Every service failure carries weight when the brand is still unknown.
Uma montadora chinesa recém-chegada ao Brasil descobre que ambição e presença de mercado não são suficientes para construir confiança — é preciso resolver os problemas das pessoas. A Omoda Jaecoo, com apenas alguns milhares de veículos nas estradas brasileiras, já ocupa o último lugar em reputação entre as marcas chinesas no Reclame Aqui, não por ignorar seus clientes, mas por não conseguir satisfazê-los de forma consistente. É um dilema antigo para qualquer estreante: o momento em que a promessa encontra a realidade, e a realidade cobra seu preço.
- A Omoda Jaecoo respondeu a todas as 106 reclamações recebidas em seis meses — mas resolveu apenas 63,3% delas, revelando uma lacuna perigosa entre atenção e solução.
- Com nota 6,1 no Reclame Aqui, a marca fica abaixo de todas as concorrentes chinesas com avaliação consolidada no Brasil, incluindo BYD, GWM e até a menor GAC.
- O contraste com a BYD é revelador: a líder elétrica acumulou mais de 56 mil reclamações em quatro meses com volume cem vezes maior de vendas — enquanto a Omoda Jaecoo, com apenas 7.219 unidades emplacadas, já enfrenta pressão reputacional desproporcional.
- A empresa reconhece os 'desafios naturais de uma operação em fase inicial' e anuncia a criação de uma equipe dedicada ao pós-venda, mas o tempo para agir antes de uma expansão de escala é limitado.
A Omoda Jaecoo chegou ao Brasil com ambição, mas encontrou um obstáculo precoce: no Reclame Aqui, a plataforma de reclamações de consumidores mais influente do país, a montadora chinesa ocupa a última posição entre seus pares. A empresa respondeu a todas as 106 reclamações recebidas em seis meses — um sinal de engajamento. Mas apenas 63,3% dos problemas foram efetivamente resolvidos, e somente 56,7% dos clientes afirmaram que voltariam a fazer negócio com a marca. Responder não é o mesmo que resolver.
A nota geral da Omoda Jaecoo no Reclame Aqui é 6,1 — classificação 'Regular' pela plataforma. Leapmotor marca 8,7; Geely, 8,6; GWM, 8,3; GAC, 7,4; BYD e JAC empatam em 7,1. A Omoda Jaecoo está sozinha no fundo da lista. O contexto, porém, exige cuidado: a BYD, líder em veículos elétricos no Brasil, recebeu mais de 56 mil reclamações nos primeiros quatro meses deste ano, contra 106 da Omoda Jaecoo. Em 2025, a BYD emplacou 112.814 veículos; a Omoda Jaecoo, 7.219. Quando se vendem cem mil carros, algumas falhas são inevitáveis. Quando se vendem sete mil e ainda assim se ocupa o último lugar, o problema é de execução.
A empresa reconheceu os desafios típicos de uma operação jovem e anunciou a criação de uma equipe dedicada ao pós-venda. Também questionou, com alguma razão, se a métrica do Reclame Aqui captura plenamente a satisfação real dos clientes. Mas empresas costumam questionar métricas quando elas não as favorecem. O risco maior está no timing: sem o volume da BYD, a rede de concessionárias da GWM ou a reputação consolidada da Caoa Chery, cada falha de atendimento pesa mais. O boca a boca é o único capital de uma marca desconhecida — e ele circula nos dois sentidos. A Omoda Jaecoo ainda tem tempo para corrigir o rumo, mas a janela se fecha à medida que a escala cresce.
Omoda Jaecoo arrived in Brazil with ambition and a new-car smell, but it is already facing a reputation problem that could define its future in the market. On Reclame Aqui, the country's most influential consumer complaint platform, the Chinese automaker ranks lowest among its peers—a position that stings more because the company is still so young here.
