The lack of customer service from Chinese automotive companies.
In recent years, the presence of Chinese cars in Mexico has experienced exponential growth. In 2023, these vehicles represented the 20.09% of total sales in the country, with a total of 273,592 units sold, marking a significant increase compared to the 16.78% and 182,253 units of 2022. This rise highlights the growing acceptance of brands like MG, Chirey, and others that have entered with ambitions to capture a substantial portion of the Mexican automotive market.
However, despite this rapid growth, the year 2024 has presented significant challenges for Chinese brands in Mexico, especially in terms of customer service and after-sales support. Although brands like MG and Chirey have managed to capture consumer attention with their competitive models, they face criticism for the quality of their after-sales service. According to the 2024 Mexico Sales Satisfaction Index Study by J.D. Power, Chinese brands received the lowest scores, reflecting issues in customer satisfaction during the purchase and the after-sales service.
Owners of Chinese cars often encounter long waiting times for repairs, primarily due to logistical and bureaucratic obstacles in importing parts. This situation has negatively impacted consumer perception, despite the competitive prices of the vehicles. The frustration among owners is evident, with reported cases of waits of up to four months to obtain essential parts for the repair of their cars.
To address these challenges, Chinese brands are implementing strategies to improve the after-sales experience. A key measure has been the investment in parts distribution centers in Mexico, with the objective of reducing wait times and enhancing the availability of critical parts. Additionally, they are working to strengthen relationships with insurers to streamline repair processes and ensure faster and more efficient service for vehicle owners.
Despite the current obstacles, Chinese brands are committed to improving and meeting the expectations of Mexican consumers. They recognize that the quality of after-sales service is crucial not only to ensure short-term customer satisfaction but also to gain and maintain long-term market confidence.
In this regard, they have adopted a proactive stance to rectify deficiencies, with company leaders from Chirey and GAC expressing their commitment to continuous improvement and optimization of customer service in the country.
In conclusion, although the sales of Chinese cars in Mexico have shown impressive growth, they face significant challenges in terms of after-sales service and customer care. The ability of Chinese brands to overcome these obstacles will be crucial to consolidate and expand their presence in such a dynamic and competitive automotive market as Mexico's.