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EXECUTIVE SUMMARY
- Key issues in this Report
- Definitions
- What you need to know
- Car brands’ new winning strategy shifts from parameter competition to scenario-based experiences
- Opportunity: attract Post-2000s drivers with the latest tech, high value and a brand image tailored to their lifestyle
- Opportunity: meet luxury car owners’ needs for top-notch performance, status symbols and exclusive service
- Future trends in the automotive industry
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THE MARKET
- Market size and forecast
- China’s automotive market sees steady overall retail volume sales growth
- Graph 1: retail volume sales and growth rate of passenger cars, 2018-25
- Passenger car retail sales to see minor ups and downs over next five years, yet steady overall
- Graph 2: passenger car retail volume sales and forecast, 2020-30
- Overview of market segments
- Domestically produced cars’ sales share continues to rise
- Graph 3: share of passenger car retail volume, by brand nationality, 2022-25
- Consumption is stratified, with vehicles priced at RMB 300,000 or below seeing faster growth
- Graph 4: share of passenger car retail volume, by price range, 2022-25
- Graph 5: year-on-year growth rate of passenger car retail volume, by price range, 2025
- New energy dominates the retail market
- Graph 6: new energy penetration in the passenger car retail market*, 2022-25
- Demand for spacious cabins drives continuous growth in SUV sales share
- Graph 7: share of passenger car retail volume, by model type, 2022-25
- Graph 8: year-on-year growth rate of passenger car retail volume, by model type, 2025
- Market factors
- Macroeconomic overview
- Private still rising, with room for future growth
- Graph 9: private car ownership and year-on-year growth 2005-24
- Consumers are becoming more cautious amid declining willingness to purchase additional cars or replace existing ones
- Graph 10: car purchase and replacement plans, 2024-25
- Car purchases remain relatively stable
- Graph 11: attitudes to car purchases, 2024-25
- Graph 12: attitudes to car purchases, by price point, 2025
- In 2025, state subsidies stimulate spending on NEVs
- NEV segment to become highly competitive after purchase tax breaks, concessions phased out in 2026-27
- Smart tech revolution drives demand for upgrades, replacement of fuel vehicles with NEVs
- Graph 13: new energy vehicles car parc and proportion, 2014-25
- Battery decoupling lowers barriers to purchase for electric cars
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THE CONSUMER
- Consumer tracking: product preferences, purchase factors, test-drive experiences and purchase channels
- Purchasing interest in NEVS, particularly BEVs, has risen significantly
- Graph 14: energy type of the car driven most often vs next car I’d like to buy, 2025
- Graph 15: energy type of the next car I’d like to buy, 2024-25
- Domestic brands gain stronger appeal
- Graph 16: nationality of the car driven most often vs next car I’d like to buy, 2025
- Graph 17: brand nationality of the next car I’d like to buy, 2024-25
- Preference rankings rise for NIO, Xiaomi, Zeekr and XPENG
- Domestic brands show clear competitive advantage in NEVs; international brands more favoured by fuel car buyers
- Graph 18: brand nationality of the next car I’d like to buy, by preferred energy type, 2025
- In NEVs, range matters; in fuel-driven cars, power is key; configuration is critical
- Graph 19: purchase considerations when buying a car, 2025
- Spacious interiors emerge as a key focus for car buyers
- Graph 20: purchase considerations when buying a car, 2023-25
- Space is not just about size, but about smart design
- Smart driving, outdoor experiences are key focal points for test drives
- Graph 21: interest in test-drive experiences, 2017-25
- 4S stores maintain dominance; official channels are favoured; interest in emerging car-mall formats is rising
- Graph 22: purchase channels, 2025
- Cars play increasingly varied roles in consumers’ lives, so brands should highlight scenarios over specifications
- Cars play multiple roles in modern life, meeting practical needs while carrying emotional and social value
- Graph 23: what car ownership means to consumers, 2025
- Opportunity: embed cars into everyday life with scenario-based solutions, not just specifications
- Facilitate self-drive travel; help car owners make memories and experiences
