survey, and the scope of the models will be continuously expanded to present a more complete readership. report.
The survey has two important meanings: one is to guide consumers' consumption behavior; the other is to let manufacturers recognize the problems in the use of vehicles, and urge manufacturers to improve in time to better serve consumers.
Consumer Satisfaction Index Consumer satisfaction is a level of consumer perception. The deeper meaning is how well the performance of the products provided by the company matches the expectations and requirements of the consumers. The Consumer Satisfaction Index is an indicator of consumer satisfaction and is expressed as a percentage. For this survey, the Consumer Satisfaction Index is used to indicate the overall satisfaction of the owner of a car brand's quality, performance, shape, interior, after-sales service and car maintenance costs.
Description of the survey The survey was initiated in February 2004 and officially completed in early May. The company provided technical support from Chuangxian International Consulting. The survey is mainly based on the questionnaire sent by the journal, and the interview and the Internet are supplementary ways. A total of 3,973 feedback questionnaires were received in the survey, of which 2,567 were valid questionnaires. The 2,567 valid questionnaires cover 65 domestic car brands and cover 31 provinces, municipalities and autonomous regions across the country.
In order to make the survey truly and objectively reflect the satisfaction of consumers, we further processed 2 567 valid questionnaires during the analysis. Among them, the number of valid questionnaires was less than 30; the sample of respondents with less than 12 months of driving was excluded, and the number of valid questionnaires that entered the analysis was 2,247, involving 34 domestic cars. Brand.
Focusing on the theme of satisfaction, we focus on the five aspects of the car's external quality, internal quality, performance, after-sales service and maintenance costs. The content included in each aspect is:
▲ External quality External quality includes the paint quality, sealing and appearance of the body.
▲ Internal quality Internal quality includes interior quality, interior space, comfort, air conditioning performance and luggage compartment space.
▲ Performance Car performance includes power, braking, handling, fuel economy, safety and noise.
▲ After-sales service refers to the number of maintenance outlets, the facilities and level of the repair station, the service quality of the maintenance personnel and the supply of spare parts.
▲ Maintenance costs Maintenance costs mainly refer to expenses such as auto insurance, oil money, parking fees, daily maintenance and repairs.
After subdividing, we attributed the survey to 16 small questions. The satisfaction level for each small problem is divided into five levels: very satisfied, satisfied, average, dissatisfied and very dissatisfied. In the process of data processing, we refer to the experience of foreign authoritative survey institutions, and at the same time, combined with the actual situation in the country, we redistribute the weight of each technical indicator to better conform to domestic consumption habits and concepts.
The survey results show that the consumer satisfaction index of high-end cars and new models is relatively high, while the CSI index of some low-end models and old models is significantly lower. This is because the new models usually have a stylish shape and interior design, which meets the aesthetic concept of today's consumers, while the new models adopt new technology and improved configuration, thus further improving the performance of the whole vehicle. In addition, the new car is designed with more humanized design, from instrument panel to various interior changes, from the increase of storage space to the improvement of comfort, from the adoption of various electric devices to ergonomics. The design, all of which reflect the unique charm of the new model, and thus get a higher satisfaction score for consumers. Every year, a large number of new models are listed in foreign countries. At the same time, some old models have been eliminated from the market. This is also in line with the development and changes of commodities. However, due to insufficient competition in the domestic market, new and old models are mixed, and the phenomenon of several generations is common. Existence, the elimination of old models is still less, which is different from the developed markets abroad. From the survey, we can also see that the satisfaction of domestic consumers is lower than that of foreign countries. The satisfaction index between the top-ranked models and the lower-ranking models is quite different. Among the top 10 models, there are 2 Mazda companies from Japan, 1 Honda and 1 Nissan; 4 models from Volkswagen in Germany; the other 2 models are from GM, and no national brand enters. To the top 10. Obviously, the national brand can not establish the reputation of the product and become the mainstream product with vitality only by the price advantage. Below we will explain the models of this survey into the following grades, so that consumers can get the customer satisfaction situation between the same grades.
From the “very satisfied” to “very dissatisfied” five levels mentioned above, we got the scores of 34 models on each evaluation index, and then we carried out scientific and statistical calculations. These scores were converted into √ and ×, which are used to evaluate consumer satisfaction with various indicators in terms of the degree to which each model deviates from the average. Readers are accustomed to comparing between models of the same grade. If you look at the √ and × in this table from this point of view, then it is wrong. The three A A models do not mean much better performance than the two B B models or how much space or maintenance costs are less, but on behalf of the owner is more satisfied with A than B, do not stand Looking at these models from the same person's point of view, because the expectations and requirements of different owners are different, their satisfaction with different models will be very different. For manufacturers, the lower the satisfaction of the model, the greater the difference between the requirements and hopes of the model. The more room for improvement, the satisfaction survey is also of great significance for manufacturers in the development of research products? In summary, in addition to the above listed models, there are many new models on the market. Due to the short time to market, we can't fully get information on the performance, maintenance costs, advantages and disadvantages of these vehicles. We will be in the next investigation in these models. Plus, stay tuned. From the table, we can also see that for China's current auto market, the relationship between satisfaction and sales is not obvious, and even the sales of models with low satisfaction are large. There are several reasons for this:
First, consumers should consider the price factor when they actually purchase a car, and the focus is different. Some consumers require power and handling. Some consumers demand shape and economy. Some consumers may ask for after-sales service. And car maintenance costs, consumers may buy one car because of one or several of them.
Second, although the new models are more responsive to the tastes of consumers in terms of form, interior and configuration, they have achieved higher satisfaction, but the current sales volume on the market is still some old models. The old models have great advantages in after-sales service, car maintenance costs and even quality stability. The regional differences in China are very large. The sales and service outlets of new models in small and medium-sized cities are still not perfect, and they cannot be compared with the old models in the short term. competition. However, with the development of various aspects, new models with higher satisfaction must exceed the old models with lower satisfaction.
In addition, since we are conducting such a large-scale consumer satisfaction survey for domestic cars for the first time, it is inevitable that there will be deficiencies, and readers are requested to give us feedback in a timely manner.
Car shopping guide magazine
More than 200,000 yuan of high-class car satisfaction evaluation Mazda 6 winners
Since its launch in Japan in February 2002, Mazda6 has won numerous awards worldwide and has been recognized by consumers around the world. After only a year or so, Mazda, which attaches great importance to the Chinese market, has put into production this world-synchronized model in China. Mazda 6 ranked first in this survey with near-perfect performance, and consumers gave high marks to Mazda6's indicators. The production and sales volume of Mazda6 in 2003 reached 24,466 and 24,248 respectively. In 2004, it accelerated the pace of advancement, and sales are expected to double again, reaching 50,000 units. Mazda has achieved such market performance in just over a year, and is closely related to its excellent power and handling performance, dynamic shape, fine manufacturing process and high safety performance.
No matter how good the car is, there are some shortcomings. The consumers still put forward some suggestions for improvement on Mazda6: the most common problem reflected by the owner is that the sound insulation effect of the engine compartment is somewhat poor. The engine noise is large when the acceleration is urgent, and the noise reduction level needs to be improved; The owner of the maintenance also has higher requirements, and the owner hopes to strengthen the construction of after-sales service and the supply of spare parts. With the Mazda 6 more cost-effective 2.3 L technology and 2.0 L joining in 2004, Mazda 6 will continue to write its miracle.
Accord
In 2003, the suspension of the old Accord and the new installation of the new Accord made China’s auto industry seem to be in the era of “planning economy”. Consumers bought cars and queued up, and the enthusiasm for the increase in fare increases the Accord’s fever. The enthusiasm fundamentally determines that the Accord's satisfaction index is at the forefront of the same grade. The new Accord has comprehensively improved the engine and transmission, suspension system, braking system, rigidity, noise reduction and vibration damping performance of the car body, which greatly improves the performance of the whole vehicle. In addition, the look and interior of the new Accord is also more refined. From the survey results, consumers score higher on these aspects of the new Accord.
The Accord's scoring of maintenance costs is not high, but the car owner's most talked about the Accord is its fare increase, which also reduces people's goodwill towards the Accord. In addition, consumers also hope that the Accord will improve on the following aspects: the owner feels that the chassis is light when running the highway, the body is a little floating; the durability and effect of the sound system need to be strengthened; the storage space is insufficient, the utilization is not very good; maintenance Maintenance costs are slightly higher; it is best to add a DVD LCD screen and a parking sensor.
Regal
The satisfaction index followed the Accord is the same as the high-end car of Regal, this pair of "life and death" has been a tit-for-tat competition, they have launched a new redesigned models, successive price cuts, successively launched 2.0 L and 3.0 L models In sales, they are also closely related. At the same time, the fierce competition between them has also improved the overall cost performance of mid-to-high-end cars and promoted the rapid development of the mid-to-high-end sedan market. In terms of satisfaction scores, consumers also think that they are comparable. In the end, the Accord ranked in front of Regal with a very weak advantage. The survey shows that Regal's atmosphere and noble, humanized interior, spacious space and ride comfort are recognized by consumers. However, Regal scored relatively low on fuel economy and maintenance costs.
