Luxury Cars - China - June 2018
“Chinese luxury car buyers have divided opinions towards cabin interior designs. Although they will welcome creative designs, they fail to reach an agreement on a specific direction. 30-39-year-olds prefer those sophisticated cabin designs having a driver-facing central console and real buttons; while younger generations prefer simple and clear central consoles and touchscreens. Door panel design is worth highlighting in car commercials, given that the layout of control buttons on doors receives the highest mention rate among all the interior design features.”
– Aaron Guo, Associate Director of Research
This report looks at the following issues:
- What parts of interiors are worth investigating?
- Sophisticated, driver-focused versus simple, clear cabin design
- Are local start-ups and sub-brands challenging luxury car brands?
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