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recently, chezhi.com and kairui saichi consulting jointly released the latest results of the "2024 china automotive product quality performance research (aqr)". the study found that the overall quality level of the industry has improved, but the performance of smart cockpits and driving systems is still poor. users' complaints about the three-electric system problems of new energy vehicles are higher than last year. the quality performance of the three-electric system, driving assistance and engine can better influence users' willingness to recommend. at the same time, they also begin to pay attention to the brands of parts suppliers.

entering its sixth year of research, the china automotive product quality performance research (aqr) project adheres to the user perspective and uses market quality performance to represent the respondents' views on all vehicle quality issues (market quality performance = number of problems x complaint level; data is a negative value, the lower the value, the better the quality). this year's research covers 51 mainstream auto brands, with domestic brands accounting for 56.9%; it covers 128 models in 22 market segments, including 46 new energy models, accounting for 35.9%, an increase of 12.2 percentage points from 2023. at the same time, a new quality module study that affects user recommendations has been added.

the overall quality level of the industry has improved, but quality problems have not disappeared. compared with the previous research year, the market quality performance value in 2024 dropped by 43%, ending the "three consecutive increases". the quality levels of both fuel vehicles and new energy vehicles have increased. the study believes that the improvement in the industry's quality level is related to the technological development that has promoted the resolution of quality problems on the one hand; on the other hand, the wave of price cuts across the industry in 2024 has focused users' attention on prices, reducing demand for some products and sensitivity to problems. it is worth noting that once prices enter a new stable period in the future, users' demand for the quality of automotive products, especially perceived quality demand, will increase again.

the study also found that the quality performance of each module has been optimized to varying degrees, but the performance of the smart cockpit and driving system is still poor. among them, the number of problems with the car system freeze, engine fault light on and car system freeze ranked the top three; compared with last year, users' complaints about the three-electric system of new energy vehicles have increased, and among the top 10 complaints, 5 are related to the three-electric system.

after comparing the quality performance of fuel vehicles and new energy vehicles, the study found that new energy vehicles performed better overall, especially in the smart cockpit module. the appearance, interior, and functional configuration were also better than fuel vehicles, but fuel vehicles had obvious advantages in air conditioning, seats, etc.

the key problems of fuel vehicle products are concentrated on the engine fault light on, vehicle computer jams, and vehicle computer freezes. domestic brands have better quality performance in engine and driving system modules than overseas brands, but are inferior to overseas brands in the quality of smart cockpit, appearance, gearbox and air-conditioning modules, especially in the smart cockpit dimension.

the key problems of new energy vehicle products are concentrated on car computer freezes and car computer jams. the quality performance of domestic brands in smart cockpit modules is significantly better than that of overseas brands. in addition, the quality performance of interior, three-electric system and driving system modules is also better than that of overseas brands. however, they are inferior to overseas brands in appearance, functional configuration, seats, air conditioning and driving assistance.

in the study of factors affecting user recommendations, it was found that as factors closely related to vehicle driving and user safety, the quality performance of the three-electric system, driving assistance and engine can have a greater impact on user recommendation willingness, while the smart cockpit and driving system have a relatively small influence on the degree of recommendation. specifically for fuel vehicle users, the appearance, functional configuration, and driving assistance modules have a greater influence, while for new energy vehicle users, the quality performance of sensory modules such as seats and air conditioning has a higher influence on recommendations than fuel vehicle users.

the study found that most oems chose "short, flat, and fast" solutions to the problems of the smart cockpit's vehicle system: using chips with higher computing power, using more mature os systems from other industries, and using mobile phone interconnection to strengthen or replace some functions. however, user feedback shows that these solutions still have some product quality issues after implementation, which will cause new troubles for users.

the number of problems with "ota not being upgraded for a long time" has increased significantly in 2024. ota upgrades are highly correlated with brands and models, and users pay close attention to them. the study believes that there is a deviation between users' perception of ota functions and effects and corporate publicity. brands should strengthen reasonable publicity, guidance and implementation when promoting ota function development and upgrades.

the mobile app of a car brand is a bridge between manufacturers and users. the survey shows that the most common problems are the failure of mobile app control functions and the inability to connect. manufacturers need to balance the functions and quality of mobile apps. only by ensuring that the basic functions meet the needs of most users and improving product quality can the frequency of user use of mobile apps be increased.

the study also found that the significantly accelerated development cycle has led to an increasing number of new models being put on the market with problems. the first quality problem in the industry occurred within one month for 51% of domestic brands and 48% of multinational brands.

more and more rational users are beginning to pay attention to the brands and models of core components and specific equipment of vehicles. the brands of components such as batteries and motors have become the focus of users' car purchases, and even affect their views on the entire vehicle. in addition, the trend of increasingly differentiated and personalized consumer needs is becoming more obvious, and creating products for more segmented target groups has become a key breakthrough.