Last year, Lincoln ranked first among all luxury brands in J.D. Power’s U.S. Sales Satisfaction Index Study, moving up five spots from its 2019 performance. Just last month, the automaker also topped J.D. Power’s 2021 China Sales Satisfaction Index Study (SSI), thanks largely to its new Effortless Sales Experience online sales platform. Unfortunately, that momentum didn’t carry over to J.D. Power’s recently released 2021 China Tech Experience Index (TXI) Study, as the automaker placed fifth behind a few key rivals.
The TXI study measures innovation in a number of ways. It takes into account owners’ perceptions of 42 different vehicle technologies, how effectively each automaker brings those technologies to market, how well the integration of those technologies is executed, how well owners like them, and the number of problems they face while using them.
This year’s TXI study is based on the feedback of 32,141 owners who purchased their vehicles between June 2020 and March 2021 across 70 cities in China. And while Changan Ford performed fairly well in the mass market segment, Lincoln lagged a bit behind in the luxury vehicle segment with a score of 527 out of 1,000.
That score places it above the segment average of 524 but behind key rivals Mercedes-Benz (550), BMW (534), Porsche (534), and Volvo (529). Overall, the ICE vehicle market scored 492, lagging a bit behind New Electric Vehicle (NEV) startups in China, which posted a combined score of 590.
“There is no doubt that more and more players are getting into the intelligent vehicle field, with both the first mover and the new joiner thriving to grasp the only opportunity to win the new battle,” said Jeff Cai, general manager of auto product practice at J.D. Power China. “The more competitive the field, the more automakers need to delve into user demand and user experience. By investing resources in the areas where users most need, while consistently improving the perceived quality and user experience of the advanced technologies, brands can gain a good footing in the new intelligent vehicle field.”