Where consumers need Regal to improve: power and acceleration need to be improved; instrument panel is easy to break, interior selection needs to be improved, workmanship should be refined; air filter replacement is inconvenient; debris box is small; driver head space Slightly small, the foot design is unreasonable; the headlights are not bright enough; the rear seat air conditioners are best controlled independently.
Passat
From the survey results, Passat has been widely recognized by consumers in terms of external quality, internal quality, interior space, comfort, handling and braking. As the most sold mid-to-high-end sedan, Passat has maintained rapid development for several years. In 2003, the sales volume exceeded 120,000. The higher satisfaction of consumers is the fundamental guarantee for the large sales volume of Passat. As a mid- to high-class car, its maintenance costs are relatively high, so the score in this area is lower. In addition, Passat's fuel economy also makes consumers not very satisfied.
In response to the problems in the use of Passat, consumers have also proposed some improvement requirements, such as: should further improve the comfort of the ride, especially in terms of vibration reduction; should increase the configuration of high technology; the interior still needs improvement; High, should reduce fuel consumption; seat back is not well adjusted, need to be improved; maintenance costs are high, the maintenance level and service attitude of maintenance stations vary greatly.
Sonata
The Sonata is currently equipped with 2.0 L inline 4 and 2.7 V6 engines. The main model is the 2.0 L Sonata. In 2003, sales reached 46,727 units, while the sales volume of 2.7 L was only 5,223 units. The survey showed that consumers gave Sonata a higher rating in terms of comfort, sealing, interior quality and interior space, while Sonata, which was actively reduced in March 2004, had a higher price/performance ratio.
Although Sonata is a veritable dark horse, it still needs to be improved in the following aspects: small range of seat movement; poor steering feel; unreasonable horn button position; poor interior quality; unsatisfactory braking; engine compartment and cab The sound insulation is not good; the center console should be more fashionable; the fuel consumption is high; the quality of individual parts is poor.
Table 1 Satisfaction evaluation of high-class cars Brand paint quality Sealed shape Interior quality Interior space comfort Air conditioning performance Luggage compartment space Dynamic braking control Fuel economy Safety reliability Noise after-sales service Maintenance cost Overall CSI
Mazda √√ √ √ √ √ √ √ √ √ √ √ √ . √ √ √ √ √ √ 81.99
√√√: Very good √√: above average level 平均: average level ×: below average level × ×: relatively poor
150,000 to 200,000 yuan mid-level car satisfaction evaluation Excelle
Excelle's listing time is less than a year, but the sales volume is amazing, thanks to the comprehensive and satisfactory indicators of Excelle, which also makes the "new born calf" jump to the second position on the list. . Whether it is external quality, internal quality or safety performance, consumers' evaluation of Excelle is the highest in the same class of cars, but the fuel economy score is lower in the same class of cars.
Consumers hope that the improvement of Excelle is: the price of accessories and repairs is too high; the transmission gear gap is large, the gear is not easy to hang, especially the reverse gear; you can also add some configuration, such as automatic sunshade, car power socket and reverse Radar, etc.; the vibration of the suspension is hard; the engine noise is large, the sound of the sand splashing chassis is loud, the sound insulation is not good; the effective range of the remote control key is small;
Bora
So far, the sales volume of Bora has exceeded 150,000, and it is still rising. Consumers are highly satisfied with Bora, which is the highest ranked among Volkswagen's models produced in China, and the overall ranking also ranks among the top three, which shows consumers' high recognition of Bora. The highest rating for consumers is Braking, followed by handling, external quality, safety and power. The evaluation of internal space is low, followed by maintenance costs.
Projects that consumers hope to further improve include: increasing rear space; improving fuel economy; there is room for improvement in noise and safety performance; the quality of small places and some small accessories needs to be further improved; the brightness of headlights should be improved; Increase the display information of the dashboard; reduce maintenance costs.
Golf
Also ranked in the top is Volkswagen's other product - golf, golf as one of the world's best-selling models, although in the early days of the Chinese market encountered a certain sales resistance, but the good performance of golf is deeply penetrated by consumers After understanding, sales have also begun to increase substantially, and car owners are highly satisfied with golf. According to the survey, consumers have higher scores on handling, safety and comfort in golf, and they are also recognized for external quality and internal quality. Overall, golf scores are at the forefront of the same class.
Although golf is a very mature model, there are still areas for improvement, such as: high price of accessories and maintenance; interior is not dirty; fuel consumption is high; transmission is too sloppy; wiper lever is closer to the steering wheel, slightly If you don't pay attention, it will touch; the sound insulation needs to be strengthened; the shape can be further improved.
sunlight
Sunshine was launched in July 2003, which was enthusiastically sought after by the majority of fans, and became the focus of the car market. In 2003, sales of Sunshine cars reached 20,340 units. According to the results of this survey, the Sunshine Car has been recognized by consumers in terms of shape and paint quality, and the external body quality and noise scores are relatively high. As an intermediate car, the maintenance cost of the sun is slightly higher. In addition, the Sunshine Car still has to be improved in terms of fuel consumption, power, after-sales service, internal height and rear seat space.
Familia
In July 2002, Fumi, which was introduced by FAW Hainan Mazda, was officially launched and put on the market. The shape design of Familia is more in line with the aesthetic taste of the Orientals; consumers are more satisfied with the performance of Familia in terms of air conditioning performance, interior quality and handling. In addition, Familia scores higher in terms of braking and fuel economy. In March 2004, the 2004 Familia was also put on the market. This comprehensive upgrade has enhanced the brand value of Mazda while ensuring the price of Familia.
The survey shows that consumers hope that Familia will continue to improve in the following aspects: The most important thing is to strengthen the after-sales service construction, and to increase the maintenance network while also working hard on the service concept and level, 4S shop and customer contact, maintenance The number of personnel is small, the waiting time is long, the price of the accessories is also a bit expensive; the welding process of the door is not well handled; the chassis is low; the sound insulation effect is not good; the engine noise and tire noise are large at high speed; and the storage space is small.
Santana 2000
As a large-capacity model, Santana 2000 has been made in China. It has great advantages in terms of maintenance cost, convenience and price of accessories. These aspects have been unanimously recognized by consumers, Santana 2000 The maintenance cost is higher in the same grade and has an advantage in the internal space. Another important reason for the large sales volume of Santana 2000 is that it can be used both as a private car and as a public business vehicle.
Consumers still hope that Santana 2000 will be further improved in terms of form, interior, braking performance, handling, comfort, clutch travel, sealing, fuel economy, seat adjustment convenience, air conditioning noise, lateral support and Engine soundproofing, etc. In March 2004, the listing of the Santana 3000 surpasser of the Santana 2000 replacement model eliminated the problems of Santana 2000 in many respects, and its sales momentum is currently good.
Table 2 150,000 ~ 200,000 yuan mid-size car satisfaction evaluation brand paint quality seal shape appearance interior quality interior space comfort air conditioning performance luggage compartment space dynamic braking control fuel economy safety reliability noise after-sales service maintenance costs Overall CSI
77 77 77 77 77 77 77 77 77 77 77 77 77 77 77 77.84
76 79 √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 76.79
√ √ √ √ √ √ √ √ √ √ √ √ √ √ √ . √ √ √ √ √ √ 76.19
Santana 2000 √ × × √ √√ √ × √ √ × √ √ × √ √ √ 71.03
√√√: Very good √√: above average level 平均: average level ×: below average level × ×: relatively poor
100,000 to 150,000 yuan mid-size car satisfaction evaluation Polo
Polo is a compact car that Shanghai Volkswagen launched in April 2002, which is synchronized with the world. Polo has won the highest score in the same grade, and the main indicators have been recognized by consumers. Among them, consumers have higher evaluations of external quality and interiors, and consumers especially like their stylish appearance. Polo's level of after-sales service is also satisfying to consumers. However, consumers do not score high on their maintenance costs.
Consumers hope that Polo's improvement includes: high price of accessories and maintenance; internal configuration can be more perfect, all models should be equipped with electric windows, central locking and CD; the speaker is inconvenient in use; The luggage compartment should have lighting; the interior space needs to be increased; the fuel consumption is relatively large, and the engine requires high fuel quality.
Vios
Vios was launched on October 9, 2002. In 2003, it sold more than 50,000 units and was loved by consumers. The main highlight of Vios is its appearance. The external quality and internal quality are also good. Consumers have a relatively high score for the braking and safety reliability of Vios. Toyota's claimed GOA body and active safety devices are satisfactory to consumers. Post-service scores are also relatively high, but maintenance costs are less satisfactory.
The most reflected by consumers is the price of Vios, which requires price reduction. Although Vios announced a price cut in March 2004, it was only for high-end models with few sales, which is actually equivalent to no price cuts. Other areas that need improvement include: Consumers request Vios to increase configuration, change single airbags into double airbags; improve the quality of glass seals for windows; reduce the price of accessories, improve after-sales service; tire noise should be improved, tires should be improved; Cooling effect; the rear view mirror has a bad view; the assembly quality should be improved.
