The author | Guo Hao
Edit | Island
Period: 2797
Source: People and Island members
Today's customer complaints have become a necessary reference condition for people to buy cars and choose cars, people collect customer complaint information through the car quality network, see what faults the vehicles to be purchased, and judge whether they can buy and whether they should buy. Therefore, brand manufacturers also pay special attention to online complaints, requiring dealers to be best able to solve problems offline, and it is best not to form online complaints and then solve them.
The vehicle is complained about a lot, which is actually a devastating blow to the brand. Unconsciously, these complained brands have left people's vision, the seller's showroom customer flow will also drop significantly, people's desire to buy is decreasing, and the transaction rate will naturally decrease, all of which are the curse of complaints. Therefore, everyone is very concerned about the complaint work.
Judging from the complaints counted by the car quality network, these complaints particularly affect the image and development of the brand.
1. Analysis of the proportion of brand categories
In the first quarter of 2022, the number of complaints from independent, joint venture and imported brands decreased sequentially, but the proportion of complaints from joint venture brands once again exceeded 50%, an increase of 3.3% over the fourth quarter of 2021. In contrast, the proportion of complaints from independent brands and imported brands has decreased to a certain extent. It can be seen that the current sales of independent brands are very good, which is related to people's acceptance and the quality and quality of vehicles, after all, his complaint volume is less.
2. Analysis of the proportion of complaints by brand country
In the first quarter of 2022, except for Ashkenazi brands, the number of complaints from brands in other countries decreased by a certain extent compared with the fourth quarter of 2021. In contrast, the number of complaints from Ashkenazi brands has shown a trend of rising against the trend, with the number of complaints exceeding 7,000 for the first time, and the proportion of complaints has exceeded 1/4 of the total number of complaints. German vehicles are now selling poorly, price upside down has become a norm, dealers are bitter for days, which has something to do with high complaints.
3. Comparative analysis of vehicle attribute complaints
The number of SUV model complaints continued to climb in the first quarter of 2022, up 21.3% from the fourth quarter of 2021, far ahead of other attribute models. Complaints on most other models declined quarter-on-quarter, with smaller cars falling the most, down 75.6% from the fourth quarter of 2021. We're also seeing sales of SUVs going down, and people are starting to switch to buying cars and other models.
4. Comparative analysis of model year complaints
In the first quarter, the number of complaints about 2020 models continued to rise, maintaining a volume of more than 5,000 cases, an increase of 5.3% over the fourth quarter of 2021, and the increase in complaints came from some German and independent brand models. It is worth noting that the 2022 models have gradually approached the first echelon, and the number of complaints exceeded 2,000 for the first time in this quarter, up about 3.9 times quarter-on-quarter. As new models are put on the market one after another, the number of complaints about 2022 models may remain high in the future. The growing number of complaints is bound to affect new car sales.
5. Analysis of the proportion of complaint types
In the first quarter, the number of complaints and the proportion of complaints about simple quality problems fell again, of which the number of complaints has dropped to less than 20,000. Complaints about service problems continued to perform strongly, with complaints up 10.3% quarter-on-quarter and complaints increasing by 4.5%. Notably, the number of complaints about other issues exceeded a record 400 in the quarter, up 50% from the previous quarter. Now the customer who buys a car is younger, the pursuit of a good service experience, no good service, absolutely can not impress the customer's heart, they are to enjoy the service.
6. The proportion of quality problem complaints and failures
In the first quarter of the quality problem complaints, the number of engine/motor complaints and the proportion of faults increased significantly compared with the fourth quarter of 2021, of which the proportion increased by 8.5%. The number of complaints about failures in all other systems decreased quarter-on-quarter. The engine is the heart of the car, if there is a problem, it is not a small problem, directly affecting people's desire to buy.
7. Top20 quality problem complaint fault point analysis
Among the top 20 quality complaint failure points in this quarter, there are 2 new complaint failure points on the list, which is 3 fewer than in the fourth quarter of 2021. "Audio-visual system failures" are still the most complained about by consumers, but the number of complaints fell by about 18.3% quarter-on-quarter. From the ranking of the list, it can be seen that the number of complaints about four fault problems has increased compared with the fourth quarter of 2021, all from the engine/electric motor. Among them, "engine/motor exhaust failure" and "high engine/motor fuel consumption" increased the most, jumping to the top three.
8. Analysis of the proportion of complaints about the number of faults complaining about the quality of brand attributes
In the first quarter, the number of complaints and failures of independent, joint venture and imported brands all declined from the previous quarter, of which imported brands fell the most. Most of the complaints and failures of independent brands are concentrated in body accessories and electrical appliances, but the number has declined quarter-on-quarter. The number of engine/motor complaints increased slightly from the previous quarter. In addition to the number of complaints and failures of joint venture brands and imported brands, there are engines/motors in addition to body accessories and electrical appliances, especially joint venture brands, the proportion of engine/motor complaints in this quarter is significantly higher than that of body accessories and electrical appliances, and the number of complaints of faults increased by 33.8% compared with the fourth quarter of 2021.
9. Analysis of the proportion of complaints about brand attribute service problems
In the first quarter, the number of complaints about joint venture brand services increased significantly, up 67.5% from the fourth quarter of 2021. Among them, the problem of sales fraud has become the most prominent complaint problem of the joint venture brand service, accounting for more than 60%, an increase of 47.9% over the previous quarter, and most of the complaint increase comes from some German brand models. Among the service problems of independent brands, imperfect service processes have become the service problems with the highest proportion of complaint problems, which have soared by 2.3 times compared with the previous quarter, and most of the complaint increments come from some of the hot-selling SUV models of independent brands.
10. Analysis of the proportion of complaints about other problems of brand attributes
In the first quarter, there was a significant increase in the number of complaints about other issues of the joint venture brand, an increase of about 1.3 times compared with the fourth quarter of 2021. Among them, "suspected allocation reduction" has become the most prominent complaint problem point for joint venture brands, accounting for more than 80%, an increase of 30.8% over the previous quarter, and most of the complaint increase comes from some European brand models. In contrast, the complaints about other problems of independent brands have dropped significantly from the previous quarter, but the proportion of complaints of "suspected design defects" increased by 14.9% compared with the previous quarter.
All in all, the above ten aspects of the complaint analysis we have clearly defined the complaints of car systems in various countries, providing a vane for car buyers to choose a car.