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New Energy Cars - China - May 2019

Covered in this report

Battery electric passenger vehicles (BEV) are passenger cars that are fully powered by electricity, eg Tesla Model S, BYD E6.

Plug-in hybrid electric passenger vehicles (PHEV) are passenger cars that are partially powered by electricity, using rechargeable batteries that can be recharged by plugging them into an external electric power source. Typical models are BYD Tang, Roewe 550, BAIC E-Series.

Fuel cell electric passenger (FCEV) vehicles are passenger cars that run on a fuel other than traditional petroleum fuels, eg Roewe Fuel Cell 950.

Range extended electric vehicles (REEV) are battery electric vehicles that include an auxiliary power unit (APU) known as a “range extender”. The range extender drives an electric generator which charges a battery that supplies the vehicle’s electric motor with electricity.

“NEV sales achieved an extraordinary increase against a background of a slowdown in total passenger car sales growth in 2018. This attests to consumers’ improving brand awareness of NEVs. In tier three or lower cities in particular, there could be more opportunities for NEV. For startup brands, good aftersales service is as important as overall build quality to gain consumers’ trust.”

- Terence Zhou, Research Analyst

This report will look at the following areas:

  • Environment and health concerns related to NEV awareness and understanding
  • Great aftersales service can boost consumers’ perception of overall quality
  • More opportunities for new energy cars in tier 3 cities

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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 market
            • Figure 2: Best- and worst-case forecast of total new energy car sales volume, China, 2013-23
          • Companies and brands
            • Figure 3: New energy passenger car brand market share, 2016-18
          • The consumer
            • Overall rising awareness of all new energy car brands
              • Figure 4: New energy car brand awareness – claim rate of ‘I recognise both the brand name and brand logo’, 2019 vs 2017
            • More opportunities for BEV in tier 3 or lower cities
              • Figure 5: New energy car preference, by city tier, March 2019
            • Male consumers are pure electric fans while females are more conservative
              • Figure 6: New energy car preference, by gender, March 2019
            • Strong purchasing motivation thanks to cost advantages
              • Figure 7: Purchasing motivations, March 2019
            • Even for NEVs, overall trust in traditional car brands is higher than startup brands
              • Figure 8: Attitudes towards new energy cars, March 2019
            • Aftersales service and overall quality are both important to startup brands
              • Figure 9: Attitudes towards new energy cars, March 2019
            • What we think
            • Issues and Insights

              • Environment and health concerns related to NEV awareness and understanding
                • The facts
                  • The implications
                      • Figure 10: Lexus and Nike
                    • Great aftersales service can boost consumers’ perception of overall quality
                      • The facts
                        • The implications
                          • More opportunities for new energy cars in tier 3 cities
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • NEV new car sales near one million unit sales
                                  • Beneficial policies being reduced but technologies are catching up
                                    • BEVs and SUVs driving the market forward
                                    • Market Size and Forecast

                                      • NEV new car sales neared one million unit sales in 2018, 4% of the total
                                        • Figure 11: Sales volume and growth rate of new energy passenger cars in China, 2012-18
                                        • Figure 12: Share of sales volume of new energy passenger cars among new passenger car sales, 2012-18
                                      • Expanding NEV share in cities without licence plate limitation policies
                                        • Figure 13: NEV market share between cities with and without licence plate limitations
                                      • Predicted sales might triple by 2023
                                        • Figure 14: Best- and worst-case forecast of total new energy car sales volume, China, 2013-23
                                    • Market Factors

                                      • Subsidy policies are being phasing out
                                        • Figure 15: Latest new energy passenger car subsidy policy, 2018 vs 2019
                                        • Figure 16: Energy density multipliers, 2018 vs 2019
                                      • Charging infrastructure is catching up
                                        • Figure 17: Number of public charging piles in China
                                      • Improved mileage range and battery technology
                                      • Market Segmentation

                                        • BEVs will remain the major player in the new energy car market
                                          • Figure 18: Best- and worst-case forecast of battery electric passenger car sales volume, China, 2013-23
                                        • SUVs are gaining momentum in the new energy car market
                                          • Figure 19: Market share of different types of new energy car models, 2016-18
                                      • Key Players – What You Need to Know

                                        • Intense market
                                          • More options
                                          • Market Share

