This period’s significant NPS rebound is attributed to a rise in the share of Promoters and a concurrent drop in the share of Detractors.
LandRoads released the “NeEV Brand NPS Research Report for the Second Half of 2025.”
It should be noted that this survey was conducted exclusively among actual vehicle owners, comprehensively calculating their overall satisfaction and likelihood to recommend.
Overall Industry Performance
From an industry-wide perspective, after multiple periods of downward fluctuation since the second half of 2023, the average NPS for new energy vehicle brands showed a significant rebound in this period. The industry average NPS for the second half of 2025 was 59.1, an increase of approximately 4.2 percentage points from the first half of this year, though it still lags behind the figure from a year ago (the second half of 2024).
In terms of reputation structure, this rebound primarily stems from an increase in the proportion of “Promoters” and a simultaneous decrease in “Detractors”: the Promoter ratio rose by about 2 percentage points to 67.2%, while the Detractor ratio fell by about 2 percentage points to 8.1%.
NPS by Brand
Looking at specific brands, among the over forty new energy brands for which NPS could be calculated, half showed clear positive movement. The top five brands by NPS ranking are: AITO, Tesla, Firefly, NIO, and Li Auto.
AITO achieved an NPS of 82.5, ranking first in the industry and being one of only two brands with an NPS exceeding 80 in this period. In the first half of this year, while AITO was in a product refresh phase and the survey sample consisted mainly of existing owners, its brand NPS remained at the forefront of the industry, demonstrating strong stability in its user base.
From a model structure perspective, the flagship model, the AITO M9, remains the core driver of the brand’s NPS, continuing to hold the top position in the model NPS ranking for this period.
Simultaneously, the AITO M8, currently a popular high-end model in the market, shows NPS performance very close to the M9 and has become a significant new force boosting the brand’s overall recommendation level.
Tesla achieved an NPS of 80.6, ranking second in the industry. Looking back over data from the past three years, Tesla’s NPS has never fallen below 70, consistently operating within the high range of 70-80+, showing remarkable sustainability.
Tesla’s product line is highly focused, with its two core models, the Model 3 and Model Y, forming the primary support for the brand’s NPS. The newly launched Model Y L also falls within a relatively high NPS range, providing positive reinforcement to the brand’s overall recommendation score.
The third place is Firefly, with an NPS of 79.4.
From a product perspective, Firefly currently has only one model on sale, focused on a relatively niche market segment, resulting in a concentrated user profile and relatively clear expectations.
The final results show that Firefly does not have a single outstanding dimension significantly above the industry average across the eight recommendation metrics, but it performs slightly above the industry average in multiple areas including product experience, user word-of-mouth, after-sales service, price management, and brand tier.
NIO’s NPS showed a significant rebound in this period.
In the previous survey, influenced by a phase of negative public sentiment, the recommendation willingness of some owners was subdued. In this period, as the external environment stabilized and brand confidence gradually recovered, NIO’s overall recommendation level showed a clear rebound trend.
The launch and market performance of the all-new ES8 played a key role in the recovery of the brand’s reputation.
Xiaomi Auto’s NPS for this period is 65.4, a noticeable decline of approximately 8.5 percentage points from the previous period.
From an external environment perspective, negative public discourse surrounding Xiaomi has increased significantly this year, leading to a phase of deteriorating overall sentiment, which is directly reflected in users’ recommendation hesitation structure.
Data from this period further indicates that, apart from “sales performance,” Xiaomi did not establish a significant recommendation advantage above the industry average in other dimensions. This change is an important manifestation of the diminishing marginal effect of the initial “fan buzz” and forms the background for the NPS decline in this period.
NPS by Model
Looking at the overall model NPS ranking, the top five models are: AITO M9 (89.2), AITO M8 (88.7), NIO ES8 (86.0), NIO ES6 (83.3), and bZ3X (83.2).
It is evident that the top of the list is dominated by mid-to-large and large SUVs, with models positioned in the premium and mid-to-high-end segments holding a clear advantage.
Beyond the aforementioned top five models, several newly launched models performed exceptionally well in NPS, including the Li i8 (88.1), Zeekr 9X (87.8), and Li i6 (83.3).
Segment Rankings:
- Large SUV Market: Top five by NPS: AITO M9 (89.2), AITO M8 (88.7), NIO ES8 (86.0), Denza N9 (82.1), Lynk & Co 900 (81.1).
- Mid-to-Large SUV Market: Top five by NPS: Xiaomi YU7 (81.0), Li L7 (77.9), Fangchengbao 8 (74.4), Voyah FREE (73.4), Leapmotor C16 (72.9).
- Mid-size SUV Market: Top five by NPS: NIO ES6 (83.3), Tesla Model Y (81.3), AITO M5 (78.4), Xpeng G6 (72.5), NIO EC6 (71.4).
- Compact & Smaller SUV Market: Top five by NPS: bZ3X (83.2), Fangchengbao Tai 3 (79.5), Menglong (72.6), BYD Yuan UP (68.8), Lynk & Co Z20 (68.4).
- Mid-to-Large Sedan Market: Top five by NPS: Nissan N7 (68.4), IM L6 (66.7), Xpeng P7+ (61.8), BYD Han EV (61.2), Xiaomi SU7 (60.1).
- Mid-size Sedan Market: Top five by NPS: Tesla Model 3 (78.7), Zeekr 007 GT (78.3), BYD Qin L DM-i (75.3), BYD Sealion 06 EV (70.0), NIO ET5 (68.8).
- Compact & Smaller Sedan Market: Top five by NPS: Firefly (79.4), BYD Sealion 05 DM-i (75.4), Xingyuan (72.7), MINI COOPER (67.9), MONA M03 (63.8).
- New Energy MPV Market: Top five by NPS: Voyah Dreamer (78.5), Buick GL8 PHEV (74.2), GWM Wey Gaoshan (70.0), Li MEGA (67.6), Denza D9 (60.9).
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