Siena
Like Palio, Siena has a stylish appearance but a small sales volume. The market has been sold for more than 30,000 vehicles in more than two years. Consumers have a high opinion of Siena's paint quality, sealing, interior space and luggage compartment space. Siena has not found any major quality problems. In addition, consumers' satisfaction with their level of after-sales service is also acceptable. However, consumers believe that Siena's maintenance costs are high, and the number of repair stations is not much. Other areas that need improvement include: rough interior plastic parts; seat comfort needs to be improved, driver and co-pilot seats are higher, and height is not adjustable; wheel cover protrudes too much, easy to break; A-pillar is slightly thicker The field of view is not good; the engine and the transmission have poor coordination with the low gear; the fuel consumption is large; the configuration should be increased.
Elysee
Elysee was launched in June 2002 and sold nearly 50,000 units in 2003. Shenlong Automobile has perfect sales and service outlets throughout the country and reliable service quality, which is one of the important reasons for the sales of Elysee. The survey results show that consumers have relatively high evaluation of Elysee's external quality and air conditioning performance. From the perspective of individual indicators, the airworthiness and braking scores are higher, and the internal space is larger in the same grade, but the satisfaction in noise control is relatively low.
At the same time, consumers also proposed the following improvements: the interior decoration is rough, not beautiful, the interior color matching should be more abundant; the position of the horn button is best changed on the steering wheel; the backrest angle is not suitable; the wiper quality is poor, the brush is not clean The rear seats can not be folded down; the driver's seat should be increased in upper and lower adjustment and memory functions, the seat comfort is poor; the engine compartment sound insulation is not good; the shift lever is slightly sturdy.
Sail S-RV
Launched in 2002, the Sail S-RV is a recreational vehicle with a typical family flavor. In 2002, the sales volume of Sailor S-RV reached 28,990 units, and in 2003 it was 20,868 units. The survey showed that the external quality of the Sail S-RV sedan was recognized by consumers. In addition to the large luggage compartment space, the relatively high scores are comfort, safety and power. Compared with cars of the same class, its fuel economy and maintenance costs are not competitive.
Consumers believe that they should be improved in terms of interior, interior and comfort. In addition, the problems include: less storage space in the car; high fuel consumption; poor sealing; uneven seams of the body, the sheet metal process needs to be improved; when there is rainy road, there is too much sediment inside the four doors; The fuel tank opening switch in the car should be increased.
Jetta
Jetta's sales in 2004 exceeded 140,000 units and continued to maintain rapid growth, which is inseparable from the stable quality of Jetta. The relatively high evaluation of Jetta by consumers is air conditioning performance, power and braking. Jetta's after-sales service is perfect, the price of accessories is low, and consumers have also given a good score in these areas. However, Jetta's style is old and the interior is not fashionable. The scores in these areas are not high.
Areas where consumers specifically want to improve include: form and interior, sealing, noise, lacquer brightness, internal storage space, safety and comfort. In addition, the defrosting in the northern region is not good; the wiper should be improved; the rear drum brake should be changed to disc brake. For these requirements, the new Jetta, which was just launched in March 2004, has been improved in many ways.
Ling Shuai
At the end of March 2003, the Southeast Lingshuai sedan was officially launched, and the sales volume reached 33,557 vehicles that year. The survey shows that consumers are satisfied with the external quality and performance of Lingshuai, and the shape, luggage compartment space and power have relatively high scores. However, consumers score lower on their safety, interior quality, after-sales service and maintenance costs in the same class. The areas that are expected to be improved include: poor interior manufacturing process and quality; brake system wear is generally abnormal; vibration damping system is not ideal; engine noise reduction and sound insulation are not good; rear seats are not comfortable; need to increase safety .
Poussin
In the past 15 years, Poussin's possession has maintained rapid growth, becoming the largest car brand in China and one of the most famous car brands in China. However, in the next few years, the increase in the number of Poussin cars will be significantly slowed down. On the one hand, the Poussin sedan has entered a mature stage, and the market sales have begun to shrink; on the other hand, some models have begun to be scrapped. Consumers' current evaluation of Poussin cars is more "moderate", and the satisfaction level of various indicators has shown a tepid situation, but compared with the same level models, consumers in the interior space, luggage compartment space and power The scores of sex and other aspects are not low, especially in the after-sales service, the score is relatively high, which is closely related to the perfect after-sales service network of Poussin.
Consumers hope that Poussin can continue to improve in terms of safety, appearance, comfort, interior, fuel consumption, sealing, steering and clutching, vibration damping systems, air conditioning refrigeration, emergency braking, sound systems and noise.
Table 3 10-15 million middle and high-class car satisfaction evaluation brand paint quality seal shape appearance interior quality interior space comfort air conditioning performance luggage compartment space dynamic braking control fuel economy safety reliability noise after-sales service maintenance costs Overall CSI
76 44 √ √ √ √ √ √ √ √ √ √ . . . . . . . 76.44
Jetta × × × × × × × √√ √√ √√ √ √ √ √ × √ √ 70.55
Poussin × × ×× ×× √ × × √ √ × × × × × √ √ 66.32
√√√: Very good √√: above average level 平均: average level ×: below average level × ×: relatively poor
r>威姿
On December 25, 2002, Tianjin FAW's Vizi was officially launched. As the new main product of Tianjin FAW in 2003, Weizi is considered to be a perfect crystallization of products and market after the alliance of Tianqi, FAW and Toyota. Among the many indicators, consumers have higher evaluation of their shape, internal space, braking, safety, noise and handling, followed by external quality, and are also satisfied with fuel economy and maintenance costs.
Consumers hope that the improvement of the Vizi is: the chassis noise is relatively large; the luggage compartment space is too narrow; the sound system, paint quality, after-sales service, rear suspension system, sound insulation system and interior.
Xiali 2000
The characteristics of Xiali 2000 have always been very clear, low fuel consumption, environmental protection, safety and comfort. According to the survey, consumers generally recognize the indicators of Xiali 2000, and some of them score as much as mid-level cars. The higher scores for consumers are internal space, braking, fuel economy and maintenance costs, and there is no obvious weakness for Xiali 2000. Japanese cars can often be placed in the front position in the satisfaction survey in Europe. A similar situation has appeared in our survey, which shows the characteristics of Japanese car buyers.
However, areas for improvement are also obvious, such as: power, chassis insulation, sealing, interior, high speed stability, after-sales service and form factor. Now that the Xiali 2000 is no longer in production, it is replaced by the new model Wilo. The Viller's 5A engine will make up for the shortcomings of the Xiali 2000 engine in many aspects, and also has great improvements in appearance and interior.
Carnival
In March 2003, the listing of Changan Ford Fiesta added another fire to the domestic compact car market. The survey shows that consumers generally score higher on the performance of the carnival, especially the power, braking and handling. In addition, consumers have given higher ratings to the safety of the carnival.
Consumers hope that the carnival will be further improved: the hood gap is too large; the interior plastic feels too strong, the workmanship is not fine enough; the headlights are not bright enough; the steering wheel is not adjustable; the rearview mirror has a blind zone; the vibration is harder; the luggage compartment is slightly High; poor fuel economy; poor sealing performance; high-speed noise is too large; power window buttons are remote and inconvenient.
Maxima
Maxima was launched in December 2002. In 2003, the sales volume was almost 50,000. In 2004, the new Maxima accelerated the pace of sales with a higher price/performance ratio and redefine the “black horse” standard in the range. The survey shows that Maxima's power, handling and shape have been recognized by consumers. Among them, Maxima's external quality score is relatively high, followed by performance, while internal quality, after-sales service and other aspects of the score. In contrast, internal space, noise, and maintenance costs are not high.
Where consumers want to improve, the noise is high when the engine is running at high speed, and noise reduction measures should be strengthened; the paint is soft and the storage space is small; the interior needs to be improved; the front head space is enlarged; the sealing is poor; The number of maintenance outlets and the hardware and software level of the 4S shop; the sheet metal process should be strengthened; the transmission is slightly slim.
race
Hafei Racing is a high-quality multi-purpose sedan jointly developed by Hafei Group and Mitsubishi Corporation of Japan. The survey results show that consumers have given a high evaluation of the internal quality of the horse racing car, especially the internal space, the consumer scores higher. At the same time, the external quality of the horse has also been relatively high. In terms of performance, consumers also affirmed their safety and handling.
The new models have some areas to be improved when they first went on the market. The same is true for horse racing: the most reflected by consumers is the quality of the interior; other aspects include poor damping system; poor sound insulation; need to strengthen after-sales Service construction; poor assembly quality.
Palio
Palio has been officially launched at the end of January 2002. The annual sales volume is not large, and it has remained at the level of more than 10,000 vehicles. According to the survey, most consumers think that Palio is a fashionable car with a higher score in terms of appearance; secondly, it has a relatively high score in terms of handling and safety. However, Palio scored relatively low on maintenance and repair costs.
