Recently, CheZhi.com, in collaboration with CnR Data Consulting, unveiled the '2026 China Automotive Net Promoter Score (NPS) Index Research Report.' The report reveals that the automotive industry's NPS index for 2026 reached 32.8, with pure electric vehicles and luxury brands setting the pace. In the respective market segments—luxury, joint venture, domestic, and emerging force brands—Tesla, GAC Toyota, TANK, and NIO emerged as the frontrunners.

The study, a pioneering initiative in 2026, introduced two key innovations to the traditional NPS research methodology. Firstly, it incorporated a communication influence coefficient, calculated as 'willingness to share × opinion influence,' and assigned weighted values to recommenders, neutrals, and detractors. This approach aimed to more accurately reflect the real-world impact of word-of-mouth communication in social networks. Secondly, in addition to random sampling, the study incorporated complaint samples from CheZhi.com to enhance the capture and analysis of negative experiences. The survey encompassed 54 mainstream brands and 130 best-selling models, covering various powertrain types, including fuel, pure electric, and plug-in hybrid/extended-range vehicles.

Analyzing the mention rate of user recommendation motivations, it becomes evident that the top brands in the four market segments surveyed have achieved efficient synergy between brand positioning and product strategy. They have forged differentiated reputation competitiveness by leveraging their core experience strengths.

Tesla achieved a comprehensive index of 61.6, surpassing the luxury brand average by 19.5 points. It consistently delivers 'beyond expectations' experiences through its product definition prowess. At the product level, its minimalist and avant-garde design language has garnered widespread acclaim, complemented by mature three-electric technology, rapid power response, acknowledged body structure safety, and stable and reliable range performance. In terms of intelligent features, Tesla's intelligent driving and in-vehicle interaction experiences lead the industry, exuding a distinct technological aura. Regarding charging infrastructure, its well-established Supercharger network effectively alleviates user range anxiety.

GAC Toyota scored a comprehensive index of 44.6, outperforming the joint venture brand average by 13.9 points. Amidst pressure on joint venture brand market share, GAC Toyota has maintained its stronghold by offering a worry-free experience throughout the entire product lifecycle. Users highly appreciate its core attributes of 'practicality and reliability,' citing low failure rates and minimal issues, along with smooth engine power and excellent noise control. Practically, its space layout and interior details cater to family needs, supported by a well-established after-sales network. Economically, its fuel efficiency leads the industry, and its residual value remains at the forefront.

TANK achieved a comprehensive index of 63.8, exceeding the domestic brand average by 36.1 points. Its success lies in transforming a niche off-road category into a mass market through community culture. At the product level, its body-on-frame construction and intelligent four-wheel drive provide robust off-road capability, coupled with ample power and strong climbing ability. Its interior materials are environmentally friendly and luxurious, with fine workmanship that seamlessly integrates ruggedness and comfort. Technologically and ecologically, leveraging Great Wall's global off-road technology accumulation and the Hi4-T off-road hybrid system, TANK has garnered owner recommendations through its 'TANK Club' community culture and continuous new energy off-road布局 (layout, here it means strategic planning).

NIO scored a comprehensive index of 65.4, surpassing the new force brand average by 28.1 points and also ranking highest among all brands surveyed. Its charging system fulfills service promises through daily experiences. At the product end, users collectively commend its excellent interior workmanship, rich technological configurations, spaciousness, and solid range. The NT2.0 platform's electric drive calibration delivers linear and smooth power performance, accompanied by outstanding cabin texture and quietness experiences. In terms of charging infrastructure, public data indicates that as of August 2026, NIO had established over 4,000 battery swap stations nationwide, transforming the promise of 'worry-free swapping' into a daily reality.

The report suggests that product experience and quality remain the bedrock of reputation, while brand marketing serves as the key variable determining the upper limit of reputation. The four brands that secured top positions have solidified their foundations in differentiated experiences, with trust management in brand communication further widening the gap.

The report recommends that automakers focus on both strengthening trust and deepening value. At the foundational level, establish transparent mechanisms for product iteration and price adjustments, along with compensation plans for existing owners' rights. Strictly adhere to the authenticity of core promotional information, such as intelligent driving and energy consumption. At the advanced level, strengthen public opinion risk management, communicate technological reliability and brand long-term value to opinion leader groups, and leverage professional reputation to drive positive recommendations from high-influence individuals.