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Car Purchasing Process - China - October 2016

“A budget car, within the price range of RMB 100,000 – 150,000, which has large inner space, with satisfactory high-tech features, will pretty much be a successful model in China. But there is more to it. Car buyers in different life stages and with different purchase schedules vary in their preferences. For both manufacturers and marketers, the breakthrough point lies in reinforcing advanced driving techniques.”  

– Aaron Guo, Senior Analyst, China

This report is looking at the following issues:

  • How far can internet-based car manufacturers go?
  • Who is driving sales of SUVs?
  • What are the differences between car buyers in China and those overseas?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
              • Figure 1: China new passenger car market sales volume forecast, 2011-21
            • Companies and brands
              • Figure 2: Market shares of auto brands in mainland China, by sales volume of passenger cars, 2014-15
            • The consumer
              • Figure 3: Car purchase price, by first-time and replacement car buyers, July 2016
              • Figure 4: Car feature preference, July 2016
              • Figure 5: Driving technology preference, July 2016
              • Figure 6: Car purchasing influencing factors, July 2016
            • What we think
            • Issues and Insights

              • How far can internet-based car manufacturers go?
                • The facts
                  • The implications
                    • Who is driving sales of SUVs?
                      • The facts
                        • The implications
                          • What are the differences between car buyers in China and those overseas?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Sales volume of new passenger cars to reach 37 million in 2021
                                  • Different situations for different segments
                                    • Policy as the major market driver
                                    • Market Size and Forecast

                                      • The struggling new passenger car sales market
                                          • Figure 7: China new passenger car market sales volume forecast, 2011-21
                                        • Declining basic passenger car market
                                          • Figure 8: China new basic passenger car market sales volume forecast, 2011-21
                                        • Strong growing SUV segment
                                          • Figure 9: China new SUV market sales volume forecast, 2011-21
                                        • Stagnated MUV market
                                          • Figure 10: China new MUV market sales volume forecast, 2011-21
                                        • Second-hand car segment
                                          • Figure 11: Comparison of sales volume of second-hand and new passenger cars, 2010-16
                                      • Market Drivers

                                        • The relaxation of the one-child policy
                                          • Tax adjustments
                                            • Figure 12: 2016 automobile consumption tax rate
                                          • New energy cars
                                            • Figure 13: Sales volume of new energy cars in China, 2011-16 (est)
                                          • SUV market differentiation
                                            • Figure 14: Share of sales volume of different types of SUVs, Jan-Aug 2016
                                          • Car-purchasing limitations
                                            • Figure 15: Car-purchasing limitations by city
                                          • Auto e-commerce
                                            • Figure 16: Auto e-commerce platforms
                                          • Sharing transportation
                                          • Key Players – What You Need to Know

                                            • The preference for SUVs is reshaping the competition
                                              • The battle between internet firms and traditional car makers
                                                • Using high-tech methods to demonstrate high-tech features
                                                  • Market Share
                                                    • Market leader Volkswagen is losing share
                                                        • Figure 17: Market shares of auto brands in mainland China, by sales volume of passenger cars, 2012-16(est)
                                                      • Local brands break through
                                                        • Figure 18: Top 10 SUV models in 2015, by sales volume
                                                    • Competitive Strategies

                                                      • Ambitions of domestic internet companies
                                                          • Figure 19: A fleet of NextEV electric cars
                                                          • Figure 20: Concept of FFZERO1
                                                        • Reactions of leading traditional manufacturers
                                                          • Figure 21: A Volvo XC90s for ‘Driveme’ project
                                                          • Figure 22: A modified Ford Fusion on the road
                                                        • The visions of local car makers
                                                        • Who’s Innovating?

