Background on Chinese Car Brands and Their Relevance
Chinese car brands, including Chirey, MG, Changan, JAC, Motornation, and others, have been operating in the Mexican market for over three years. However, they are facing challenges, particularly in customer satisfaction, service quality, and dealership attention compared to their Japanese counterparts like Honda, Nissan, and Mazda.
J.D Power Study Reveals Customer Satisfaction Gap
According to the J.D Power Customer Service Index (CSI) Study for Mexico 2025, Japanese car brands have the highest customer satisfaction with service at dealerships, scoring 899 out of 1000 points. In contrast, Chinese brands lag behind with a score of 827 points, making them the lowest in this category. Italian brands follow closely with 838 points.
Key Factors Affecting Chinese Brands’ Performance
Gerardo Gómez, General Manager of J.D Power Mexico, emphasizes that low-priced vehicles are not enough for Chinese brands to overcome their current struggles. He highlights that customer service, post-sale quality, and consultation are crucial for Chinese brands to improve their standing.
Customer Satisfaction and Loyalty Metrics
The study, which surveyed 6,683 participants (836 luxury car owners and 5,847 volume brand owners) from November 2024 to July 2025, found that only 49% of Chinese car brand owners intend to return to the dealership for service, marking the lowest loyalty rate among all brands and 13 percentage points below the industry average.
Moreover, dealer loyalty has dropped by 35% according to the study’s findings.
Customer Experience with Chinese Brands
Although Chinese brands have been known for offering lower service post-sale incentives, customer satisfaction has not improved accordingly. Chinese car owners spend less on service but experience lower satisfaction and loyalty levels.
- Lower Service Costs: Chinese car owners spend the least on service compared to other brands.
- Lower Satisfaction: Despite lower costs, overall satisfaction among Chinese car owners is 827 points, which is 58 points below the sector average of 885.
- Lower Loyalty: Only 49% of Chinese car owners express intent to return to the dealership for service, which is 13 points below the industry average.
Conclusion
Chinese car brands in the Mexican market must prioritize customer service, post-sale quality, and consultation to improve their standing against Japanese competitors. The current gap in customer satisfaction, service quality, and dealer attention poses a significant challenge for these brands.
