Research Background

  • A leading car manufacturer intended to explore improving their global after-sales service potential for car lines. They generated a number of implementation ideas and wanted to check the preference from their lost customers. They were also looking for areas where those ideas could be enhanced.

Research Methodology

Phase 1

  • 3 focus group discussions each lasting 3 hours

Phase 2

  • 3 focus group discussions each lasting 2 hours

City Coverage

  • Shanghai

Target Audience

  • Good spread of car owner segments
  • 100% Men
  • All between 30 and 65 years old with a good spread
  • Ensure a good spread of family (with/without children) & working situations
  • All are the main driver of their car
  • In each group:
    • 50% who have been owning their car for 2 to 4 years
    • 50% who have been owning their car for 5 to 9 years
    • Good spread of the car residual value/trade-in value
  • All are responsible for deciding where to take their car for maintenance/repair
    • All recognize this car brand auto center but are either mixing with other places (independent car workshop/garage) or are lapsed users
  • All have taken their car for maintenance (e.g. check-up, oil change…) or wear (e.g. change of tyres…) in the past 6 months
  • All open, creative, articulate

Research Results:

UniqueView conducted all the fielding for this project and the research results helped our client understand:

  • the China after-sales market from the perspective of their lost customers
  • guidelines for the implementation strategy of their after-sales service in China going forward