The survey shows that consumers hope that Palio will improve on the following aspects: assembly process and accessory quality, interior materials and processes; engine noise; after-sales service; luggage compartment should be increased a little; fuel consumption; clutch, brake和油門三個踏板距離太近；養護費用較高。
賽歐
率先打出10萬元家轎概念的賽歐銷量一直不錯，經過幾次降價後，更顯示了很高的性價比。賽歐的漆面質量、空調性能和安全性的得分較高，而售後服務水平是同檔次車型中最高的，上海通用的4S店不但數量眾多，而且服務標準與君威和凱越相看齊。賽歐是一款小車，車內的空間有限，此次調查也證實了這一點，消費者對其內部空間的打分較低。另外，評價較低的方面還體現在燃油經濟性和養護費用上。
但消費者對賽歐的要求也在不斷提升，如：儲物空間太少；乘坐的空間較小；油耗大；底盤重；高速行駛時胎噪大；密封性需改進；內飾做工粗糙；剎車偏軟。
富康
富康在中國市場已經歷了10多年的發展，擁有很大的保有量，在消費者中享有很高的聲譽和信賴度。此次調查顯示，消費者對富康在內部質量和操控性方面的打分較高。此外，消費者對富康的售後服務水平比較滿意，富康的養護費用相對較低。但是，富康的噪聲較大，配置低。
需要改進的地方包括：密封性、高速時發動機噪聲大；動力需要進一步提升；制動性能差；漆面及內飾；一些小的部件如溫度感測器等的質量應加強；安全性能需要提高；內飾樣式老；需增加ABS、中控鎖和電動車窗等配置。2004年1月，2004款富康正式投放市場，在調低價格的同時也進行了外觀和內飾方面的小改動。
羚羊
2003年，羚羊轎車的銷量達到了38 716輛。此次調查顯示，消費者對羚羊的評價在同級別的轎車中不高，只有燃油經濟性得到了消費者的一致認可，羚羊的維修保養費用也不高，這些都是消費者鍾愛羚羊的地方。但消費者仍希望羚羊的外形能有所改變，內部空間能夠進一步擴展。羚羊的整車密封性較差，高速時噪聲大；售後服務人員的服務態度和水平有待提高；羚羊應更注重安全性，最好加裝后座安全帶；整車自重輕，略顯單薄。
風雲
奇瑞風雲在上市之初被稱為“黑馬”，以較高的性價比在上市當年銷量就超過了5萬輛，現在同檔次車型都已經將價格降了下來，風雲的優勢已不再明顯，2003年風雲的銷量有小幅下降。調查顯示，風雲也存在著一定的質量問題，這是它的滿意度較低的最主要原因。從單項打分來看，奇瑞的行李廂空間、漆面質量和外形的得分較高。然而，與同級別的轎車相比，風雲在諸多方面的得分較低，如噪聲、密封性、內部質量、燃油經濟性和售後服務。同時，消費者希望風雲改進的地方包括：內飾粗糙，做工不精細；掛倒擋不靈活；發動機噪聲大；油漆質量差；還需要增加配置並完善售後服務。2004年3月上市的風雲四代在發動機方面進行了較大的改進，主要改進包括進、排氣系統、燃燒室形狀、進氣歧管長度、活塞等方面。從此次調查來看，消費者發現的風雲的不足正是廠家在改進過程中所意識到的。
表4 消費者對經濟型轎車的滿意度評價品牌漆面質量密封性外形內飾質量內部空間舒適性空調性能行李廂空間動力性制動性操控性燃油經濟性安全可靠性噪聲售後服務養護費用總體CSI
威姿√ √ √√ √ √√ √ √ √ √ √√ √√ √√ √√ √√ √ √ 75.97
夏利2000 √ √ √ √ √√ √ √ √ √ √ √ √√ √ √ √ √√ 74.93
嘉年華√ √ × × × √ √ √ √√ √√ √√ √ √√ √ √ × 73.30
千里馬√ √ √ √ × √ √ √ √√ √ √ √ √ × √ √ 73.04
賽馬√ √ √ √ √√√ √ √ √√ × √ √ √ √ √ × √ 72.99
派力奧√ √ √√ √ × √ √ × √ √ √ √ √ √ √ √ 71.78
賽歐√√ √ √ √ × √ √√ √ √ √ √ × √ √ √ √ 71.65
富康× × × × √ √ √ √ × × √ √ √ × √ √ 69.00
羚羊× × × × × × √ √ √ × √ √√√ √ √ × √√ 68.91
風雲√ × √ × √ × √ √√ × × × ×× √ ×× × × 66.16
√√√：很好√√：平均水平以上√：平均水平×：平均水平以下××：相對較差
6萬元以下微型轎車滿意度評價奇瑞QQ
2003年5月31日，奇瑞QQ正式上市。QQ外觀個性十足，內飾精巧時尚，得到了所有消費者的一致認可，一上市便受到了消費者的搶購，甚至出現了加價的現象。此次調查結果顯示，消費者對奇瑞QQ的外形給予了充分的肯定，對外形的打分是最高的。此外，QQ的養護費用和漆面質量也為消費者所認可，這兩項的得分與中級轎車相比並不遜色。但是，消費者對個別部件的質量以及各種性能的滿意度較低。
消費者在使用的過程中，也對QQ提出了更高的要求，如：擋位發澀，手感不太舒服；所有車型都應帶助力轉向，方向盤太沉；底盤低；內飾質量差，部分零件比較粗糙；制動系統需要改進；售後服務不完善；整車的密封性差，噪聲大；個別部件存在質量問題。
福萊爾
對微型轎車來說，消費者對各項指標的評價基本上都比較接近，福萊爾也一樣。這與消費群體的特徵密切相關。福萊爾轎車作為一款在市場上較受歡迎的微型轎車，消費者對其養護費用的打分最高。這一方面說明了福萊爾轎車本身的經濟性，同時也表明了消費者對降低轎車養護費用的迫切性。調查顯示，燃油經濟性和在同級別轎車中相對較大的內部空間是福萊爾轎車主要的競爭優勢。消費者在如下方面對福萊爾轎車有更高的希望：動力性、操控性、舒適性、密封性、內飾、空調性能；增加轉向助力；需改進散熱格柵；車內線束裸露；前後風擋除霧不好；發動機艙隔音效果差。
豪情
吉利美日和吉利豪情所採用的很多配件都是一樣的，裝配工藝也一樣，消費者對它們的評分也相差不多，因此我們將它們歸為一類。豪情的總體排名靠後，但由於售價較低，外形新穎，因此銷量還是不錯的，尤其在2004年前幾個月，吉利系列車型的銷量都保持在1萬輛左右。此次調查結果顯示，豪情在售後服務方面存在一定的問題，消費者的滿意程度較低；零配件的價格較高；鈑金質量和內飾質量都需要提高；密封性差；噪聲大；制動性能不好；離合器過重。
長安奧拓
長安奧拓作為一款上市時間較長的微型轎車，由於車型較老，因此在眾多方面的得分普遍較低。但消費者在購買微型車時更看重的是價格、維修保養的方便性和費用情況，這些因素使奧拓的銷量一直不錯，在微型轎車中，奧拓在質量方面擁有較高的聲譽。奧拓的車主較多，絕大多數車主都指出了奧拓存在的問題，這些方面主要包括：安全性、空調、內飾和裝配質量。另外，奧拓的動力性差；發動機艙的密封性不好，應減少傳進駕駛室的發動機噪聲；應增加儲物空間；奧拓的減振也有些偏軟。
Xiali
提起夏利恐怕沒有人不知道，夏利是中國汽車市場上歷史最悠久、保有量最大的車型之一，在計程車市場上曾占有很大一部分市場份額，這幾年夏利作為計程車的市場份額在不斷萎縮，同時也受到了新車型的猛烈衝擊，夏利在2000年銷量達到9萬輛以後的連續兩年內都沒有突破這個數，2003年新車型紳雅和駿雅的推出使它的銷量又恢復了穩定水平。夏利在售後服務、養車費用等方面都有較高的滿意度，但與同級別的微型轎車相比，夏利的外部質量和內部質量都比較低，在性能方面的評價也屬於較低水平。
夏利轎車作為一款老車型，需要改進的地方較多，每一位車主都提出了要求，主要有：外形較老，缺少時尚感；密封性不好；內飾質量較差，舒適性不高；動力不足；噪聲大，發動機在怠速或低速運轉時振動較大；空調效果不好；配置較低，應增加電動車窗和中控門鎖。
表5 微型轎車的滿意度評價品牌漆面質量密封性外形內飾質量內部空間舒適性空調性能行李廂空間動力性制動性操控性燃油經濟性安全可靠性噪聲售後服務養護費用總體CSI
奇瑞QQ √ √ √√ √ √ √ × √ × × × √ × √ √ √√ 69.45
福萊爾× × × × √√ × × √ × × × √√ × × √ √√√ 68.39
豪情× × × × × × × × × × × × × × × √ 63.66
奧拓× ×× ×× × ×× ×× ×× ×× ×× ×× × √√ ×× × × √√√ 62.43
夏利×× ×× ×× ×× × ×× ×× × × ×× ×× √√ ×× × × √√ 62.39
√√√：很好√√：平均水平以上√：平均水平×：平均水平以下××：相對較差
The survey has two important meanings: one is to guide consumers' consumption behavior; the other is to let manufacturers recognize the problems in the use of vehicles, and urge manufacturers to improve in time to better serve consumers.
