Car brands struggle to balance product, sales and service
The majority of vehicle brands in China fail to strike a balance between product, sales, and service, according to the inaugural J.D. Power 2025 China Brand Reputation Index Net Promoter Score, released on Friday.
The index shows that premium internal combustion engine brands in China average a score of 51.8 on a scale of -100 to 100. Mass-market ICE brands score 46.3, while premium new energy vehicle brands average 44.7, and mass-market NEV brands score 40.2.
Only eight brands demonstrate strong performance across product, sales, and service dimensions, while 89 percent show weaknesses in at least one area.
Covering 72 brands across both the ICE and NEV segments, the study quantifies more than 800 customer touchpoints—spanning interior design, driver-assistance performance, vehicle delivery, and service response time.
In the ICE market, 42 percent of touchpoints are classified as "basic expectations", which customers penalize when unmet. In the NEV market, 58 percent are "delight indicators", which drive positive word-of-mouth. Both segments also include neutral indicators (8 percent for ICE and 13 percent for NEV), where additional investment has minimal impact on recommendation behavior.
"The rules of competition in China's auto industry are shifting," said Ann Xie, general manager of the digital retail consulting practice at J.D. Power China.
"Success now depends on consistent performance across product, sales, and service—not just standout technology or distribution. In the ICE market, consumers value stability and service, while NEV buyers seek innovation and smart features. To win customer loyalty, brands must evolve from specialists to all-round performers."
Among brands, Land Rover ranks highest among premium ICE brands with a score of 67.3, followed by Porsche (59.4) and Cadillac (55.0).
Geely ranks highest among mass-market ICE brands with 52.2, followed by Chery (51.7) and GAC Honda (51.5). Nio tops the premium NEV segment with a score of 51.6.
