Days ago, the AutoHome 2015 New Passenger Vehicle Quality Report, produced by the authoritative auto internet medium AutoHome (Research Center) and the world-leading market research group Ipsos Auto, was released. According to the Brand Chapter in the Report, the Qoros brand of Chery receives 159 scores, far ahead of other Chinese brands, and takes the No. 1 position among all the Chinese brands. And Chery is also in the leading position in terms of the new model quality performance among all the Chinese brands. To be specific, Chery ranks the 5th place with its scores standing at 334, or 109 scores higher than the average score in the segment market. Surprisingly, Qoros not only occupies the top position among the Chinese brands, but also ranks the 1st place in terms of scores even among the JV brands, higher than Audi, BMW, Mercedes Benz and other luxury brands.
Since the strategic transformation in 2010, Chery has optimized and reconstructed its 9 operating systems, including the R&D, procurement, manufacturing and marketing service, etc. In particular, it has established the product forward R&D system and process in compliance with the international standard, thus greatly improving the system capacity and upgrading the new model quality considerably. The indicators including the number of problems in 1 month, 6 months and 9 months after using the new model are in the leading position among those of Chinese brands and even exceed those of many JV brands. In the AutoHome New Vehicle Quality Report 2014, the Arrizo 7, Tiggo 5 and Tiggo 3 rank the 1st place in the same-class Chinese brands and even match the performance of JV brands.
And the excellent performance of Qoros auto products, in a direct way, proves the success of the innovative JV pattern. As the non-conventional JV enterprise established jointly by Chery and Israel Corp., Qoros Auto breaks through the limit of conventional thinking mode, thus making the product development pattern featuring starting from scratch and eventually creating world-leading quality in the Chinese market. And Qoros Auto’s thinking and pattern of developing the brand-new platform and product by following the international routine and standard model have helped improve the forward R&D system of Chery. If we also consider the near-top ranking of Chery Jaguar Land Rover new model in terms of quality performance, we can find the Greater Chery brand structure established by Chery, Qoros and Chery Jaguar Land Rover has presented the combined brand strength of coordinated development and overall improvement.
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Overview of AutoHome Data Research Center
AutoHome Research Center was established in January 2009. Relying on the largest auto Internet database platform in China, it makes big-data analysis of auto and Internet industries, thus becoming the consumption observer and business management and operation consultant in auto industry. After 6-year constant tracking, it can analyze the browsing history of 7.9 million consumers per day in 34 provincial administrative regions in China, as well as the behavioral data of over 600,000 real-life car owners. The analyzed samples cover more than 30% auto consumers in China, thus providing robust data support for in-depth study of auto consumptive trend and behavior.
Overview of Ipsos
Ipsos, the world leading market research group, was established in Paris of France in 1975 and went public in 1999 also in Paris. It is the world’s third largest market research group solely owned and managed by professionals. Ipsos went into China in 2000. Till today, it has become the largest market research company in China. Ipsos boasts rich professional research product lines and great professional strength, with its research fields covering ads and brand studies, marketing study, media study, public affairs and social studies, satisfaction and loyalty studies, data collection and processing, auto study, financial and service studies. Ipsos focuses on auto industry, fully considers the Chinese consumers and the market situation, and provides holistic consultancy & research service. It is one of the largest auto research organs in China.