Consumer Satisfaction Index Consumer satisfaction is a level of consumer perception. The deeper meaning is how well the performance of the products provided by the company matches the expectations and requirements of the consumers. The Consumer Satisfaction Index is an indicator of consumer satisfaction and is expressed as a percentage. For this survey, the Consumer Satisfaction Index is used to indicate the overall satisfaction of the owner of a car brand's quality, performance, shape, interior, after-sales service and car maintenance costs.
Description of the survey The survey was initiated in February 2004 and officially completed in early May. The company provided technical support from Chuangxian International Consulting. The survey is mainly based on the questionnaire sent by the journal, and the interview and the Internet are supplementary ways. A total of 3,973 feedback questionnaires were received in the survey, of which 2,567 were valid questionnaires. The 2,567 valid questionnaires cover 65 domestic car brands and cover 31 provinces, municipalities and autonomous regions across the country.
In order to make the survey truly and objectively reflect the satisfaction of consumers, we further processed 2 567 valid questionnaires during the analysis. Among them, the number of valid questionnaires was less than 30; the sample of respondents with less than 12 months of driving was excluded, and the number of valid questionnaires that entered the analysis was 2,247, involving 34 domestic cars. Brand.
Focusing on the theme of satisfaction, we focus on the five aspects of the car's external quality, internal quality, performance, after-sales service and maintenance costs. The content included in each aspect is:
▲ External quality External quality includes the paint quality, sealing and appearance of the body.
▲ Internal quality Internal quality includes interior quality, interior space, comfort, air conditioning performance and luggage compartment space.
▲ Performance Car performance includes power, braking, handling, fuel economy, safety and noise.
▲ After-sales service refers to the number of maintenance outlets, the facilities and level of the repair station, the service quality of the maintenance personnel and the supply of spare parts.
▲ Maintenance costs Maintenance costs mainly refer to expenses such as auto insurance, oil money, parking fees, daily maintenance and repairs.
After subdividing, we attributed the survey to 16 small questions. The satisfaction level for each small problem is divided into five levels: very satisfied, satisfied, average, dissatisfied and very dissatisfied. In the process of data processing, we refer to the experience of foreign authoritative survey institutions, and at the same time, combined with the actual situation in the country, we redistribute the weight of each technical indicator to better conform to domestic consumption habits and concepts.
The survey results show that the consumer satisfaction index of high-end cars and new models is relatively high, while the CSI index of some low-end models and old models is significantly lower. This is because the new models usually have a stylish shape and interior design, which meets the aesthetic concept of today's consumers, while the new models adopt new technology and improved configuration, thus further improving the performance of the whole vehicle. In addition, the new car is designed with more humanized design, from instrument panel to various interior changes, from the increase of storage space to the improvement of comfort, from the adoption of various electric devices to ergonomics. The design, all of which reflect the unique charm of the new model, and thus get a higher satisfaction score for consumers. Every year, a large number of new models are listed in foreign countries. At the same time, some old models have been eliminated from the market. This is also in line with the development and changes of commodities. However, due to insufficient competition in the domestic market, new and old models are mixed, and the phenomenon of several generations is common. Existence, the elimination of old models is still less, which is different from the developed markets abroad. From the survey, we can also see that the satisfaction of domestic consumers is lower than that of foreign countries. The satisfaction index between the top-ranked models and the lower-ranking models is quite different. Among the top 10 models, there are 2 Mazda companies from Japan, 1 Honda and 1 Nissan; 4 models from Volkswagen in Germany; the other 2 models are from GM, and no national brand enters. To the top 10. Obviously, the national brand can not establish the reputation of the product and become the mainstream product with vitality only by the price advantage. Below we will explain the models of this survey into the following grades, so that consumers can get the customer satisfaction situation between the same grades.
From the “very satisfied” to “very dissatisfied” five levels mentioned above, we got the scores of 34 models on each evaluation index, and then we carried out scientific and statistical calculations. These scores were converted into √ and ×, which are used to evaluate consumer satisfaction with various indicators in terms of the degree to which each model deviates from the average. Readers are accustomed to comparing between models of the same grade. If you look at the √ and × in this table from this point of view, then it is wrong. The three A A models do not mean much better performance than the two B B models or how much space or maintenance costs are less, but on behalf of the owner is more satisfied with A than B, do not stand Looking at these models from the same person's point of view, because the expectations and requirements of different owners are different, their satisfaction with different models will be very different. For manufacturers, the lower the satisfaction of the model, the greater the difference between the requirements and hopes of the model. The more room for improvement, the satisfaction survey is also of great significance for manufacturers in the development of research products? In summary, in addition to the above listed models, there are many new models on the market. Due to the short time to market, we can't fully get information on the performance, maintenance costs, advantages and disadvantages of these vehicles. We will be in the next investigation in these models. Plus, stay tuned. From the table, we can also see that for China's current auto market, the relationship between satisfaction and sales is not obvious, and even the sales of models with low satisfaction are large. There are several reasons for this:
First, consumers should consider the price factor when they actually purchase a car, and the focus is different. Some consumers require power and handling. Some consumers demand shape and economy. Some consumers may ask for after-sales service. And car maintenance costs, consumers may buy one car because of one or several of them.
Second, although the new models are more responsive to the tastes of consumers in terms of form, interior and configuration, they have achieved higher satisfaction, but the current sales volume on the market is still some old models. The old models have great advantages in after-sales service, car maintenance costs and even quality stability. The regional differences in China are very large. The sales and service outlets of new models in small and medium-sized cities are still not perfect, and they cannot be compared with the old models in the short term. competition. However, with the development of various aspects, new models with higher satisfaction must exceed the old models with lower satisfaction.
In addition, since we are conducting such a large-scale consumer satisfaction survey for domestic cars for the first time, it is inevitable that there will be deficiencies, and readers are requested to give us feedback in a timely manner.
Car shopping guide magazine
More than 200,000 yuan of high-class car satisfaction evaluation Mazda 6 winners
Since its launch in Japan in February 2002, Mazda6 has won numerous awards worldwide and has been recognized by consumers around the world. After only a year or so, Mazda, which attaches great importance to the Chinese market, has put into production this world-synchronized model in China. Mazda 6 ranked first in this survey with near-perfect performance, and consumers gave high marks to Mazda6's indicators. The production and sales volume of Mazda6 in 2003 reached 24,466 and 24,248 respectively. In 2004, it accelerated the pace of advancement, and sales are expected to double again, reaching 50,000 units. Mazda has achieved such market performance in just over a year, and is closely related to its excellent power and handling performance, dynamic shape, fine manufacturing process and high safety performance.
No matter how good the car is, there are some shortcomings. The consumers still put forward some suggestions for improvement on Mazda6: the most common problem reflected by the owner is that the sound insulation effect of the engine compartment is somewhat poor. The engine noise is large when the acceleration is urgent, and the noise reduction level needs to be improved; The owner of the maintenance also has higher requirements, and the owner hopes to strengthen the construction of after-sales service and the supply of spare parts. With the Mazda 6 more cost-effective 2.3 L technology and 2.0 L joining in 2004, Mazda 6 will continue to write its miracle.
Accord
In 2003, the suspension of the old Accord and the new installation of the new Accord made China’s auto industry seem to be in the era of “planning economy”. Consumers bought cars and queued up, and the enthusiasm for the increase in fare increases the Accord’s fever. The enthusiasm fundamentally determines that the Accord's satisfaction index is at the forefront of the same grade. The new Accord has comprehensively improved the engine and transmission, suspension system, braking system, rigidity, noise reduction and vibration damping performance of the car body, which greatly improves the performance of the whole vehicle. In addition, the look and interior of the new Accord is also more refined. From the survey results, consumers score higher on these aspects of the new Accord.
The Accord's scoring of maintenance costs is not high, but the car owner's most talked about the Accord is its fare increase, which also reduces people's goodwill towards the Accord. In addition, consumers also hope that the Accord will improve on the following aspects: the owner feels that the chassis is light when running the highway, the body is a little floating; the durability and effect of the sound system need to be strengthened; the storage space is insufficient, the utilization is not very good; maintenance Maintenance costs are slightly higher; it is best to add a DVD LCD screen and a parking sensor.
Regal
The satisfaction index followed the Accord is the same as the high-end car of Regal, this pair of "life and death" has been a tit-for-tat competition, they have launched a new redesigned models, successive price cuts, successively launched 2.0 L and 3.0 L models In sales, they are also closely related. At the same time, the fierce competition between them has also improved the overall cost performance of mid-to-high-end cars and promoted the rapid development of the mid-to-high-end sedan market. In terms of satisfaction scores, consumers also think that they are comparable. In the end, the Accord ranked in front of Regal with a very weak advantage. The survey shows that Regal's atmosphere and noble, humanized interior, spacious space and ride comfort are recognized by consumers. However, Regal scored relatively low on fuel economy and maintenance costs.
