In front of the arrogant luxury brand, luxury car owners hard to enjoy the "luxury" service. Complaints Network statistics show that last year, luxury cars effective complaint throughout the year for the year 379 cases, accounting for 3% of the total number of complaints in the year, an increase of 23.45% over the previous year. Among them, the number of luxury brand complaints in Beijing increased significantly, the price of 500,000 yuan luxury car complaints hit a new high, an increase of more than half of last year.

The industry believes that the growth of luxury brand complaints and luxury car consumers in China is not unrelated to high expectations, and the quality of after-sales service has become the key to restricting the development status of luxury brands in China.
 

Arrogant ultra-luxury brand

It is understood that ultra-luxury brand of service has been highly criticized. From the recall earlier this year, Aston Martin is not difficult to see that as a small minority super run brand, Aston Martin annual output of only 4 digits, but such a large-scale recall is rare in the automotive industry, and ultimately Aston Martin's brand reputation will also be exposed to unprecedented risk.

It seems that in today's large-scale automobile industry in the world, it is not uncommon to find that automobile quality is a problem. However, it also reflects the quality of ultra-luxury cars themselves and the after-sales Not perfect.

In the after-sales links, due to the high price of super-luxury brands, the expectation of service owners has also risen in recent years and the chances of complaints have also risen. "Super luxury car is not grounded, the development of domestic sales is relatively slow, the owner is very dissatisfied with the service. And service prices and after-sales service satisfaction, its long arrogant attitude, so that consumers feel and Does not meet the luxury positioning, which also restricts the development of ultra-luxury brands. "Jiang Suhua said.

Last year, Kearney released a report shows that China is expected in 2017 to become the world's largest ultra-luxury car market. Car analyst Jia Xinguang that although such a market base can continue to expand, but if the luxury car manufacturers do not improve service levels, will eventually be more and more rational Chinese consumers abandoned.

Localization to promote service to people

Unlike the luxury brands that have not yet realized the importance of service, luxury car companies represented by Audi, Mercedes-Benz and BMW, under the strategy of localization, have stepped up their emphasis on service and formulated "friendly people" Service strategy. The intent of these businesses is clear: increase market share by improving service, retaining customers.

On many occasions, Engelhardt, President and Chief Executive Officer of Greater China Region of BMW Group, comprehensively expounded the strategic plan for the future development of BMW in the Chinese market and proposed that BMW will make greater efforts to make after-sales service play a greater role in the dealer business. Become a stable dealer business pillar.

In addition to the three German luxury cars, luxury brands in the second camp have also proposed localization strategy and service strategy as the focus of development in China. Cadillac took the lead in the country launched the "Respect Plus - Cadillac PLUS service", the launch of this service is the Cadillac market once again perfect.

Infiniti, also announced last year after its home-made, with a "perfect cause for the perfect experience," the concept of customer service, providing customers, including 4 years / 100,000 km free maintenance, including all-round convenient services.
 

Good service needs to be built

Although the luxury brand will service on an important position, but the Beijing Business Daily reporter visited the luxury car 4S shop in Beijing found that the service levels of luxury brands are not the same, there have been uneven phenomenon. For the service that car companies have been demanding, in addition to the BMW dealer's performance is still satisfactory, the other dealers showed a polarization.

Jia Xinguang that the luxury car market growth slowed, companies have realized the issue of short service, but due to the slow change in the concept of dealers, so the implementation of the intensity of the jagged phenomenon.

Yan Jinghui, vice president of the Beijing Asian Games Village car market, also believes that with the luxury car sales Jia Xinguang said that the change of service concept of dealers also needs the sense of crisis caused by intensified market competition. In the future, which enterprises and distributors will serve well and win more consumers' favor. "Although good service brings a slow promotion to the brand, but" slowly work slowly, service reputation, once formed, there will be a huge gap between enterprises. "Jia Xinguang said