On July 1, the authoritative automotive market information and consulting service agency, J.D. Power, released the “2024 First Half New Energy Vehicle Brand Health Research.” The report shows that NIO performed excellently in multiple key indicators such as brand awareness, brand preference index, and net promoter score (NPS). NIO’s brand strength continues to rise, and its brand health continues to improve, reflecting the high recognition from users and consumers for NIO.
About the “2024 First Half New Energy Vehicle Brand Health Research”
J.D. Power is a professional service organization providing comprehensive market information and consulting services based on automotive market data. It focuses on terminal market research, aftermarket research, and brand and user research. Since 2021, J.D. Power has continuously conducted five studies on the health of new energy vehicle brands, aiming to understand the changes in the brand landscape from a long-term perspective, explore brand value, and provide references for the development of the new energy market.
This “2024 First Half New Energy Vehicle Brand Health Research” involved a one-month survey covering more than 6,700 new energy vehicle owners in 265 cities, spanning 64 mainstream new energy vehicle brands. All participating users are real users of mainstream domestic charging apps. To ensure the fairness and accuracy of the survey, the number of users participating in the survey for each brand was proportionally distributed according to the sales share of new energy vehicle models in the Chinese passenger car market from May 2023 to April 2024.
In today’s highly competitive new energy vehicle market, brand value plays an increasingly important role in consumer car purchase decisions. The release of this research result reflects the current recognition of various brands by new energy vehicle consumers, providing important guidance for evaluating brand health. It also comprehensively reflects that brand image is crucial for the sustainable healthy development of new energy vehicle companies.
Brand Awareness
NIO ranks in the first tier
Brand awareness refers to the proportion of users who express “recognition” of the brand when the brand name and logo are presented. Among the 64 brands surveyed, NIO ranks in the first tier with 95% recognition, demonstrating leading brand awareness and influence.
Brand Preference Index
NIO ranks first
The brand preference index refers to the number of people out of 100 who might like the brand, analyzed comprehensively through the indicators of awareness × familiarity × reputation. NIO ranks first with a high score of 49, becoming the most likely new energy brand to be favored by the public.
Net Promoter Score
NIO ranks at the forefront
The Net Promoter Score (NPS) measures user satisfaction and brand loyalty regarding car purchase and usage experience. Data shows that NIO’s net promoter score exceeds 80%, ranking first among brands not affected by the “new car effect” (“new car effect” refers to the characteristic that users show general satisfaction and support for the brand and product in the early stages of delivery of new models). This demonstrates high user satisfaction and willingness to recommend. In the performance of specific models, NIO ET5 ranks first in the sedan category with a net promoter score of 84.8, while NIO ES6 ranks in the top three in the SUV category.
Brand Grade Index
NIO is positioned in the “high-end brand” camp
From the industry average index, while the overall grade of new energy vehicle brands continues to decline, NIO has firmly established itself as a “high-end brand” in the minds of consumers and users with its beyond-expectation brand experience, leading product performance, and high-quality user service. This further demonstrates that NIO’s brand positioning and image are widely recognized in the market.
Brand Development Confidence Index
NIO significantly improved
The Brand Development Confidence Index reflects the market’s optimism about the brand’s development. In the first half of 2024, NIO’s Brand Development Confidence Index has significantly improved, ranking in the “strong confidence” category. This is a testament to NIO’s long-term efforts and persistence, showing the market and consumers’ recognition and optimistic expectations for NIO’s sustainable development.
NIO will continue to focus on innovation and user experience, promote the healthy development of the brand, and strive to realize the vision of Blue Sky Coming as soon as possible.
Source: WeChat Public Platform (July 8, 2024)
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