Customer satisfaction with NEV sales, services rises in China

Customer satisfaction with new energy vehicle sales and services in China has risen in 2025, with domestic brands narrowing the gap with premium international competitors, according to a J.D. Power study released on Thursday.

The China New Energy Vehicle Sales Satisfaction Index Study shows overall satisfaction rose to 781 points on a 1,000-point scale, up 8 points from 2024. The index measures the sales experience among NEV owners within 2 to 12 months of purchase.

Chinese brands led satisfaction scores in several key categories, including showroom reception, customer follow-up and test drive experience. Li Auto ranked highest among mass market brands with a score of 804, followed by Xpeng (800). Nio led among premium and domestic brands with a score of 806, ahead of Mercedes-Benz (788).

"Sales models are shifting from basic product demonstrations to scenario-based experiences that create emotional resonance and accelerate decision-making," said Ann Xie, general manager of digital retail consulting at J.D. Power China.

The study found that customers responded positively to test drives tailored to lifestyle scenarios, such as camping or family use. Demand for customized routes rose 9.8 percent, while the likelihood of purchase increased 18.6 percent when vehicles were introduced through real-life use cases.

Timely customer follow-up was another key driver of satisfaction. When sales staff followed up on the same day a customer visited a dealership, satisfaction scores were 12 points higher and conversion rates increased by 25.6 percent, the report said.

The survey also highlighted the role of word-of-mouth in sales growth, with 12.5 percent more customers citing brand reputation as a deciding factor compared to the previous year. Test drive experiences were identified as a crucial touchpoint influencing referrals.

The findings are based on 11,060 survey responses from NEV buyers in 81 Chinese cities, covering purchases made between March 2024 and April 2025. A total of 61 brands were evaluated, of which 47 had sufficient sample sizes.

As NEV competition intensifies in China, the world's largest electric vehicle market, automakers are investing heavily in personalized services, digital engagement and post-sale customer relationship management to boost loyalty and differentiate their brands.

J.D. Power, founded in 1968, is a United States-based consumer insights firm with a strong presence in Asia-Pacific. It specializes in market analytics and performance benchmarking across automotive and other sectors.