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Car Usage Habits - China - April 2015

“Today’s car drivers not only drive for family occasions but also have desire to drive for self-indulgence and self-entertainment, which is mainly because they perceive driving as a way to gain fulfilment as well as an approach to relieve pressure. Therefore, marketing to them not only means providing them with functional benefits to fill the gap between current car models and their needs, but is also about understanding why they have those requirements.

With fierce competition in the market, car marketers not only need to create more appealing stories and use them to impress consumers, but also need to make their marketing approaches less intrusive and more interactive. There is also a new and untapped opportunity for brands to catch consumer attention by addressing health problems associated with overuse of cars.”

– Yujing Li, Senior Research Analyst

In this report Mintel answers the following key questions:

  • How do consumers use their cars?
  • How do consumers feel about driving?
  • Is there any opportunity for brands in terms of marketing?

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • Car usage occasions
                • 70% of car owners have done 1-2 day’s trip
                  • Figure 1: Car usage occasions, December 2014
                • More than half of car owners use cars on at least seven occasions
                  • Figure 2: Repertoire analysis of car usage occasions, December 2014
                • Different car usage habits of young consumers may influence final purchase
                  • SUV owners use their cars for more occasions
                    • Figure 3: Repertoire analysis of car usage occasions, by type of car owned, December 2014
                  • Feelings about driving
                    • High earners and parents think driving expands their social circle
                      • Figure 4: Consumer sentiment about driving cars, by demographics, December 2014
                    • High earners are more likely to see driving as a way to relieve pressure
                      • Figure 5: Consumer sentiment about driving cars, by household income, December 2014
                    • Car owners are more likely to feel fulfilled rather than excited when driving
                      • Figure 6: Consumer sentiment about driving cars, December 2014
                    • Consumer segmentation
                      • Key issues
                        • Using family sentiment to evoke consumers instead of introducing functions directly
                          • Heavy car usage indicates more attention to safety and comfort
                            • Collaborating with travel industry to deepen brand influence
                              • Making online campaign less intrusive in car advertising
                                • What we think
                                • Issues and Insights

                                    • Using family sentiment to appeal to consumers instead of functions
                                      • The facts
                                        • The implications
                                          • Heavy car usage indicates more attention to safety and comfort
                                            • The facts
                                              • The implications
                                                • Collaborating with travel industry to deepen brand influence
                                                  • The facts
                                                    • The implications
                                                      • Making online campaign less intrusive in car advertising
                                                        • The facts
                                                          • The implications
                                                          • Trend Application

                                                              • Who are the Joneses?
                                                                • Immaterial World
                                                                  • Many Mes
                                                                  • The Consumer – Trends in Car Ownership

                                                                    • Key points
                                                                      • Ownership of Japanese brands growing fast
                                                                        • Figure 7: Types of car already owned, by brand, August 2013 and December 2014
                                                                        • Figure 8: Japanese brands ownership, by personal income, August 2013 and December 2014
                                                                      • Consumers are spending more on their cars
                                                                        • Figure 9: Types of car already owned, by price range, August 2013 and December 2014
                                                                      • Consumers show more preference for SUVs and MPVs
                                                                        • Figure 10: Types of car already owned, by body type, August 2013 and December 2014
                                                                    • The Consumer – How do Consumers Use Their Cars?

                                                                      • Key points
                                                                        • 70% of car owners have done 1-2 day’s trip
                                                                          • Figure 11: Car usage occasions, December 2014
                                                                        • More than half car owners use cars in at least seven occasions
                                                                          • Figure 12: Repertoire analysis of car usage occasions, December 2014
                                                                        • The different car usage habits of young consumers may have an influence on their final purchase
                                                                          • Consumers in their 30s are heavy car users
                                                                            • Figure 13: Repertoire analysis of car usage occasions, by age, December 2014
                                                                            • Figure 14: Car usage occasions, by age, December 2014
                                                                          • SUV owners use their cars for more occasions
                                                                            • Figure 15: Repertoire analysis of car usage occasions, by type of car owned, December 2014
                                                                            • Figure 16: Car usage occasions, by car type, December 2014
                                                                        • The Consumer – How do Consumers Feel About Driving?

                                                                          • Key points
                                                                            • An opportunity for basic passenger cars to win back consumers
                                                                              • Figure 17: Consumer sentiment about driving cars, by type of car owned, December 2014
                                                                              • Figure 18: Monthly household income of car owners, by type of car owned, December 2014
                                                                            • High earners and parents are likely to expand their social circle via driving
                                                                              • Figure 19: Consumer sentiment about driving cars, by demographics, December 2014
                                                                            • High earners are more likely to see driving as a way to relieve pressure
                                                                              • Figure 20: Consumer sentiment about driving cars, by household income, December 2014
                                                                            • People from Beijing and basic passenger car owners are more irritated in rush hour
                                                                              • Figure 21: Consumer sentiment about driving cars, by demographic and type of car owned, December 2014
                                                                            • Car owners are more likely to feel fulfilled than excited when driving
                                                                              • Figure 22: Consumer sentiment about driving cars, December 2014
                                                                            • Potential opportunity to make brand stand out
                                                                              • Figure 23: Consumer sentiment about driving cars, by different car owners, December 2014
                                                                              • Figure 24: Consumer sentiment about driving cars, by car type and brands, December 2014
                                                                          • The Consumer – Lifestyle of Car Owners

                                                                            • Key points
                                                                              • US and Korean car owners are likely to be sociable and stay in fashion
                                                                                • Figure 25: selected lifestyle statements about car owners, by brands’ country of origin, December 2014
                                                                              • Japanese brand owners are likely to check and write comments
                                                                                • Figure 26: selected lifestyle statements about car owners, by brands’ country of origin, December 2014
                                                                              • Potential method to attract Chinese self-owned brand buyers
                                                                                • Figure 27: selected lifestyle statements about car owners, by brands’ country of origin, December 2014
                                                                            • The Consumer –Target Car User Groups

                                                                              • Key points
                                                                                • Mapping out the different consumer clusters
                                                                                  • Figure 28: Consumer segmentation, December 2014
                                                                                  • Figure 29: Agreement to attitudinal statements, by cluster group, December 2014
                                                                                • Low-frequency Drivers
                                                                                  • Demographic profile
                                                                                    • Cars they tend to drive
                                                                                      • Attitudes towards cars
                                                                                        • Lifestyle
                                                                                          • Marketing implications
                                                                                            • Family Drivers
                                                                                              • Demographic profile
                                                                                                • Cars they tend to drive
                                                                                                  • Attitudes towards cars
                                                                                                    • Lifestyle
                                                                                                      • Marketing implications
                                                                                                        • Daily Commuters
                                                                                                          • Demographic profile
                                                                                                            • Cars they tend to drive
                                                                                                              • Attitudes towards cars
                                                                                                                • Lifestyle
                                                                                                                  • Marketing implications
                                                                                                                    • Image Seekers
                                                                                                                      • Demographic profile
                                                                                                                        • Cars they tend to drive
                                                                                                                          • Attitudes towards cars
                                                                                                                            • Lifestyle
                                                                                                                              • Marketing implications
                                                                                                                                • Want-it-alls
                                                                                                                                  • Demographic profile
                                                                                                                                    • Cars they tend to drive
                                                                                                                                      • Attitudes towards cars
                                                                                                                                        • Lifestyle
                                                                                                                                          • Marketing implications

                                                                                                                                          Companies Covered

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

                                                                                                                                          Car Usage Habits - China - April 2015

                                                                                                                                          £3,195.84 (Excl.Tax)