- A private space where urban office workers can recharge
- Build a family-friendly brand image
- Tailor solutions to address pet owners’ travel pain points
- Attract Post-2000s drivers with the latest tech, high value and a brand image tailored to their lifestyle
- The Post-2000s generation of car owners are loyal fans of domestic brands
- Graph 24: brand nationality of the next car I’d like to buy, by generation, 2025
- Running costs are the most important consideration when consumers buy cars
- Graph 25: purchase factors – any selected, by generation, 2025
- Opportunity: lower barriers to car ownership; build a new driving ecosystem
- For post-2000s, car ownership means keeping up with the latest tech
- Graph 26: what car ownership means to consumers, by generation, 2025
- Opportunity: integrate tailored, cutting-edge tech into the cabin and driving experience
- Bridge the gap between online convenience and in-person experience
- Graph 27: engagement with expert car reviewers/commentators, 2025
- Graph 28: purchase channels, by generation, 2025
- Build an integrated online car-buying platform combining content, transactions and services
- Tap into the social needs of Post-2000s drivers to unlock new opportunities for brand engagement
- Graph 29: what car ownership means to consumers, by generation, 2025
- Tap into the social needs of Post-2000s drivers to unlock new opportunities for brand engagement
- Graph 30: what car ownership means to consumers, by generation, 2025
- Fun, creative spaces meet younger users’ need for everyday personal expression
- Graph 31: favoured brand archetypes, by generation, 2025
- Meet luxury car owners’ needs for top-notch performance, status symbols and exclusive service
- German, American brands popular among luxury car owners
- Graph 32: brand nationality of the next car I’d like to buy, by consumer segment, 2025
- Luxury car owners enjoy the sense of security and social value that cars provide
- Graph 33: what car ownership means to consumers, by price point, 2025
- Hardware and software features, brand and appearance all need to be considered
- Graph 34: purchase factors – any selected, by price point, 2025
- Opportunity: develop luxury cars that combine reliable performance with symbolic value
- Graph 35: attitudes to cars, by price point, 2025
- During test drives, luxury car buyers pay particular attention to how vehicles handle extreme scenarios
- Graph 36: interest in test-drive experiences, by price point, 2025
- Opportunity: enhance perceptions of luxury car brand value with test-drives in challenging scenarios
- Highlight vehicle performance and brand ethos with extreme challenges
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COMPANIES AND MARKETS
- Competitive landscape
- China’s car brand ecosystem is diverse and vibrant
- Graph 37: share of car sales and year-on-year growth rate, by brand*, 2025
- Focus on new energy markets: an open landscape with intense competition
- Graph 38: NEVs’ share of passenger car retail volume sales, by manufacturer, Jan-Nov 2025
- Graph 39: NEVs’ share of passenger car retail volume sales, by manufacturer, 2023-25
- Competitive Strategies
- Domestic brands expand into lower-tier markets, price ranges by offering accessible technology
- New brands gain the lead in NEV technology
- International brands are actively expanding low-priced product lines to meet demand in local markets
- Luxury car brands are accelerating localised, intelligent transformation around their brand DNA
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APPENDIX – METHODOLOGY AND ABBREVIATIONS
- Methodology
- Methodology: TURF analysis
- Abbreviations
For the purposes of this Report, cars are defined as passenger cars, and include sedans, MPVs and SUVs, but exclude minibuses.
The report surveyed 1,500 consumers aged 18-59 who purchased a car in the last six years and were responsible for car maintenance, aiming to explore changing trends in consumer behaviours and attitudes around car-buying. Respondents comprised 1,057 fuel car owners, 45 hybrid electric vehicle owners, 129 plug-in hybrid vehicle owners, 218 battery electric vehicle owners and 51 extended-range electric vehicle owners.
For the purposes of this Report, luxury car owners refers to respondents whose most frequently driven car has an actual purchase price (final price paid) of RMB300,000 or more.
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