                                                          • Augmented reality comes into showrooms, better than visual reality
                                                            • Meet a more unique occasion, in a more unique way
                                                              • Figure 23: Create Zone of TRON Realm in Chevrolet Digital Challenge
                                                              • Figure 24: Cadillac’s fish tank hotspot in Xintiandi
                                                              • Figure 25: A Volvo S60L police car during G20
                                                            • High-tech feature as the core of the commercial, one at a time
                                                              • Figure 26: Screen shots of Audi’s commercial
                                                            • WeChat as the landing channel, with more features coming
                                                              • Figure 27: Screen shots of Lincoln’s official WeChat account
                                                              • Figure 28: Lincoln’s Weibo posts are attached with QR code of its WeChat account
                                                          • The Consumer – What You Need to Know

                                                            • A trading up trend
                                                              • Bigger and smarter
                                                                • Return to the basics
                                                                • The Consumer – Car Purchase Plan

                                                                  • Tighter purchase schedules for families
                                                                      • Figure 29: Car purchase plan, by car ownership, July 2016
                                                                    • A trading up trend of car buyers
                                                                        • Figure 30: Car purchase price, by first-time and replacement car buyers, July 2016
                                                                    • The Consumer – Car Feature Preference

                                                                      • The bigger, the better
                                                                          • Figure 31: Car feature preference, July 2016
                                                                        • The basic need of first-time car buyers
                                                                          • New technology introduction is critical for on-the-edge car buyers
                                                                              • Figure 32: Car purchase price, by selected preferred car features, July 2016
                                                                            • A unique taste for small cars
                                                                            • The Consumer – Driving Technology Preference

                                                                              • Safety before comfort
                                                                                  • Figure 33: Driving technology preference, July 2016
                                                                                • Demands vary with driving experience
                                                                                  • Demands vary with car feature preference
                                                                                      • Figure 34: Selected driving technology preference, by car feature preference, July 2016
                                                                                  • The Consumer – Car Purchasing Influencing Factors

                                                                                    • Product-related aspects are more important than external influences
                                                                                        • Figure 35: Car purchasing influencing factors, July 2016
                                                                                      • Frustrated on-the-edge car buyers
                                                                                          • Figure 36: Car purchasing influencing factors, very important, by car buyer groups, July 2016
                                                                                      • The Consumer – Attitudes towards Car Purchasing

                                                                                        • Car buyers are expecting intelligent cars
                                                                                            • Figure 37: Attitudes towards car purchasing, artificial intelligence vehicle related statements, July 2016
                                                                                          • First-time car buyers are cautious about social media campaigns
                                                                                              • Figure 38: Attitudes towards car purchasing, approach method related statements, July 2016
                                                                                            • Car buyers refuse to sacrifice experience for budget
                                                                                                • Figure 39: Attitudes towards car purchasing, price and replacement related statements, July 2016
                                                                                              • Entry level luxury car versus mid-to-high level normal brand car
                                                                                              • The Consumer – Meet the Mintropolitans

                                                                                                • Superior demands on car features
                                                                                                  • Figure 40: Selected car feature preference, MinTs versus Non-MinTs, July 2016
                                                                                                • Non-Mintropolitans are the key targets for budget cars
                                                                                                    • Figure 41: Car purchase price – CHAID – Tree output, July 2016
                                                                                                • Appendix – Market Size and Forecast

                                                                                                    • Figure 42: Total sales volume of new passenger cars, 2011-21
                                                                                                    • Figure 43: Sales volume of new sports utility vehicles, 2011-21
                                                                                                    • Figure 44: Sales volume of new multiple use vehicles, 2011-21
                                                                                                    • Figure 45: Sales volume of new basic passenger car, 2011-21
                                                                                                • Appendix – Methodology and Abbreviations

                                                                                                  • Methodology
                                                                                                    • CHAID analysis
                                                                                                      • Figure 46: Car purchase price – CHAID – Table output, July 2016
                                                                                                    • Fan chart forecast
                                                                                                      • Abbreviations

                                                                                                      Companies Covered

                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                      Car Purchasing Process - China - October 2016

                                                                                                      US $3,990.00 (Excl.Tax)