Lincoln hasn’t performed terribly well in some recent J.D. Power studies, bookmarking a second-place ranking in the 2023 China Tech Experience (TXI) Study with below-average showings in the 2023 U.S. Customer Service Index (CSI) Study and 2023 J.D. Power China Automotive Performance, Execution, and Layout (APEAL) Study. That was unfortunately also the case for Lincoln in the just-released J.D. Power China Customer Service Index (CSI) Study as well, which saw Changan Ford rank below the mass market segment average.
In the latest version of the CSI Study, Lincoln ranked second to last among all premium brands in China with a score of 774 out of 1,000 possible points, ranking it ahead of only Lexus (771), as well as behind Audi (798), Land Rover (786), Cadillac (785), Mercedes-Benz (785), Porsche (784), BMW (780), and Volvo (776).
The China Customer Service Index (CSI) Study measures satisfaction of the owners of one- to four-year-old vehicles with after-sales service at authorized dealers in the past 12 months. Overall, this year’s study found that while overall service satisfaction improved by two points versus last year, reservation, service quality, and service value experienced sharp declines in that regard. Additionally, there’s seemingly a large divide when it comes to the quality of service received by ICE owners in China compared to EVs.
“We find that owners of internal combustion engine (ICE) vehicles in China have higher service expectations and it is becoming more difficult to improve overall satisfaction among this group of owners,” said Ann Xie, general manager of the digital retail consulting practice at J.D. Power China. “With the continuous innovation in service of new energy vehicles (NEVs), such as the digital reservation, service package, membership integrating system, and service benefits. Owners of ICE vehicles have higher expectations for services, and how to further improve service satisfaction has become a challenge.”