It's 315 again, and the preview of the minutes before the opening of the party seems to be a watershed, and the automotive industry is no exception. Once on the list, the official announcement must go through the process of drafting, reviewing, and publishing in the shortest possible time. Not making the list means passing another hurdle and seeing you next year.
A party, after all, is only a party, and car companies that have not entered the camera also need to face various complaints. As a self-media in the automotive industry, Qiushi Automobile tries to present the complaints of various car companies in the past year from another perspective.
Description of citation data
Annual complaint volume data source: Car Quality Network
Time span: January 1, 2021 - December 31, 2021
Data content: Limited to user complaints about product quality, excluding service dimensions
Annual sales data source: 515 car ranking
Data content: Annual sales of domestic passenger car companies
Annual complaint sales ratio
In order to facilitate data comparison, we have adopted a parameter - "annual complaint sales ratio". That is, the user complaints received by the car company throughout the year are divided by the annual sales volume of the car company.
It should be noted that the complaints initiated by users in 2021 may be vehicles purchased in the same year, or they may be purchased earlier. Even if this part of the complaint is not directly related to the sales volume of the current year, the "annual complaint sales ratio" still has macro reference value. Car companies with a high annual complaint sales ratio, the large number of complaints and relatively small sales, means that their product quality and sales are gradually entering a vicious circle.
In the final summary of the data, there are more than a dozen car companies with a complaint volume of zero, including Gaohe Automobile, Lingtu Automobile, Hechuang Automobile, Skyworth Automobile, etc., some are biased towards a niche market, some are struggling on the line of life and death, and some are still in the testing stage, so they are not included in the list.
The data doesn't tell the whole story, after all, there are differences in how much different user groups tolerate product quality, how and how to initiate complaints, and the channels through which they are made. The reinforcement data is limited to the product quality complaints initiated by users on the car quality network in 2021, with a total sample size of more than 61,000 cases, which does not represent all user views and is for reference only.
01
Top 10 car companies
The top, runner-up and third-place car companies in the list are Jianghuai Automobile, Reading and Yujie New Energy.
In the passenger car market, JAC Motors only has the Ruifeng series on sale, and Sihao and iEV have almost no contribution. In view of the use scenarios of Ruifeng, its users generally do not have too specific and demanding requirements for vehicle quality, which makes Jianghuai Automobile have only 1 case of complaint on the basis of selling 32,000 vehicles in 2021.
As for Reading and Yujie New Energy, it is better understood. These two car companies, which are ridiculed by users as "old man music", have a strong appeal in the township market, and because of this, their users' awareness of rights protection is relatively weak, even if there is rights protection behavior, it is more often at the sales terminal, and there are not many complaints on the car quality network.
The most unexpected thing is Tesla. The "siege" of Tesla on the Internet is not uncommon, but on the car quality network, Tesla only received 181 cases of product quality complaints in 2021, and its sales were as high as 470,000 vehicles, that is to say, for every 10,000 vehicles sold by Tesla, less than 4 people filed complaints.
02
Ranking dozens of car companies
Faw Jilin's FAW Senya R7 and R8 models sold a total of 820 vehicles in 2021, and received 83 complaints that year, accounting for more than 10%. Even within the FAW Group, this data is much higher than other independent brands, of which FAW Besturn is 0.737% and FAW Hongqi is 0.143%. To some extent, this set of data reflects the tendency of FAW Group to several of its own brands.
As a business card of Fujian, Southeast Automobile does not have much sense of existence, sales are sluggish, user complaints are high, and its annual complaint sales ratio reaches 3.9%. In fact, the bottom rankings of Haima, GAC FCA and Skoda are almost the same. Surprisingly, Changan Ford, specific to the model level, its Mondeo and Forres have become the hardest hit areas for complaints.
Infiniti's rise to the list is reasonable. Committing to Dongfeng Nissan may be able to exchange for a chance to breathe, but with the same hymn under the fence, Infiniti's fate is still bumpy. DS sold less than 2,000 vehicles in the whole year, but received 19 user complaints, which is the key to its ranking.
03
Horizontal comparison of mainstream brands
Unlike top-notch or bottom-of-the-line car companies, most of the mainstream brands are concentrated in the midstream, but this does not prevent us from presenting a more intuitive comparison. Under the premise of consistent statistical methods, brands with better performance often mean more stable product quality.
The data of Beijing Benz, FAW Audi and BMW Brilliance are 0.295%, 0.256% and 0.21% respectively, although the gap is not large, but there is still a relatively obvious gap between Beijing Benz and BMW Brilliance, which echoes the frequent user rights protection of Beijing Benz in the past two years. Whether the users of Beijing Benz prefer to complain, or the quality of its products is more unstable, we can not draw conclusions based on this sample alone.
SAIC-GM's three brands also have significant "ladder" characteristics. Cadillac, Buick and Chevrolet's annual complaint-to-sales ratio is 0.24%, 0.34% and 0.48%, respectively, and the gap between Chevrolet and Cadillac, which is biased towards the lower end of the market, is more than double. In terms of data results, the product quality complaints received by SAIC-GM are closely linked to brand positioning and product prices.
The performance of the autonomous camp far exceeded our expectations. GAC Passenger Cars surpassed Chevrolet with a score of 0.44%, while Changan Automobile, Geely Automobile and BYD even better than Cadillac. The most prominent performance is the 0.098% of SAIC passenger cars, which shows that Roewe and MG have indeed made a lot of efforts.
As for new energy vehicle companies, perhaps the model release time is shorter, the annual complaint sales volume is generally good than the data, in addition to the Tesla mentioned above, Weilai, Xiaopeng and Ideal have surpassed the traditional BBA. It is worth mentioning that GAC Aean's 0.066% data, in addition to the guarantee of quality control, more than a large part of the reason may be that many vehicles are used for online ride-hailing projects, and the proportion of C-end users is lower than that of other new energy vehicle companies, resulting in low user complaints.
Write at the end
Again, all the above data, to borrow from the car quality network in 2021 user complaints about product quality. Through these 61,000 samples, we not only see the living conditions, product stability, and brand differentiation of car companies, but also vaguely check the attitudes of different user circles to product quality problems.
We acknowledge that due to the sample size, this is not an absolutely perfect research report, and we only hope to analyze the complaint situation of the industry through another perspective. The road is dangerous and obstructive, the future can be expected, if there is a change, if there is no encouragement.