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Car Purchasing Process - China - September 2018

“The sales of SUVs will continue to grow but the SUV is going to reach saturation point. It comes as no surprise that German brands dominate consumers’ future car purchasing plans and that 4S stores are the major purchasing channel for consumers. However, it is a surprise to see that Chinese brands have grown so fast in the last year. Parking assistance has become the must-have item of the year for consumers.”

– Terence Zhou, Research Analyst

This report will look at the following areas:

  • KOL marketing in automotive industry
  • Dedicated into the brand
  • Being an expert on the car aftermarket

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Best-and Worst-case forecast of total passenger car sales volume, China, 2013-23
              • Figure 2: Best-and worst-case forecast of basic passenger car sales volume, China, 2013-23
              • Figure 3: Best-and worst-case forecast of muv sales volume, China, 2013-23
              • Figure 4: Best-and worst-case forecast of suv sales volume, China, 2013-23
            • Companies and brands
              • Figure 5: Company brand market share in volume, 2015-17
            • The consumer
              • Figure 6: Types of car brands for planned purchase in the next 12 months, April 2018
              • Figure 7: Future car purchasing channels, April 2018
              • Figure 8: Car feature preference, April 2018 vs 2016
              • Figure 9: Car functions, April 2018
            • What we think
            • Issues and Insights

              • KOL marketing in automotive industry
                • The facts
                  • The implications
                    • Figure 10: Advertisement of Volvo XC 40
                    • Figure 11: Weibo of No.38 car review centre and Geely’s vice president repost
                    • Figure 12: Monthly sales volume of Lynk 01
                  • Dedicated into the brand
                    • The facts
                      • The implications
                          • Figure 13: Lynk & Co centre
                        • Being an expert on the car aftermarket
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Cooling down for new passenger car market
                                • Benefits are fading out
                                • Market Size and Forecast

                                  • Winter is coming for new passenger car market
                                    • Figure 14: Sales volume and growth rate of total new passenger car market, 2013-18
                                  • Market expected to grow at a CAGR of 3.1% till 2023
                                    • Figure 15: Best-and Worst-case forecast of total passenger car sales volume, China, 2013-23
                                • Market Drivers

                                  • Vehicle purchase tax discount ended in 2017
                                    • Government subsidy being phased out in new energy car market
                                      • Growth speed slowing down in SUV market
                                        • Momentum of the second hand market affecting sales of new cars
                                          • Figure 16: Comparison of sales volume of second hand and new passenger cars, 2013-17
                                        • Consumers’ attitudes towards car hire
                                        • Market Segmentation

                                          • Toughest year since 2013
                                            • Figure 17: Best-and worst-case forecast of basic passenger car sales volume, China, 2013-23
                                          • MUV market is expected to recover slowly from 2020
                                            • Figure 18: Best-and worst-case forecast of muv sales volume, China, 2013-23
                                          • Growth of SUV market slowed down significantly in 2017
                                            • Figure 19: Best-and worst-case forecast of suv sales volume, China, 2013-23
                                        • Key Players – What You Need to Know

                                          • Geely is the star in the top ten lists
                                            • Entering into the international market with innovations on the design
                                              • The innovation has gone further
                                              • Market Share

                                                • Top ten companies are gaining momentums
                                                  • Figure 20: Company brand market share, 2015-17
                                                • American brands are losing market share
                                                  • Geely is the shining star in 2017
                                                  • Competitive Strategies

                                                    • Chinese brands step into international
                                                      • Innovations on the in-car functions
                                                        • Figure 21: Nio queen’s co-pilot seat
                                                        • Figure 22: Byton’s adjustable car seats
                                                      • Pushing the outside design of SUVs to a new level
                                                        • Figure 23: 2019 Volkswagen Tiguan
                                                        • Figure 24: Lynk 01
                                                    • Who’s Innovating?

