China’s NEV after-sales service continued to improve in H2 2025, with NIO and AITO holding the top two spots, while Li Auto overtook Tesla to rank third. On February 4, market research firm LandRoads released its Research Report on After-Sales Service Capabilities of NEV Brands in H2 2025. The report covers 31 brands and is based on more than 4,000 valid questionnaires collected from vehicle owners who had returned to authorized service centers within the past six months. It tracks changes in industry after-sales performance across four dimensions: service visit experience, perceived technical quality, satisfaction with service benefits, and recognition of official channels and products. Rankings and service capability scores of various NEV brands in H1 2025 Overall, after-sales service capabilities in China’s NEV sector continued to improve in the second half of 2025, with all sub-indices posting varying degrees of score increases. From a brand perspective, the top tier remained stable. NIO and AITO retained the top two positions, while Li Auto surpassed Tesla to move into third place. Among traditional luxury brands, BMW’s improvements in service visit experience and satisfaction with service benefits helped lift customer recognition of official channels, pushing its overall ranking up to fifth in the industry. Mercedes-Benz continued to lead in perceived technical quality, although there remains room for improvement in service benefits. Looking at individual metrics, the industry average score for service visit experience reached 87.23 points. Ranking of automotive brands based on service visit experience. NIO, with 93.46 points, AITO at 92.85 points, and Li Auto at 91.62 points formed the leading group, supported by strong execution across their service networks. In terms of perceived technical quality, the industry average edged up to 89.31 points. Mercedes-Benz topped the ranking with 95.05 points, followed closely by Tesla and AITO, highlighting differentiated competition between established luxury brands and newer players on technical attributes. Ranking of automotive brands based on satisfaction with service benefits For satisfaction with service benefits, the industry average rose to 84.91 points. AITO and NIO ranked first and second, respectively, with AITO emphasizing consistency in service benefits and NIO maintaining user loyalty through its points system and battery swap privileges. Notably, recognition of official channels and products remained the lowest-scoring dimension among the four, but the average improved to 57.53 points. Ranking of automotive brands based on recognition of official channels and products Leading brands such as NIO, AITO and Tesla are increasingly converting trust built through after-sales service and technological capabilities into higher willingness for renewals and spending on official services. The report concludes that after-sales operations in the NEV sector are shifting away from a phase characterized by high investment to buy satisfaction, toward a more refined stage that emphasizes cost control and long-term trust. For automakers, the next phase of competition will no longer center on simply pouring in resources, but on how to transform after-sales systems into sustainable reputation and value while reducing costs and improving efficiency.
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