Compared to the second half of 2024, overall industry after-sales performance slightly declined. However, emerging EV brands continue to dominate the top ranks, thanks to high investment and superior service network management.
As 2025 unfolds, competition in the new energy vehicle (NEV) sector has extended beyond front-end delivery to after-sales service. The newly released “2025 H1 NEV Brand After-Sales Service Capability Study” by LandRoads offers a consumer-focused perspective on how different brands are performing in the post-delivery stage.
The report surveyed over 3,500 NEV owners and evaluated 29 mainstream EV and legacy brands across dimensions such as after-sales return visit experience, technical service quality, user benefits, and recognition of official brand channels. Only the top 14 ranked brands were published.
According to the overall scores, new players continue to outperform legacy automakers. NIO maintains its lead with a slight drop in score compared to last year, still benefiting from its refined service processes and strong customer retention. AITO jumps to second place thanks to rapid network expansion and its service reputation. Xiaomi, with growing deliveries and a more rational user base, climbs into the top three.
In contrast, traditional luxury brands are falling behind. Despite their technical legacy, brands like Mercedes-Benz, BMW, and FAW-Audi are losing ground due to reduced service network scale and an inability to adapt to the fast-paced NEV service expectations.
In the After-sales Return Visit Experience category, NIO leads with 96.48 points, praised for both standardization and delightful user surprises. AITO (92.47) and Li Auto (92.06) follow, with AITO receiving positive feedback for perks like free window tinting and extended-hour services.
In Technical Quality Perception, Tesla tops the chart with 95.55 points, thanks to its remote diagnostics and real-time assistance. Mercedes-Benz comes in second for its consistent repair service quality, and Li Auto wins trust through transparent workflows and clear service commitments.
In the Service Benefits Satisfaction category—a highly sensitive metric—the overall satisfaction saw a slight dip. AITO takes first place (95.53) with its innovative roadside assistance sharing feature. NIO maintains competitiveness via loyalty points and at-home services, ranking second. Xiaomi ranks third with 89.78.
The Official Product and Channel Recognition score averaged just 55.27, noticeably lower than other dimensions. This metric primarily measures users’ recognition when engaging in renewal, package purchases, and mall transactions through official brand channels. While Xiaomi, NIO, and AITO continue to lead in this area, their scores remain relatively low, indicating that users are becoming more cautious in their spending and increasingly sensitive to platform pricing and service bundles.
For automakers, after-sales is no longer just about fixing cars—it’s a strategic tool for building trust and customer retention.
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