China NEV-SSI Study: NIO and Li Auto Rank Highest in Respective Segment

In brand rankings, NIO scored 806 points, ranking first among both premium and Chinese domestic brands; among mass market brands, Li Auto took the top spot with 804 points.

On August 7, J.D. Power released the China New Energy Vehicle Sales Satisfaction Index (NEV-SSI) report.

The study surveyed over 11,000 NEV owners who purchased vehicles between March 2024 and April 2025, covering 81 cities and 61 brands. It evaluated seven key dimensions of the car-buying journey: information gathering, reception, showroom visit, test drive, customer follow-up, purchase plan, and delivery.

According to the report, overall satisfaction among Chinese NEV owners with their purchase experience reached 781 out of 1,000 points — an 8-point increase from the previous year. Notable improvements were seen in the “purchase plan” (+16 points), “customer follow-up” (+10 points), and “delivery” (+9 points) dimensions.

The rankings are as follows:

• Premium brands: NIO ranked first with 806 points, followed by Mercedes-Benz with 788 points.

• Mass market brands: Li Auto topped the list with 804 points, XPeng followed with 800, and Avatr and Zeekr tied for third with 799 points.

• Chinese domestic brands: NIO led with 806 points, followed by Li Auto (804) and XPeng (800).

From a brand segment perspective, mass market brands showed significant improvement, narrowing the gap with premium brands. China’s new emerging brands are progressing across sales, revenue, and customer satisfaction, quickly elevating both market standing and reputation. Among the seven purchasing satisfaction factors, these new forces led in “in-store experience,” “vehicle viewing,” and “customer follow-up.”

The report also highlights that today’s NEV buyers are no longer focused solely on specs and pricing. Instead, they value product experiences tailored to real-life scenarios. When sales personnel introduce vehicle features through relatable contexts like commuting or camping, purchase intent rises by nearly 19% on average. Demand for personalized test drives has also grown, with interest in customized routes increasing nearly 10% year-on-year.

Timing of service follow-up also plays a key role. When a customer is contacted by a sales consultant on the same day they visit a store, satisfaction can rise by 12 points, and conversion rates are 25% higher. In addition, seamless integration of online and offline information significantly boosts transaction efficiency and word-of-mouth marketing.

As Ann Xie, general manager of the digital retail consulting practice at J.D. Power China, noted: “The fundamental transformation of automotive sales services in 2025 has basically come down to adapting to how customers think and what steps they take when buying a vehicle.”