According to the 2024 China Automotive Aftermarket Annual Development Report, the types of companies that directly provide services to consumers in the automotive aftermarket include car companies, dealers, independent third-party stores, parts brands with aftermarket business, and consumer goods stores that are not mainly engaged in in-vehicle business.
Tesla took the lead in introducing the direct after-sales model, which completely changed the traditional after-sales service channel. Under this model, the car company directly invests in and operates a service center that is responsible for the after-sales service of the vehicle. Tesla's after-sales service system consists of four main parts: a physical service center, a self-operated sheet metal painting center, a virtual service center, and 400 customer service.
Tesla's innovative service model
Different from traditional after-sales service, Tesla first communicates through an online platform to diagnose vehicle problems after receiving the owner's needs. This practice not only increases efficiency, but also reduces unnecessary face-to-face contact. In addition, Tesla's assessment standards for after-sales specialists and maintenance masters are based solely on customer satisfaction, avoiding the product promotion phenomenon common in traditional after-sales service, thereby improving the customer experience.
The importance of online channels
Under the direct sales model, car companies are paying more and more attention to the construction of online channels. The official website and App/Mini Program are the main online service platforms. The official website provides information push, online car purchase (including second-hand cars), auto financial services, etc.; The App and Mini Program further provide car owners with a series of services such as purchasing car supplies, making appointments for maintenance or roadside assistance, and modifying and upgrading.
Figure: Adjustment of sales models and dealer management models of some mainstream car companies
Adaptability of new energy brands
New energy brands are particularly suitable for the use of the direct after-sales model. Due to the existence of the "three-electric lifetime warranty" policy, the after-sales service of new energy vehicle owners almost completely depends on the corresponding car companies, which makes the major new energy vehicle companies have a strong customer lock-in ability. According to AC Auto's statistics, by 2023, 12 independent automakers have followed this policy. On this basis, the leading new energy vehicle companies continue to expand their after-sales service value chain. For example, Tesla has launched color body wraps for the Model 3 and Model Y, NIO has entered the tire business, and SAIC Volkswagen plans to open 200 customization centers.
Adjustment of marketing strategy
Although the direct sales model has helped new energy brands, especially new power brands, better control their brand image and provide standardized services in the past, as the market matures, more and more new energy vehicle companies have begun to adjust their strategies and return to or increase the authorized dealer model to cope with financial pressure. For example, some car companies choose to outsource part of their after-sales service to authorized dealers to reduce the burden when they are short of funds.
Development of the retrofitting business
More and more car companies are gradually incorporating modification into the sales and after-sales system. Foreign brands such as German and Japanese auto companies started earlier in this regard and have established mature tuning brands. In China, many car companies such as SAIC MG, SAIC-GM-Wuling, and FAW-Volkswagen are also actively exploring after-sales modification services. According to Autohome's research data, more than 15 car companies have carried out modification business relying on channels such as 4S stores, directly operated stores and online shopping malls to meet consumers' one-stop needs from purchase to modification.
Through these measures, NEV companies have not only improved customer satisfaction, but also enhanced market competitiveness and achieved comprehensive coverage of the service chain.
