Car Usage Habits - China - April 2015
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“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
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