Where consumers need Regal to improve: power and acceleration need to be improved; instrument panel is easy to break, interior selection needs to be improved, workmanship should be refined; air filter replacement is inconvenient; debris box is small; driver head space Slightly small, the foot design is unreasonable; the headlights are not bright enough; the rear seat air conditioners are best controlled independently.
Passat
From the survey results, Passat has been widely recognized by consumers in terms of external quality, internal quality, interior space, comfort, handling and braking. As the most sold mid-to-high-end sedan, Passat has maintained rapid development for several years. In 2003, the sales volume exceeded 120,000. The higher satisfaction of consumers is the fundamental guarantee for the large sales volume of Passat. As a mid- to high-class car, its maintenance costs are relatively high, so the score in this area is lower. In addition, Passat's fuel economy also makes consumers not very satisfied.
In response to the problems in the use of Passat, consumers have also proposed some improvement requirements, such as: should further improve the comfort of the ride, especially in terms of vibration reduction; should increase the configuration of high technology; the interior still needs improvement; High, should reduce fuel consumption; seat back is not well adjusted, need to be improved; maintenance costs are high, the maintenance level and service attitude of maintenance stations vary greatly.
Sonata
The Sonata is currently equipped with 2.0 L inline 4 and 2.7 V6 engines. The main model is the 2.0 L Sonata. In 2003, sales reached 46,727 units, while the sales volume of 2.7 L was only 5,223 units. The survey showed that consumers gave Sonata a higher rating in terms of comfort, sealing, interior quality and interior space, while Sonata, which was actively reduced in March 2004, had a higher price/performance ratio.
Although Sonata is a veritable dark horse, it still needs to be improved in the following aspects: small range of seat movement; poor steering feel; unreasonable horn button position; poor interior quality; unsatisfactory braking; engine compartment and cab The sound insulation is not good; the center console should be more fashionable; the fuel consumption is high; the quality of individual parts is poor.
Table 1 Satisfaction evaluation of high-class cars Brand paint quality Sealed shape Interior quality Interior space comfort Air conditioning performance Luggage compartment space Dynamic braking control Fuel economy Safety reliability Noise after-sales service Maintenance cost Overall CSI
Mazda √√ √ √ √ √ √ √ √ √ √ √ √ . √ √ √ √ √ √ 81.99
√√√: Very good √√: above average level 平均: average level ×: below average level × ×: relatively poor
150,000 to 200,000 yuan mid-level car satisfaction evaluation Excelle
Excelle's listing time is less than a year, but the sales volume is amazing, thanks to the comprehensive and satisfactory indicators of Excelle, which also makes the "new born calf" jump to the second position on the list. . Whether it is external quality, internal quality or safety performance, consumers' evaluation of Excelle is the highest in the same class of cars, but the fuel economy score is lower in the same class of cars.
Consumers hope that the improvement of Excelle is: the price of accessories and repairs is too high; the transmission gear gap is large, the gear is not easy to hang, especially the reverse gear; you can also add some configuration, such as automatic sunshade, car power socket and reverse Radar, etc.; the vibration of the suspension is hard; the engine noise is large, the sound of the sand splashing chassis is loud, the sound insulation is not good; the effective range of the remote control key is small;
Bora
So far, the sales volume of Bora has exceeded 150,000, and it is still rising. Consumers are highly satisfied with Bora, which is the highest ranked among Volkswagen's models produced in China, and the overall ranking also ranks among the top three, which shows consumers' high recognition of Bora. The highest rating for consumers is Braking, followed by handling, external quality, safety and power. The evaluation of internal space is low, followed by maintenance costs.
Projects that consumers hope to further improve include: increasing rear space; improving fuel economy; there is room for improvement in noise and safety performance; the quality of small places and some small accessories needs to be further improved; the brightness of headlights should be improved; Increase the display information of the dashboard; reduce maintenance costs.
Golf
Also ranked in the top is Volkswagen's other product - golf, golf as one of the world's best-selling models, although in the early days of the Chinese market encountered a certain sales resistance, but the good performance of golf is deeply penetrated by consumers After understanding, sales have also begun to increase substantially, and car owners are highly satisfied with golf. According to the survey, consumers have higher scores on handling, safety and comfort in golf, and they are also recognized for external quality and internal quality. Overall, golf scores are at the forefront of the same class.
Although golf is a very mature model, there are still areas for improvement, such as: high price of accessories and maintenance; interior is not dirty; fuel consumption is high; transmission is too sloppy; wiper lever is closer to the steering wheel, slightly If you don't pay attention, it will touch; the sound insulation needs to be strengthened; the shape can be further improved.
sunlight
Sunshine was launched in July 2003, which was enthusiastically sought after by the majority of fans, and became the focus of the car market. In 2003, sales of Sunshine cars reached 20,340 units. According to the results of this survey, the Sunshine Car has been recognized by consumers in terms of shape and paint quality, and the external body quality and noise scores are relatively high. As an intermediate car, the maintenance cost of the sun is slightly higher. In addition, the Sunshine Car still has to be improved in terms of fuel consumption, power, after-sales service, internal height and rear seat space.
Familia
In July 2002, Fumi, which was introduced by FAW Hainan Mazda, was officially launched and put on the market. The shape design of Familia is more in line with the aesthetic taste of the Orientals; consumers are more satisfied with the performance of Familia in terms of air conditioning performance, interior quality and handling. In addition, Familia scores higher in terms of braking and fuel economy. In March 2004, the 2004 Familia was also put on the market. This comprehensive upgrade has enhanced the brand value of Mazda while ensuring the price of Familia.
The survey shows that consumers hope that Familia will continue to improve in the following aspects: The most important thing is to strengthen the after-sales service construction, and to increase the maintenance network while also working hard on the service concept and level, 4S shop and customer contact, maintenance The number of personnel is small, the waiting time is long, the price of the accessories is also a bit expensive; the welding process of the door is not well handled; the chassis is low; the sound insulation effect is not good; the engine noise and tire noise are large at high speed; and the storage space is small.
Santana 2000
As a large-capacity model, Santana 2000 has been made in China. It has great advantages in terms of maintenance cost, convenience and price of accessories. These aspects have been unanimously recognized by consumers, Santana 2000 The maintenance cost is higher in the same grade and has an advantage in the internal space. Another important reason for the large sales volume of Santana 2000 is that it can be used both as a private car and as a public business vehicle.
Consumers still hope that Santana 2000 will be further improved in terms of form, interior, braking performance, handling, comfort, clutch travel, sealing, fuel economy, seat adjustment convenience, air conditioning noise, lateral support and Engine soundproofing, etc. In March 2004, the listing of the Santana 3000 surpasser of the Santana 2000 replacement model eliminated the problems of Santana 2000 in many respects, and its sales momentum is currently good.
Table 2 150,000 ~ 200,000 yuan mid-size car satisfaction evaluation brand paint quality seal shape appearance interior quality interior space comfort air conditioning performance luggage compartment space dynamic braking control fuel economy safety reliability noise after-sales service maintenance costs Overall CSI
77 77 77 77 77 77 77 77 77 77 77 77 77 77 77 77.84
76 79 √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 76.79
√ √ √ √ √ √ √ √ √ √ √ √ √ √ √ . √ √ √ √ √ √ 76.19
Santana 2000 √ × × √ √√ √ × √ √ × √ √ × √ √ √ 71.03
√√√: Very good √√: above average level 平均: average level ×: below average level × ×: relatively poor
100,000 to 150,000 yuan mid-size car satisfaction evaluation Polo
Polo is a compact car that Shanghai Volkswagen launched in April 2002, which is synchronized with the world. Polo has won the highest score in the same grade, and the main indicators have been recognized by consumers. Among them, consumers have higher evaluations of external quality and interiors, and consumers especially like their stylish appearance. Polo's level of after-sales service is also satisfying to consumers. However, consumers do not score high on their maintenance costs.
Consumers hope that Polo's improvement includes: high price of accessories and maintenance; internal configuration can be more perfect, all models should be equipped with electric windows, central locking and CD; the speaker is inconvenient in use; The luggage compartment should have lighting; the interior space needs to be increased; the fuel consumption is relatively large, and the engine requires high fuel quality.
Vios
Vios was launched on October 9, 2002. In 2003, it sold more than 50,000 units and was loved by consumers. The main highlight of Vios is its appearance. The external quality and internal quality are also good. Consumers have a relatively high score for the braking and safety reliability of Vios. Toyota's claimed GOA body and active safety devices are satisfactory to consumers. Post-service scores are also relatively high, but maintenance costs are less satisfactory.
The most reflected by consumers is the price of Vios, which requires price reduction. Although Vios announced a price cut in March 2004, it was only for high-end models with few sales, which is actually equivalent to no price cuts. Other areas that need improvement include: Consumers request Vios to increase configuration, change single airbags into double airbags; improve the quality of glass seals for windows; reduce the price of accessories, improve after-sales service; tire noise should be improved, tires should be improved; Cooling effect; the rear view mirror has a bad view; the assembly quality should be improved.
