Chery Tiggo scored high marks in the recent market research done to determine car preference in mainland China.
THE Tiggo 8 takes the Midsize SUV category top choice. | Photograph COURTESY OF Chery Auto
According to American firm J.D. Power, Chery Tiggo 7 topped the medium-sized economical SUV, while Chery Tiggo 8 series is best medium-sized SUV in in China.
These findings come from the J.D. Power China Automotive Performance, Execution and Layout study, highlighting the rise of Chinese car manufacturers in meeting global quality benchmarks.
The study garnered responses from 35,155 traditional fuel vehicle owners who purchased their new vehicles between June 2022 and March 2023.
Spanning a total of 81 major Chinese cities and covering 230 models from 48 brands, the research took place from December 2022 until May 2023.
For those unfamiliar with the APEAL study, it is a measure of customer satisfaction focusing on vehicle design, features, and performance within 2 to 7 months of ownership.
The study considers various categories, including exterior and interior design, storage capacity, audio/communication/entertainment/navigation, seating, HVAC, driving dynamics, engine and transmission performance, and fuel economy.
The rankings are no small feat for Chery, a company that has surpassed 3.4 million unit sales of SUVs globally. In the last 26 years, Chery Group has heavily invested in research and development, continuously innovating its line-up to cater to evolving consumer demands and industry standards.
But why do these rankings matter, especially to the average consumer? To start, the J.D. Power APEAL study serves as a valuable tool for gauging customer satisfaction post-purchase.
A high APEAL score generally indicates satisfied customers who are more likely to exhibit brand loyalty and give positive recommendations — factors crucial for the reputation of an automaker. In an industry where word-of-mouth can substantially influence purchasing decisions, high rankings in categories like those mentioned can be a genuine asset for any brand, Chery included.
Secondly, these rankings can directly influence product improvements.
By understanding what makes a vehicle appealing to a consumer, automakers can more adeptly tune their future models to better meet consumer expectations.
The APEAL study provides a pathway for companies to identify areas of potential improvement. For instance, if a model scores low in driving dynamics but excels in storage and ACEN features, the manufacturer knows precisely where to direct its focus in upcoming designs.
Another point to consider is the competitive advantage that such rankings offer. In the fiercely contested automotive market, differentiation is crucial.
A high APEAL score can give automakers like Chery a valuable edge over competitors by attracting customers who consider these rankings when making purchase decisions.
In Chery’s case, topping in both the economical and general medium-sized SUV categories in a market as vast as China adds significant weight to its portfolio.
Lastly, the APEAL study serves as an industry benchmark. It allows brands to compare their performance against other players in the market. Knowing where one stands can not only be a source of brand confidence but also offer metrics for setting future targets and track progress over time.