The numbers tell a story of effort without quite enough payoff. In the past six months, Omoda Jaecoo received 106 complaints and answered every single one. That responsiveness matters. But answering a complaint is not the same as solving it. Only 63.3% of issues were actually resolved. Just 56.7% of customers said they would do business with the company again. The average response time was five days and 21 hours. These are not catastrophic figures, but they are not the foundation you want to build on when you are trying to convince Brazilians to trust a brand they have never heard of.
The company's overall reputation score on Reclame Aqui sits at 6.1 out of 10—Regular, in the platform's language. That puts it below every other Chinese automaker with an established rating in Brazil. Leapmotor, which operates under Stellantis, scores 8.7. Geely, partnered with Renault, hits 8.6. GWM reaches 8.3. Even GAC, a smaller player, manages 7.4. BYD and JAC tie at 7.1. Omoda Jaecoo stands alone at the bottom.
But here is where context becomes crucial. BYD, the electric-vehicle leader in Brazil, has a reputation score only slightly higher than Omoda Jaecoo's. Yet BYD received 56,098 complaints in the first four months of this year alone, compared to Omoda Jaecoo's 106. Last year, BYD registered 112,814 vehicles on Brazilian roads. Omoda Jaecoo managed 7,219. The difference is not just in scale—it is in what scale means for reputation. When you sell a hundred thousand cars, some will break down, some will disappoint, and some owners will complain. The complaints are almost inevitable. But when you sell seven thousand cars and still rank worst among your competitors, the problem is not volume. The problem is execution.
Omoda Jaecoo's leadership understands this. In a statement, the company acknowledged the "natural challenges of an operation in its early phase" and committed to strengthening its after-sales processes and customer service structure. It is creating a dedicated team focused exclusively on post-sale satisfaction. It is also pushing back slightly on the Reclame Aqui metric itself, noting that the platform's ratings reflect response times and workflows within the system, not necessarily whether customers ultimately felt satisfied. That is a fair point. But it is also a company explaining why its score does not fully capture its performance—which is what companies say when their score is lower than they would like.
The real danger for Omoda Jaecoo is timing. It lacks the sales volume of BYD, the established reputation of Caoa Chery, or the dealer network of GWM. In that position, every service failure carries weight. A single bad experience spreads faster when the brand is still unknown. Word of mouth is all a newcomer has, and word of mouth travels both directions. The company has time to fix this—it is early enough that the damage is not permanent. But the clock is running. If Omoda Jaecoo cannot improve its resolution rate and customer satisfaction before it scales up production and sales, it will find itself in a much deeper hole, with far more customers to disappoint and far less goodwill to draw on.
Notable Quotes
The company acknowledged natural challenges of an early-stage operation and committed to strengthening after-sales processes and creating a dedicated post-sale satisfaction team.— Omoda Jaecoo statement
The Hearth Conversation Another angle on the story
Why does a company with only 106 complaints in six months rank worse than BYD, which has tens of thousands?
Because the ratio matters more than the absolute number. BYD's reputation score is barely higher despite handling fifty times more complaints. That suggests BYD has built enough trust and scale that complaints don't define the brand. Omoda Jaecoo hasn't.
But they answered every single complaint. Doesn't that count for something?
It does—it shows they're paying attention. But answering is not solving. Only 63% of problems actually got fixed. That's the real problem. You can respond quickly and still leave people frustrated.
The company says Reclame Aqui's metrics don't reflect actual customer satisfaction. Is that a fair defense?
Partially. The platform does measure response workflows, not final outcomes. But if your response workflow is slow or your resolution rate is low, that's still your fault. You can't blame the thermometer for showing you have a fever.
What happens if they don't fix this before they sell more cars?
They scale the problem. Right now, 106 complaints is manageable noise. But if they grow to BYD's volume with the same resolution rate, they'll have thousands of unhappy customers and a brand reputation that's already damaged. Early reputation is hard to rebuild.
Is there any advantage to being small right now?
Yes. They can still course-correct quietly. They're not yet big enough that every failure becomes a news story. But that window closes fast in the car business.