Siena
Like Palio, Siena has a stylish appearance but a small sales volume. The market has been sold for more than 30,000 vehicles in more than two years. Consumers have a high opinion of Siena's paint quality, sealing, interior space and luggage compartment space. Siena has not found any major quality problems. In addition, consumers' satisfaction with their level of after-sales service is also acceptable. However, consumers believe that Siena's maintenance costs are high, and the number of repair stations is not much. Other areas that need improvement include: rough interior plastic parts; seat comfort needs to be improved, driver and co-pilot seats are higher, and height is not adjustable; wheel cover protrudes too much, easy to break; A-pillar is slightly thicker The field of view is not good; the engine and the transmission have poor coordination with the low gear; the fuel consumption is large; the configuration should be increased.
Elysee
Elysee was launched in June 2002 and sold nearly 50,000 units in 2003. Shenlong Automobile has perfect sales and service outlets throughout the country and reliable service quality, which is one of the important reasons for the sales of Elysee. The survey results show that consumers have relatively high evaluation of Elysee's external quality and air conditioning performance. From the perspective of individual indicators, the airworthiness and braking scores are higher, and the internal space is larger in the same grade, but the satisfaction in noise control is relatively low.
At the same time, consumers also proposed the following improvements: the interior decoration is rough, not beautiful, the interior color matching should be more abundant; the position of the horn button is best changed on the steering wheel; the backrest angle is not suitable; the wiper quality is poor, the brush is not clean The rear seats can not be folded down; the driver's seat should be increased in upper and lower adjustment and memory functions, the seat comfort is poor; the engine compartment sound insulation is not good; the shift lever is slightly sturdy.
Sail S-RV
Launched in 2002, the Sail S-RV is a recreational vehicle with a typical family flavor. In 2002, the sales volume of Sailor S-RV reached 28,990 units, and in 2003 it was 20,868 units. The survey showed that the external quality of the Sail S-RV sedan was recognized by consumers. In addition to the large luggage compartment space, the relatively high scores are comfort, safety and power. Compared with cars of the same class, its fuel economy and maintenance costs are not competitive.
Consumers believe that they should be improved in terms of interior, interior and comfort. In addition, the problems include: less storage space in the car; high fuel consumption; poor sealing; uneven seams of the body, the sheet metal process needs to be improved; when there is rainy road, there is too much sediment inside the four doors; The fuel tank opening switch in the car should be increased.
Jetta
Jetta's sales in 2004 exceeded 140,000 units and continued to maintain rapid growth, which is inseparable from the stable quality of Jetta. The relatively high evaluation of Jetta by consumers is air conditioning performance, power and braking. Jetta's after-sales service is perfect, the price of accessories is low, and consumers have also given a good score in these areas. However, Jetta's style is old and the interior is not fashionable. The scores in these areas are not high.
Areas where consumers specifically want to improve include: form and interior, sealing, noise, lacquer brightness, internal storage space, safety and comfort. In addition, the defrosting in the northern region is not good; the wiper should be improved; the rear drum brake should be changed to disc brake. For these requirements, the new Jetta, which was just launched in March 2004, has been improved in many ways.
Ling Shuai
At the end of March 2003, the Southeast Lingshuai sedan was officially launched, and the sales volume reached 33,557 vehicles that year. The survey shows that consumers are satisfied with the external quality and performance of Lingshuai, and the shape, luggage compartment space and power have relatively high scores. However, consumers score lower on their safety, interior quality, after-sales service and maintenance costs in the same class. The areas that are expected to be improved include: poor interior manufacturing process and quality; brake system wear is generally abnormal; vibration damping system is not ideal; engine noise reduction and sound insulation are not good; rear seats are not comfortable; need to increase safety .
Poussin
In the past 15 years, Poussin's possession has maintained rapid growth, becoming the largest car brand in China and one of the most famous car brands in China. However, in the next few years, the increase in the number of Poussin cars will be significantly slowed down. On the one hand, the Poussin sedan has entered a mature stage, and the market sales have begun to shrink; on the other hand, some models have begun to be scrapped. Consumers' current evaluation of Poussin cars is more "moderate", and the satisfaction level of various indicators has shown a tepid situation, but compared with the same level models, consumers in the interior space, luggage compartment space and power The scores of sex and other aspects are not low, especially in the after-sales service, the score is relatively high, which is closely related to the perfect after-sales service network of Poussin.
Consumers hope that Poussin can continue to improve in terms of safety, appearance, comfort, interior, fuel consumption, sealing, steering and clutching, vibration damping systems, air conditioning refrigeration, emergency braking, sound systems and noise.
Table 3 10-15 million middle and high-class car satisfaction evaluation brand paint quality seal shape appearance interior quality interior space comfort air conditioning performance luggage compartment space dynamic braking control fuel economy safety reliability noise after-sales service maintenance costs Overall CSI
76 44 √ √ √ √ √ √ √ √ √ √ . . . . . . . 76.44
Jetta × × × × × × × √√ √√ √√ √ √ √ √ × √ √ 70.55
Poussin × × ×× ×× √ × × √ √ × × × × × √ √ 66.32
√√√: Very good √√: above average level 平均: average level ×: below average level × ×: relatively poor
r>威姿
On December 25, 2002, Tianjin FAW's Vizi was officially launched. As the new main product of Tianjin FAW in 2003, Weizi is considered to be a perfect crystallization of products and market after the alliance of Tianqi, FAW and Toyota. Among the many indicators, consumers have higher evaluation of their shape, internal space, braking, safety, noise and handling, followed by external quality, and are also satisfied with fuel economy and maintenance costs.
Consumers hope that the improvement of the Vizi is: the chassis noise is relatively large; the luggage compartment space is too narrow; the sound system, paint quality, after-sales service, rear suspension system, sound insulation system and interior.
Xiali 2000
The characteristics of Xiali 2000 have always been very clear, low fuel consumption, environmental protection, safety and comfort. According to the survey, consumers generally recognize the indicators of Xiali 2000, and some of them score as much as mid-level cars. The higher scores for consumers are internal space, braking, fuel economy and maintenance costs, and there is no obvious weakness for Xiali 2000. Japanese cars can often be placed in the front position in the satisfaction survey in Europe. A similar situation has appeared in our survey, which shows the characteristics of Japanese car buyers.
However, areas for improvement are also obvious, such as: power, chassis insulation, sealing, interior, high speed stability, after-sales service and form factor. Now that the Xiali 2000 is no longer in production, it is replaced by the new model Wilo. The Viller's 5A engine will make up for the shortcomings of the Xiali 2000 engine in many aspects, and also has great improvements in appearance and interior.
Carnival
In March 2003, the listing of Changan Ford Fiesta added another fire to the domestic compact car market. The survey shows that consumers generally score higher on the performance of the carnival, especially the power, braking and handling. In addition, consumers have given higher ratings to the safety of the carnival.
Consumers hope that the carnival will be further improved: the hood gap is too large; the interior plastic feels too strong, the workmanship is not fine enough; the headlights are not bright enough; the steering wheel is not adjustable; the rearview mirror has a blind zone; the vibration is harder; the luggage compartment is slightly High; poor fuel economy; poor sealing performance; high-speed noise is too large; power window buttons are remote and inconvenient.
Maxima
Maxima was launched in December 2002. In 2003, the sales volume was almost 50,000. In 2004, the new Maxima accelerated the pace of sales with a higher price/performance ratio and redefine the “black horse” standard in the range. The survey shows that Maxima's power, handling and shape have been recognized by consumers. Among them, Maxima's external quality score is relatively high, followed by performance, while internal quality, after-sales service and other aspects of the score. In contrast, internal space, noise, and maintenance costs are not high.
Where consumers want to improve, the noise is high when the engine is running at high speed, and noise reduction measures should be strengthened; the paint is soft and the storage space is small; the interior needs to be improved; the front head space is enlarged; the sealing is poor; The number of maintenance outlets and the hardware and software level of the 4S shop; the sheet metal process should be strengthened; the transmission is slightly slim.
race
Hafei Racing is a high-quality multi-purpose sedan jointly developed by Hafei Group and Mitsubishi Corporation of Japan. The survey results show that consumers have given a high evaluation of the internal quality of the horse racing car, especially the internal space, the consumer scores higher. At the same time, the external quality of the horse has also been relatively high. In terms of performance, consumers also affirmed their safety and handling.
The new models have some areas to be improved when they first went on the market. The same is true for horse racing: the most reflected by consumers is the quality of the interior; other aspects include poor damping system; poor sound insulation; need to strengthen after-sales Service construction; poor assembly quality.
Palio
Palio has been officially launched at the end of January 2002. The annual sales volume is not large, and it has remained at the level of more than 10,000 vehicles. According to the survey, most consumers think that Palio is a fashionable car with a higher score in terms of appearance; secondly, it has a relatively high score in terms of handling and safety. However, Palio scored relatively low on maintenance and repair costs.
