The result of the 2023 China Auto Quality Research (AQR) was published in Shanghai

Recently, Car Quality Network and Car Research released the results of the 2023 China Auto Quality Research. The theme of “new times of AI, the future of experience”, published its new findings and the current situation of intelligent cabin quality. At the same time, inviting industry experts to explain the market hot points as well as sharing the practice of product quality response to customer needs.

During the speech, Tang Weiguo, the president of Car Quality Network and Car Research, announced that electrification and intelligence in the auto industry have transformed car manufacturing principles. Enhancing user experience has become crucial for improving product quality. The establishment of China Auto Quality Research (AQR) aimed to revolutionize evaluation models, creating a more comprehensive research framework that explores users' perceptions and expectations of automotive product quality, helping companies develop consumer-centric products that meet market demand.

Cui Dongshu, the secretary general of China Passenger Car Association (CPCA) announced that the promotional policies in August were multitudinous, with sales promotions remaining at the top. The auto market is exhibiting an extraordinary trend that exceeds industry expectations, during the off-season, the vehicles in still selling well. This tranition will significantly shorten the usage cycle of automobiles and accelerate their updates. Moreover, there is still potential for future growth in China's automobile ownership, making it inevitable to reach a production and sales volume of 40 million vehicles.

Yan Xiaodong, the vice president of Hozonauto Quality Center, modern quality management has relatively mature technology and methods for making fewer mistakes, but we need to explore and summarize in creative value. It’s worth thinking deeply about how to combine product needs and product quality. Hozonauto set up a scene library evaluation form based on human beings, cars and environment that focuses on customer experience, customer needs and service satisfaction.

This year is the fifth year that Car Quality Network and Car Research doing research on AQR. The research focuses on consumer perceptions, such as market quality performance, to represent consumers' cognition and attitudes towards quality issues (market quality performance= issues * complaint, the score is related to quality performance). In 2023, the research will include new energy brands and significantly expand the range of plug-in hybrid models, covering 51 mainstream brands, 20 sub-markets, and 139 vehicle models. The research findings show a 28% increase in single- related issues compared to the previous year. Notably, perception-related problems are on the rise, while intelligent vehicle system failures have become more common. On the other hand, power system issues for fuel-powered vehicles and three-electric system issues for new energy vehicles have significantly decreased.

The research also indicates that:

The number of perception-related quality issues has increased more than failure issues, with 1.23 more issues per single compared to 2022. New energy vehicle brands are better than traditional brands, especially seating, intelligent car systems, driving systems, AC and driving assistance; however, they lag behind in exterior design, interior design and powertrain systems when compared to traditional vehicles. Car system problems are mainly caused by frequent freezing and crashes. User complaints often arise from automatic parking assist, lane keeping assist, AEB automatic braking system (Autonomous Emergency Braking) and ACC adaptive cruise control. Users' demands are becoming increasingly explicit with feedback focused on the coverage area of built-in software within the infotainment system as well as assembly processes and operational difficulties faced by female users.

Zhang Yue, senior vice president of Car Research, believed that in the recent three years, the issues and complaints are keep increasing, small issue will cause large complaint and lead to negative public opinion keep emerging. The relationship between the application of new technologies consumer experience is more worthy of enterprise attention.

Car Quality Network and Car Research are also publish the research of 《2023 Intelligent Cabin Quality Situation and Trend》.

The intelligent cabin is currently and will continue to enhance the overall intelligence of vehicles for automotive companies.

The product primarily exhibits seven major characteristics: the same of basic functions and design, innovative screen operation methods, an immersive audio-visual entertainment experience, a new theme focused on health and well-being, personalized programming of the cockpit, rich expansion of hardware types and quantities, as well as precise control through multi-modal fusion interaction. In addition to functionality, users' demand for intelligent cabin products also emphasizes socialization, personalization, self-realization, and other spiritual needs which serve as focal points for enterprises seeking differentiation in competition.

Zhang Zhaohu, senior vice president of Car Quality Network, suggested that the company should enhance the users’ satisfaction of intelligent cabin in two ways. First, solving issues that related to poor basic function. Such as system crashed, freezes, low speech recognition rates and false wake-up. Second, clarifying the core needs in self-realization, respect, social and safety. So that it can develop and iteration functions and to be a brand that understand costumers better.