China's increasingly competitive automotive market is shifting from a battle of brands and products to a contest of customer experience, with new energy vehicle brands establishing a clear lead over traditional internal combustion engine manufacturers, according to a new study by J.D. Power.
NEV brands scored 797 points on average in the 2026 China Purchase Experience Index, outperforming ICE brands by 13 points. Premium NEV brands achieved the highest score of 811, surpassing premium ICE brands, which scored 788.
The 2026 China Purchase Experience Index is based on responses from 9,093 vehicle owners across 81 major Chinese cities who purchased their vehicles between June 2025 and January 2026.
The findings suggest that electrification has not only reshaped China's vehicle market but is also redefining consumer expectations during the purchasing process.
"In the past four years, customer purchase experience in China has improved by 25 points overall, and basic service standards have largely been met," said Ann Xie, managing director of Automotive Service Solutions at J.D. Power China.