The survey shows that consumers hope that Palio will improve on the following aspects: assembly process and accessory quality, interior materials and processes; engine noise; after-sales service; luggage compartment should be increased a little; fuel consumption; clutch, brake和油門三個踏板距離太近；養護費用較高。
賽歐
率先打出10萬元家轎概念的賽歐銷量一直不錯，經過幾次降價後，更顯示了很高的性價比。賽歐的漆面質量、空調性能和安全性的得分較高，而售後服務水平是同檔次車型中最高的，上海通用的4S店不但數量眾多，而且服務標準與君威和凱越相看齊。賽歐是一款小車，車內的空間有限，此次調查也證實了這一點，消費者對其內部空間的打分較低。另外，評價較低的方面還體現在燃油經濟性和養護費用上。
但消費者對賽歐的要求也在不斷提升，如：儲物空間太少；乘坐的空間較小；油耗大；底盤重；高速行駛時胎噪大；密封性需改進；內飾做工粗糙；剎車偏軟。
富康
富康在中國市場已經歷了10多年的發展，擁有很大的保有量，在消費者中享有很高的聲譽和信賴度。此次調查顯示，消費者對富康在內部質量和操控性方面的打分較高。此外，消費者對富康的售後服務水平比較滿意，富康的養護費用相對較低。但是，富康的噪聲較大，配置低。
需要改進的地方包括：密封性、高速時發動機噪聲大；動力需要進一步提升；制動性能差；漆面及內飾；一些小的部件如溫度感測器等的質量應加強；安全性能需要提高；內飾樣式老；需增加ABS、中控鎖和電動車窗等配置。2004年1月，2004款富康正式投放市場，在調低價格的同時也進行了外觀和內飾方面的小改動。
羚羊
2003年，羚羊轎車的銷量達到了38 716輛。此次調查顯示，消費者對羚羊的評價在同級別的轎車中不高，只有燃油經濟性得到了消費者的一致認可，羚羊的維修保養費用也不高，這些都是消費者鍾愛羚羊的地方。但消費者仍希望羚羊的外形能有所改變，內部空間能夠進一步擴展。羚羊的整車密封性較差，高速時噪聲大；售後服務人員的服務態度和水平有待提高；羚羊應更注重安全性，最好加裝后座安全帶；整車自重輕，略顯單薄。
風雲
奇瑞風雲在上市之初被稱為“黑馬”，以較高的性價比在上市當年銷量就超過了5萬輛，現在同檔次車型都已經將價格降了下來，風雲的優勢已不再明顯，2003年風雲的銷量有小幅下降。調查顯示，風雲也存在著一定的質量問題，這是它的滿意度較低的最主要原因。從單項打分來看，奇瑞的行李廂空間、漆面質量和外形的得分較高。然而，與同級別的轎車相比，風雲在諸多方面的得分較低，如噪聲、密封性、內部質量、燃油經濟性和售後服務。同時，消費者希望風雲改進的地方包括：內飾粗糙，做工不精細；掛倒擋不靈活；發動機噪聲大；油漆質量差；還需要增加配置並完善售後服務。2004年3月上市的風雲四代在發動機方面進行了較大的改進，主要改進包括進、排氣系統、燃燒室形狀、進氣歧管長度、活塞等方面。從此次調查來看，消費者發現的風雲的不足正是廠家在改進過程中所意識到的。
表4 消費者對經濟型轎車的滿意度評價品牌漆面質量密封性外形內飾質量內部空間舒適性空調性能行李廂空間動力性制動性操控性燃油經濟性安全可靠性噪聲售後服務養護費用總體CSI
威姿√ √ √√ √ √√ √ √ √ √ √√ √√ √√ √√ √√ √ √ 75.97
夏利2000 √ √ √ √ √√ √ √ √ √ √ √ √√ √ √ √ √√ 74.93
嘉年華√ √ × × × √ √ √ √√ √√ √√ √ √√ √ √ × 73.30
千里馬√ √ √ √ × √ √ √ √√ √ √ √ √ × √ √ 73.04
賽馬√ √ √ √ √√√ √ √ √√ × √ √ √ √ √ × √ 72.99
派力奧√ √ √√ √ × √ √ × √ √ √ √ √ √ √ √ 71.78
賽歐√√ √ √ √ × √ √√ √ √ √ √ × √ √ √ √ 71.65
富康× × × × √ √ √ √ × × √ √ √ × √ √ 69.00
羚羊× × × × × × √ √ √ × √ √√√ √ √ × √√ 68.91
風雲√ × √ × √ × √ √√ × × × ×× √ ×× × × 66.16
√√√：很好√√：平均水平以上√：平均水平×：平均水平以下××：相對較差
6萬元以下微型轎車滿意度評價奇瑞QQ
2003年5月31日，奇瑞QQ正式上市。QQ外觀個性十足，內飾精巧時尚，得到了所有消費者的一致認可，一上市便受到了消費者的搶購，甚至出現了加價的現象。此次調查結果顯示，消費者對奇瑞QQ的外形給予了充分的肯定，對外形的打分是最高的。此外，QQ的養護費用和漆面質量也為消費者所認可，這兩項的得分與中級轎車相比並不遜色。但是，消費者對個別部件的質量以及各種性能的滿意度較低。
消費者在使用的過程中，也對QQ提出了更高的要求，如：擋位發澀，手感不太舒服；所有車型都應帶助力轉向，方向盤太沉；底盤低；內飾質量差，部分零件比較粗糙；制動系統需要改進；售後服務不完善；整車的密封性差，噪聲大；個別部件存在質量問題。
福萊爾
對微型轎車來說，消費者對各項指標的評價基本上都比較接近，福萊爾也一樣。這與消費群體的特徵密切相關。福萊爾轎車作為一款在市場上較受歡迎的微型轎車，消費者對其養護費用的打分最高。這一方面說明了福萊爾轎車本身的經濟性，同時也表明了消費者對降低轎車養護費用的迫切性。調查顯示，燃油經濟性和在同級別轎車中相對較大的內部空間是福萊爾轎車主要的競爭優勢。消費者在如下方面對福萊爾轎車有更高的希望：動力性、操控性、舒適性、密封性、內飾、空調性能；增加轉向助力；需改進散熱格柵；車內線束裸露；前後風擋除霧不好；發動機艙隔音效果差。
豪情
吉利美日和吉利豪情所採用的很多配件都是一樣的，裝配工藝也一樣，消費者對它們的評分也相差不多，因此我們將它們歸為一類。豪情的總體排名靠後，但由於售價較低，外形新穎，因此銷量還是不錯的，尤其在2004年前幾個月，吉利系列車型的銷量都保持在1萬輛左右。此次調查結果顯示，豪情在售後服務方面存在一定的問題，消費者的滿意程度較低；零配件的價格較高；鈑金質量和內飾質量都需要提高；密封性差；噪聲大；制動性能不好；離合器過重。
長安奧拓
長安奧拓作為一款上市時間較長的微型轎車，由於車型較老，因此在眾多方面的得分普遍較低。但消費者在購買微型車時更看重的是價格、維修保養的方便性和費用情況，這些因素使奧拓的銷量一直不錯，在微型轎車中，奧拓在質量方面擁有較高的聲譽。奧拓的車主較多，絕大多數車主都指出了奧拓存在的問題，這些方面主要包括：安全性、空調、內飾和裝配質量。另外，奧拓的動力性差；發動機艙的密封性不好，應減少傳進駕駛室的發動機噪聲；應增加儲物空間；奧拓的減振也有些偏軟。
Xiali
提起夏利恐怕沒有人不知道，夏利是中國汽車市場上歷史最悠久、保有量最大的車型之一，在計程車市場上曾占有很大一部分市場份額，這幾年夏利作為計程車的市場份額在不斷萎縮，同時也受到了新車型的猛烈衝擊，夏利在2000年銷量達到9萬輛以後的連續兩年內都沒有突破這個數，2003年新車型紳雅和駿雅的推出使它的銷量又恢復了穩定水平。夏利在售後服務、養車費用等方面都有較高的滿意度，但與同級別的微型轎車相比，夏利的外部質量和內部質量都比較低，在性能方面的評價也屬於較低水平。
夏利轎車作為一款老車型，需要改進的地方較多，每一位車主都提出了要求，主要有：外形較老，缺少時尚感；密封性不好；內飾質量較差，舒適性不高；動力不足；噪聲大，發動機在怠速或低速運轉時振動較大；空調效果不好；配置較低，應增加電動車窗和中控門鎖。
表5 微型轎車的滿意度評價品牌漆面質量密封性外形內飾質量內部空間舒適性空調性能行李廂空間動力性制動性操控性燃油經濟性安全可靠性噪聲售後服務養護費用總體CSI
奇瑞QQ √ √ √√ √ √ √ × √ × × × √ × √ √ √√ 69.45
福萊爾× × × × √√ × × √ × × × √√ × × √ √√√ 68.39
豪情× × × × × × × × × × × × × × × √ 63.66
奧拓× ×× ×× × ×× ×× ×× ×× ×× ×× × √√ ×× × × √√√ 62.43
夏利×× ×× ×× ×× × ×× ×× × × ×× ×× √√ ×× × × √√ 62.39
√√√：很好√√：平均水平以上√：平均水平×：平均水平以下××：相對較差
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