As China transitions from being a major consumer of cars to becoming a major producer, we are witnessing China’s evolution from a learner to an innovator as it builds its automotive culture from scratch.
Keiyou Wang, Director, China Insights
The report focuses on the profile of car owners, covering different city tiers, ages and preferred car models. It analyses the channels through which car-related information is obtained, the differences in KOL/public account followings, brand events that make a lasting impression, ways to enhance brand favourability, preferences for car purchase channels and attitudes toward car purchases. It explores changes and opportunities in automotive marketing and retail.
Car marketing refers to various marketing agendas for car products that are offered to companies through surveys, research, analysis and study of industry competition in the automotive sector. Car retailing refers to the business of selling new or used cars at retail by signing dealership contracts with car manufacturers or their sales subsidiaries.
‘Cars’ in this report are defined as passenger cars for private individuals. These are further categorised into petrol cars, plug-in hybrid electric cars and battery electric cars. The report sample includes 3,000 respondents, covering the 18-59 age group, all of whom have purchased a car in the past three years or plan to purchase one in the next 12 months. Among them, 2,000 are current car owners who purchased within the last three years, and 1,000 are potential car buyers planning to purchase within the next year.
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