In recent years, the commercial vehicle market in China has experienced strong growth, with increasing demand for trucks and other commercial vehicles. As competition intensifies, major manufacturers have not only focused on improving product quality and reducing costs but have also invested heavily in building their own service brands. The competitive landscape is shifting from a focus solely on product quality and price to a more balanced emphasis on both quality and customer service. It’s becoming increasingly clear that service is now one of the key differentiators that help leading manufacturers secure a dominant position in the market.
The evolution of customer service has taken on a more sensory and experiential dimension. This year, various manufacturers have launched creative service initiatives. For example, Foton Light Trucks introduced a “car change†campaign, offering services like warranty, maintenance, and repair under its “three guarantees†policy. Jiangling held summer promotions, offering discounts on air conditioning repairs, while JAC Light Trucks organized a service skills competition for its network of service providers. These efforts are making customer service more diverse and engaging, allowing consumers to experience a more personalized and comfortable journey throughout the purchasing process.
However, despite these developments, many vendors still focus primarily on after-sales services rather than providing a full-service experience covering pre-sales, sales, and after-sales. Additionally, the internal strength of service networks often lacks refinement, resulting in inconsistent service quality across the board. Jianghuai Automobile, however, stands out as a leader in delivering comprehensive service. Its approach goes beyond basic free maintenance or discounted repairs—it emphasizes continuous improvement in service delivery.
Jianghuai’s service representatives stress that nearly half of car sales today come from word-of-mouth and referrals. To maintain this momentum, the company sees service as a critical factor in enhancing product competitiveness. By strengthening its customer service capabilities, Jianghuai aims to address core issues and provide a more seamless and satisfying experience for users.
To achieve this, Jianghuai recently launched a Service Skills Competition aimed at elevating the overall level of its maintenance and service system. The initiative seeks to build a top-tier service team and improve the quality and efficiency of its service network. According to a company representative, the current multi-tiered sales model in China often leads to uneven service quality due to a lack of management expertise among dealers. Only by strengthening internal service capabilities can companies truly deliver consistent and high-quality service to customers.
As the market evolves, buyers are becoming more rational in their purchasing decisions. Beyond quality and price, customers now place greater importance on the overall service experience. One user shared, “I choose a manufacturer based on the quality of service they offer. When I had an issue, some companies responded quickly and provided detailed support. JAC and Dongfeng are known for their excellent service, which is why our drivers prefer their products.â€
In response to this trend, companies must continue to enhance their service capabilities alongside product quality. Jianghuai, for instance, ensures that each vehicle undergoes rigorous testing before reaching the market, guaranteeing high-quality products that bring peace of mind to customers. These added service benefits significantly increase the value of the product for end users.
Experts agree that focusing on customer service and adding value have become essential for the future of the commercial vehicle industry. Companies like Jianghuai are setting the pace, launching innovative service programs that not only strengthen their brand but also deliver real value to customers. As the market continues to grow, it's clear that paying close attention to customer needs and continuously improving service will be crucial for long-term success in the commercial vehicle sector.
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