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China Digital Marketing in Automotive Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Digital Marketing in Automotive market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report discusses the information channels where consumers obtain knowledge about cars. Based on this, Mintel analyses what kind of information is most valued by consumers before they make car purchasing decisions. This report also discusses consumers’ preferred ads in terms of brand, distribution channels and influence on consumers. In addition, this report covers the most effective types of content in ads that boosts consumers’ trust in brands.

What you need to know

Even though the automotive industry is a product-oriented market, digital marketing in the automotive industry can actually have considerable influence on consumers. However, with discerning consumers having more channels to obtain car information, the method of digital marketing to consumers becomes more important than ever, in the forms of marketing channels, ads content and how to gain trust.

Expert analysis from a specialist in the field

Written by Terence Zhou, a leading analyst in the Automotive sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As consumers become more and more discerning and knowledgeable about cars, this increases the importance of targeting the right group of consumers through marketing. Mintel finds significant differences between female and male consumers in the way they process car information and how they act upon it Terence Zhou
Automotive Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Figure 1: Definition of different monthly household income groups, by city tier
    • Executive Summary

        • The consumer
          • Online and offline both matter
            • Figure 2: Car information channels, November 2018
          • Consumers care more about product-related information
            • Figure 3: Influential purchasing information against average, by SUVs purchasing stage, November 2018
          • Behaviours like test driving and sharing influenced by car ads
            • Figure 4: Channels consumers use to watch their favourite car ad, November 2018
            • Figure 5: Influence of favourite car ads, November 2018
          • Presenting more product details to gain trust
            • Figure 6: Trustworthy ad content, November 2018
          • What we think
          • Issues and Insights

            • What should auto brands know about targeting females?
              • The facts
                • The implications
                    • Figure 7: Polestar 2
                  • Make it further through marketing for female consumers…
                    • The facts
                      • The implications
                          • Figure 8: McLaren campaign on Red
                          • Figure 9: Volvo & Da Cheng Xiao Ju
                        • Less is more
                          • The facts
                            • The implications
                              • Figure 10: Lexus ES campaign
                          • Analyst’s Pick: Automotive Ads of the Year

                            • Introduction
                              • Audi – harnessing humour
                                • Figure 11: Audi A8 commercial
                              • Chrysler – no comparison, no harm
                                • Figure 12: Chrysler Pacifica commercial – Antique Chair
                                • Figure 13: Chrysler Pacifica commercial – Open Sesame
                              • Lincoln – make yourself comfortable
                                • Figure 14: Lincoln Navigator commercial
                              • Toyota – short and sweet
                                  • Figure 15: Toyota Aygo commercial
                                • Volkswagen – confidence booster
                                  • Figure 16: Volkswagen SUV commercial
                                • Volvo – caring for society
                                  • Figure 17: Volvo’s V60 campaign
                              • The Consumer – What You Need to Know

                                • Online and offline channels both matter to consumers
                                  • Promotions can attract consumers at certain car purchasing stages
                                    • Car ads can encourage consumers to reach out offline and share online
                                      • Product-related content more likely to gain trust from consumers
                                      • Car Information Channels

                                        • Online and offline both matter
                                          • Figure 18: Car information channels, November 2018
                                        • Official websites become more important at decision-making stage
                                          • Figure 19: Car information channels against average, by car purchasing stage, November 2018
                                        • Women like to get information face-to-face
                                          • Figure 20: Car information channels, by gender, November 2018
                                        • Various information channels for younger generation
                                          • Figure 21: Car information channels against average, by age, November 2018
                                      • Influential Purchasing Information

                                        • Product, not price
                                          • Figure 22: Influential purchasing information, November 2018
                                        • Influence of information varies depending on purchasing stages
                                          • Figure 23: Influential purchasing information against average, by SUVs purchasing stage, November 2018
                                      • Favourite Ad, Where Consumers Watched it, and What They Did Afterwards

                                        • Ads from German brands top of consumers’ minds
                                          • Figure 24: Brands of favourite car ads – word cloud, November 2018
                                          • Figure 25: Brands of favourite car ads, grouped by brand origin, November 2018
                                        • Finding favourite ads on video streaming platforms
                                            • Figure 26: Channels consumers use to watch their favourite car ad, November 2018
                                          • Attract young married consumers through video streaming platforms
                                              • Figure 27: Channels consumers use to watch their favourite car ad – video streaming platforms, by selected demographics, November 2018
                                            • Appeal to young females through social media platforms
                                              • Figure 28: Channels consumers use to watch their favourite car ad – social media, by gender and age, November 2018
                                            • Encouraging consumers to test drive
                                                • Figure 29: Influence of favourite car ads, November 2018
                                              • Exciting females’ passion for cars
                                                  • Figure 30: Influence of favourite car ads – selected items, by gender and age, November 2018
                                                • Males 30-49 more likely to be influenced about configurations and models
                                                  • Figure 31: Influence of favourite car ads – selected items, by gender and age, November 2018
                                              • Trustworthy Ad Content

                                                • Consumers are practical: top three mentions are about product instead of brand
                                                  • Figure 32: Trustworthy ad content, November 2018
                                                • Leverage the history of the brand to convince consumers about safety
                                                  • Figure 33: Trustworthy ad content – the history of the brand, by family structure, November 2018
                                                • Differences between men and women
                                                  • Figure 34: Trustworthy ad content – road performance, by gender and age, November 2018
                                                  • Figure 35: Trustworthy ad content – environmentally friendly in manufacturing process, by selected demographics, November 2018
                                                  • Figure 36: Trustworthy ad content – celebrity endorsement, by gender and age, November 2018
                                              • Meet the Mintropolitans

                                                • Ethical brands lead to higher trust
                                                  • Figure 37: Trustworthy ad content, by consumer classification, November 2018
                                                • Coming up with their own conclusions rather than relying on others
                                                  • Figure 38: Car information channels, by consumer classification, November 2018
                                                • Ads have more impact on MinTs
                                                  • Figure 39: Influence of car ads, by consumer classification, November 2018
                                              • Appendix – Methodology and Abbreviations

                                                • Methodology
                                                  • Abbreviations