                                            • BYD continues to dominate the market with a wide range of product lines
                                              • Figure 20: New energy passenger car brand market share, 2016-18
                                              • Figure 21: Price range of BYD’s product lines
                                            • BAIC EC series wins lower tier purchases in the BEV market
                                              • Figure 22: Top 10 bestselling BEV models, 2018
                                              • Figure 23: Price range of BAIC’s product lines
                                            • BMW achieves the biggest increase in NEV sales
                                              • Figure 24: Top 10 bestselling PHEV models, 2018
                                          • Competitive Strategies

                                            • Introducing more models/options to meet different consumer needs
                                              • Figure 25: New energy brands’ product lines
                                            • Foreign traditional brands appeal with own technology and services innovation
                                                • Figure 26: Foreign traditional brands’ new energy models launch plans
                                            • Who’s Innovating?

                                              • Fully charged in five minutes
                                                • Figure 27: Mark Zero coupe concept
                                              • Electric motorhome
                                                • Cooperation between smart watch and car brand
                                                  • Figure 28: Car-connected smart watch
                                              • The Consumer – What You Need to Know

                                                • Overall high brand awareness
                                                  • Generally positive attitudes towards NEVs
                                                    • Traditional brands are more welcomed by consumers
                                                    • New Energy Car Brand Awareness

                                                      • Overall rising awareness for all new energy car brands
                                                        • Figure 29: New energy car brand awareness – claim rate of ‘I recognise both the brand name and brand logo’, 2019 vs 2017
                                                      • NEV owners have higher brand awareness than intended car buyers
                                                        • Figure 30: New energy car brand awareness – claim rate of ‘I recognise both the brand name and brand logo’, by car ownership, March 2019
                                                    • New Energy Car Preference

                                                      • Positive attitudes towards NEVs
                                                        • Figure 31: New energy car preference, by city tier, March 2019
                                                      • Male consumers are pure electric fans while females are more conservative
                                                        • Figure 32: New energy car preference, by gender, March 2019
                                                      • More opportunities for BEVs in tier 3 or lower cities
                                                        • BEV’s supporters – replacement and additional car buyers
                                                          • Figure 33: New energy car preference, by type of car buyer, March 2019
                                                      • Purchasing Motivations

                                                        • Strong purchasing motivation thanks to cost advantage
                                                          • Figure 34: Purchasing motivations, March 2019
                                                          • Figure 35: Purchasing motivations – environmentally-friendly, by selected demographic, March 2019
                                                        • Subsidies have great impact on car purchasing budget around RMB 100,001-200,000
                                                          • Figure 36: Purchasing motivations – selected item, by car purchasing budget, March 2019
                                                        • Consumers with high household income are more intrigued by autonomous driving
                                                          • Figure 37: Purchasing motivations – selected item, by monthly household income, March 2019
                                                      • Attitudes towards New Energy Cars

                                                        • Even in NEVs, overall trust in traditional car brands is higher than startup brands
                                                          • Figure 38: Attitudes towards new energy cars, March 2019
                                                        • Aftersales service contributes to consumers’ trust in startup brands
                                                          • Figure 39: Attitudes towards new energy cars, March 2019
                                                          • Figure 40: Attitudes towards new energy cars, March 2019
                                                        • Most consumers are satisfied with new energy cars’ ability for in-city transport
                                                          • Figure 41: Attitudes towards new energy cars, by car ownership, March 2019
                                                          • Figure 42: Daily commuting method, March 2019 vs December 2017
                                                        • Confidence higher at the end of purchasing decision stage
                                                          • Figure 43: Attitudes towards new energy cars, by purchasing planning stage, March 2019
                                                      • Meet the Mintropolitans

                                                        • MinTs have equal trust in traditional and startup brands
                                                          • Figure 44: Attitudes towards new energy cars – selected items, by consumers classification, March 2019
                                                        • MinTs have higher recognition of startup brands’ aftersales service
                                                          • Figure 45: Attitudes towards new energy cars – selected items, by consumers classification, March 2019
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 46: Total market volume of new energy cars, 2013-23
                                                      • Appendix – Market Segmentation

                                                          • Figure 47: Total market volume of pure electric new energy cars, 2013-23
                                                          • Figure 48: Total market volume of plug-in electric new energy cars, 2012-22
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Fan chart forecast
                                                            • Abbreviations

                                                            New Energy Cars - China - May 2019

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