J.D. Power中国汽车品牌NPS®指数：结构性挑战突出，多数品牌陷入“三态失衡”

Core Insights - J.D. Power has released the 2025 China Automotive Brand Reputation Index NPS, marking its first study in China, covering 72 brands in both fuel and new energy vehicle markets with a total sample size of 97,695 [1][2] Group 1: NPS Methodology - The fuel vehicle brand NPS is calculated based on New Vehicle Quality Study (IQS), Automotive Performance, Execution and Layout Study (APEAL), Technology Experience Index (TXI), Sales Satisfaction Index (SSI), and Customer Satisfaction Index (CSI) [2] - The new energy vehicle brand NPS is derived from New Energy Vehicle New Car Quality Study (NEV-IQS), NEV-APEAL, TXI, NEV-SSI, and NEV-CSI [2] - The study includes a comprehensive analysis of user experience across three dimensions: product strength NPS, sales strength NPS, and service strength NPS, providing a detailed user experience competitive landscape [5] Group 2: Brand Performance - In 2025, luxury fuel vehicle brands scored an average of 51.8, while mainstream brands scored 46.3; new energy luxury brands averaged 44.7, and mainstream brands scored 40.2 [6] - Only 8 out of 72 brands achieved a healthy balance across product, sales, and service dimensions, indicating that 89% of brands are in a state of imbalance [6] Group 3: User Experience Dynamics - The study reveals a "dual-track" user experience in the fuel vehicle market, where 42% of experience indicators are "threshold" indicators, while in the new energy vehicle market, 58% are "charm" indicators [7] - The research indicates a shift in competition rules, where user loyalty is now determined by balanced performance across product, sales, and service dimensions, rather than relying on a single strength [8] Group 4: Sales and Trust Issues - The sales process is identified as the largest negative contributor to brand NPS, with 38% of fuel vehicle sales strength NPS being weak due to traditional dealership practices that conflict with consumer expectations for transparency and trust [9] - In the new energy vehicle sector, 42% of sales strength NPS is weak, stemming from an immature sales system that fails to build trust with consumers [9] Group 5: Service Experience - Fuel vehicle service strength NPS shows that 38% are in a healthy state, but struggle to create emotional value, while new energy vehicle service strength NPS indicates 32% are weak, facing issues like long wait times and lack of brand identity [10] - Future service competition will focus on emotional resonance rather than just speed of service, with brands needing to enhance customer loyalty through meaningful experiences [10] Group 6: Product Performance Challenges - The report highlights that nearly 30% of products fall into a "mediocre" or "polarized" dilemma, where fuel vehicle brands show a 35% middle-ground performance, lacking standout features that drive recommendations [11] - New energy vehicle brands exhibit a 26% polarization, where some brands attract early adopters but risk alienating conservative consumers due to aggressive innovations [11]