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September 18, 2020

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Poll: NEV owners have high tech expectations

New-energy vehicle owners expect technological and smart in-vehicle features as well as a high-quality cars, according to a survey by consulting firm JD Power.

With the gradual maturity of NEV technology, consumers have higher expectations for cars and product quality has become the key to market success, the firm noted.

Due to the decline in subsidies and the COVID-19 outbreak, sales of NEVs fell significantly in the first half. Thanks to supporting policies issued by governments at all levels since March, sales are recovering significantly in the second half.

JD Power said 2020 is expected to be only a short adjustment period and China’s NEV market will resume rapid growth in the next 10 years.

In the first eight months, China’s NEV sales totalled 596,000 units, down 26.4 percent year on year. About 109,000 green cars were sold in August, up 25.8 percent year on year, according to the China Association of Automobile Manufacturers.

The survey showed that NEV owners are younger. The proportion of NEV owners born in the 1990s increased to 37 percent this year from 24 percent in 2019.

Also, 78 percent of NEV owners indicate they would consider any green car brand when purchasing, which is 6 percentage points higher than the consideration level of gasoline vehicle owners.

“As the NEV market is shifting from policy-driven to policy and market-driven, competition among brands will gradually focus on the product itself,” said Jeff Cai, general manager of auto product at JD Power China.

Quality problems are cited most often by NEV owners, with exterior, interior, infotainment systems, driving experience, seats, batteries and charging as the most frequently cited problem areas.

According to the survey, international brands perform better in the exterior, infotainment systems, seats, powertrains and interior categories, and domestic NEV startups excel in driving experience, climate, batteries and charging.

The study is based on a survey of 3,267 owners, who bought autos between May 2019 and May 2020, covering 40 models from 20 brands.


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