The 2006 “ ‘Auto Customer Expectation (ACE)’ Survey Results Announcement and Award Presentation Ceremony”, jointly sponsored by the Society of Automotive Engineers of China and SINOTRUST Group, the largest market research and consulting agency in China’s automotive industry, was recently held at the Landmark Towers Hotel in Beijing. Leaders and guests from the Society of Automotive Engineers of China, the China Automobile Dealers Association, National Passenger Car Market Information Association and SINOTRUST group, representatives from over 20 award-winning major automobile manufacturers nationwide and friends from nearly 30 specialized media together witnessed the grand ceremony. There were altogether 43 awards presented during the event. 27 automobile brands from 21 excellent manufacturers won awards. Among these, Camry of Guangzhou Toyota was honored the 2006 ACE - New Car Award and Junjie of Huachen Zhonghua the 2006 ACE - Domestic Brand Award.
SINOTRUST has implemented auto customer satisfaction research for 7 consecutive years. Large-scale customer surveys have been conducted to obtain car owner evaluations on car quality, performance, industrial design, sales and after-sales service. The findings of these surveys have become an important basis for manufacturers to improve their products and services. The "Auto Customer Expectation" survey, jointly sponsored by the Society of Automotive Engineers of China and SINOTRUST Group is currently considered as the most scientific and authoritative auto customer satisfaction measurement and evaluation system in China.
Distinguished guests present at this ceremony included Mr. Shao Qihui, member to the Standing Committee of the CPPCC National Committee and honorary president of the Society of Automotive Engineers of China, Mr. Sun Zumei, honorary president of the China Machinery Enterprise Management Association, Mr. Sun Bohuai, president of the China Machinery Enterprise Management Association, Mr. Fu Yuwu, executive vice president and secretary general of the Society of Automotive Engineers of China, Ms. Ma Lin, vice president and secretary-general of the China Quality Control Association, Mr. Zhang Jinhua, vice director of the China Automotive Technology and Research Center, Mr. Wang Du, vice secretary-general of the China Automobile Dealers Association, Ms. Huang Wuxiu, secretary-general of the China Industrial Design Association, Mr. Rao Da, secretary-general of the China Passenger Car Association, Mr. Su Hui from the Beijing Asian Games Village Automobile Exchange, Mr. Lin Lei, president and co-CEO of the Sinotrust Group, and Mr. Liu Weidong, vice president of the Sinotrust Group.
All expressed their gratitude for the role that SINOTRUST has played in the development of China’s automotive industry and indicated that the ACE survey is a professional and objective customer satisfaction measurement and evaluation system that both conforms to international standards and fits the characteristics of China’s automobile market. The announcement of the survey results reflected in the most direct way the trust and recognition of automobile manufacturer customers and also the confidence of the customer community towards the products and service of the Chinese automotive industry.
In this 2006 ACE survey, SINOTRUST carried out a sampling of car users of various levels nationwide in large, medium and small cities in over 20 provinces, municipalities and prefectures on the basis of scientificity, fairness and objectivity. The effective questionnaires amounted to over 15,000 and the survey lasted for 4 months. The "voices of the users” were widely heard. And integrated satisfaction evaluations are given to 127 major models on the market in terms of performance, design (appearance and interior trim), quality and service, etc... Cars were further divided into 9 classes including mini passenger car, small passenger car, compact passenger car, mid-size passenger car, mid-size premium passenger car, MPV, SUV, mini bus and light bus. A detailed grading criterion was formulated for each evaluation item in each class so that the evaluation results of this survey would have a more practical meaning when customers might use them as reference. For automobile manufacturers, the survey revealed the feelings and expectations of customers and provides effective guidance to manufacturers in the aspects of design, manufacture, sales and service so as to allow them more advantages in market competition.
The ACE survey resulted in better understandings on the features of the Chinese automotive market and closer relations with Chinese customers, which is the most important difference between the ACE survey and other auto customer satisfaction surveys implemented by foreign institutions. This ACE survey system contributes to the gradual development of industrial standards and criteria and promotes the progress of the Chinese automotive industry and the enhancement of its services. It fully understands the psychological features of Chinese automobile customers through a scientific, standardized and complete survey system so as to objectively reflect the evaluations of users and guide their consumption awareness.
About SINOTRUST Automotive Marketing Solutions
SINOTRUST is a leading supplier of marketing solutions in the Chinese auto market, with more than 200 staffers experienced in auto marketing solution services in Beijing, Shanghai and Guangzhou. We provide automotive marketing solutions covering market research services, marketing consulting services and database marketing services through integration of information, technology and services and help automotive manufacturers accurately position their products, define target markets, develop effective marketing and sales promotion, and enhance lasting and profitable customer relationship.
About SINOTRUST
SINOTRUST is a leading supplier of customer management and marketing services in China. We integrate information, services and technology to provide marketing solutions, credit solutions and Internet business information services, helping businesses to develop markets and manage customers. Almost 80% of Fortune 500 with Chinese operations use our various products and services. By now, SINOTRUST has a total of over 700 employees in its offices in Beijing, Shanghai, Guangzhou and Hong Kong.
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