Core Insights - The 2025 China Sales Service Satisfaction Study (SSI) by J.D. Power reveals a decline in overall customer satisfaction for fuel vehicle purchases, marking the first drop in nearly eight years, with an industry score of 758 points, down 3 points from the previous year [1] - The gap in satisfaction scores between luxury and mainstream brands has narrowed from 8 points last year to 5 points this year, with luxury brands scoring 762 and mainstream brands scoring 757 [1] Group 1: Customer Experience - The study indicates that the overall satisfaction of fuel vehicle consumers has decreased, with the lowest satisfaction scores recorded in the online experience phase, scoring 780 for luxury brands and 782 for mainstream brands [2] - There is a significant drop in satisfaction among "defeated customers" (those who considered a brand but purchased another), with an average decline of 24 points, and mainstream brand defeated customers experiencing a 26-point drop [2] Group 2: Consumer Decision-Making - Consumer decision-making is becoming more defined, with 76.4% of consumers knowing the brand/model they want, an increase of 7 percentage points from 2024 [3] - The proportion of consumers reaching a purchase agreement within one week of visiting a dealership has risen to 52%, up from 40% in 2024 [3] Group 3: Sales and Service Dynamics - The importance of dynamic experiences is increasing, with 40% of car owners stating that the professionalism of sales staff during test drives significantly influences their purchasing decisions, a rise of 4.5 percentage points from the previous year [3] - The study highlights a growing consideration for electric vehicles among fuel vehicle owners, increasing from 15.7% in 2024 to 21.4% in 2025, yet 50.2% of these owners abandon the purchase before visiting the dealership, up from 42.2% in 2024 [4]