                                                      • Fuel cell car – think different in the era of new energy car
                                                        • Figure 25: Hyundai Nexo fuel cell car
                                                      • Aero Cars
                                                        • Figure 26: AeroMobile 5.0 VTOL
                                                      • Wireless charging from BMW
                                                        • Figure 27: BMW wireless charging
                                                    • The Consumer – What You Need to Know

                                                      • Chinese brands’ ownership improved but German brands dominate future purchasing plan
                                                        • Looking for better
                                                          • Parking assistance is the buzz of the year but safety is still the priority for budget cars
                                                          • Car Brand

                                                            • German brands dominate consumers’ future car purchasing choices
                                                              • Figure 28: Types of car brands for planned purchase in the next 12 months, April 2018
                                                            • Chinese car brands surpass American brands as the third place in car ownership in 2018
                                                              • Figure 29: Car brands ownership, April 2018 vs July 2017
                                                            • German brand is expected to see more growth in the future
                                                              • Figure 30: Brands ownerships vs future planned purchasing brands, April 2018
                                                            • Potential core consumers of Chinese brand are aged from 25-29 and 40-49
                                                              • Figure 31: Types of car brands for planned purchase – Chinese brands, by age, April 2018
                                                            • American brands and Korean brands are preferred by young generations
                                                              • Figure 32: Types of car brands for planned purchase - Korean brands, by gender and age, April 2018
                                                            • German brands and Japanese brand find their niche market separately
                                                              • Figure 33: Types of car brands for planned purchase – Germany and Japanese brands, by household income, April 2018
                                                          • Car Models

                                                            • Top 20 models that consumers plan to buy
                                                              • Figure 34: Car models that consumers plan to buy next, top 20, April 2018
                                                            • Volkswagen dominates the top 20 model list
                                                              • Figure 35: Car models that consumers plan to buy most, top 20, April 2018
                                                          • Car Budget

                                                            • Small consumption upgrade in car price
                                                              • Figure 36: The price range of car planned to purchase, April 2018 vs July 2017 vs July 2016
                                                              • Figure 37: Average target price, 2015-18
                                                              • Figure 38: The price range of car planning to purchase, by car owners and buyers, April 2018
                                                            • Desirable price range by brands
                                                              • Figure 39: The price range of car planned to purchase by brands against average, April 2018
                                                          • Future Car Purchasing Channels

                                                            • 4S store is still consumers’ first choice to purchase their next vehicles
                                                              • Figure 40: Future car purchasing channels, April 2018
                                                            • More older males prefer 4S store, but younger females think out of the box
                                                              • Figure 41: Future car purchasing channels, by gender and age, April 2018
                                                              • Figure 42: Future car purchasing channels – automobile show, by gender and age, April 2018
                                                            • Chinese brands need to improve 4S stores’ service
                                                              • Figure 43: Future car purchasing channels, by car brands, April 2018
                                                          • Preferred Car Features

                                                            • The need for urban commuting is rising like never before
                                                              • Figure 44: Car feature preference, April 2018 vs 2016
                                                            • Different price range defines different features
                                                              • Figure 45: Car feature preference against average, April 2018
                                                          • Desired Car Functions

                                                            • Parking assistance is the buzz of the year
                                                              • Figure 46: Car functions, April 2018
                                                            • Car functions by car brands
                                                              • Figure 47: Car functions by car brands, April 2018
                                                            • Safety should be prioritised in budget cars
                                                              • Figure 48: Car functions against average among consumers whose budget is below RMB200,000, April 2018
                                                          • AR/VR Commercial Applications

                                                            • AR beats VR as the most welcome commercial application
                                                              • Figure 49: AR/VR Commercial applications, April 2018
                                                            • Fast purchase decision-making process by AR/VR
                                                              • Figure 50: AR/VR Commercial applications, April 2018
                                                            • Enthusiasm from consumers for more AR/VR commercials
                                                              • Figure 51: AR/VR Commercial applications, April 2018
                                                            • AR/VR as the supplementary method for test drive
                                                              • Figure 52: AR/VR Commercial applications, April 2018
                                                          • Meet the Mintropolitans

                                                            • Higher affordability for car price range
                                                              • Figure 53: Car price by consumer classification, April 2018
                                                            • Positive attitudes on AR/VR from Mintropolitans
                                                              • Figure 54: AR/VR applications by consumer classification, April 2018
                                                          • Appendix – Market Size and Forecast

                                                              • Figure 55: Total sales volume of new passenger cars, 2013-23
                                                          • Appendix – Market Segmentation

                                                              • Figure 56: Total sales volume of suvs, 2013-23
                                                              • Figure 57: Total sales volume of muvs, 2013-23
                                                              • Figure 58: Total sales volume of basic passenger cars, 2013-23
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Fan chart forecast
                                                                • Abbreviations

                                                                Car Purchasing Process - China - September 2018

                                                                US $4,460.00 (Excl.Tax)