Consumers envisage that cars will become a third living space, and they have high expectations for in-car intelligent technologies and for the ambience and relaxation that the car can offer as a personal space. They want a comfortable cabin space to provide the perfect driving and passenger experience.
Laura Liu, Senior Research Analyst – Retail & Home Appliances, China
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Executive summary
- Key issues in this Report
- What you need to know
- Market factors
- Consumer demand and market opportunities
- Trend outlook
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The market
- Market factors
- China’s automotive industry is growing steadily driven by new energy vehicles
- Graph 1: retail volume sales and growth rate of passenger cars, 2017-25
- Mixed results in growth of major domestic new energy vehicle businesses
- Increasing adoption of intelligent driving assistance, AI transforming cars into intelligent travel companions
- Graph 2: change in market share of different levels of intelligent driving assistance systems in fuel passenger cars, 2024 vs 2025
- Graph 3: change in market share of different levels of intelligent driving assistance systems in new energy passenger cars, 2024 vs 2025
- Services help brands to become lifestyle companions
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The consumer
- Car owner profiles and vehicle usage
- Expanding market for premium electric vehicles
- Graph 4: vehicle prices, by energy type, 2024
- Graph 5: vehicle prices, by energy type, 2025
- Loyalty of battery electric vehicle owners remains strong
- Graph 6: choice of vehicle energy type for planned future purchase, by energy type of current vehicle, 2025
- The pleasure of driving and quality time spent alone in the car are what counts
- Commuting remains the primary usage scenario, with increasing demand for the car as a solitary space
- Graph 7: driving occasions, 2025
- Consumers value the joy of driving and a high-quality private space
- Graph 8: attitudes towards car usage habits, 2023 vs 2025
- Tier 1 owners want to use the car as a buffer between public and private spaces
- Graph 9: attitudes towards driving experience and the in-car environment, by city tier, 2025
- 30-39s most eager to use the car as a solitary space for relaxing
- Graph 10: those who agree that a car can also be a relaxing space for solitary enjoyment when parked, by gender and age, 2025
- Graph 11: those who spend three days a week or more resting in the car alone for an extended period, by gender and age, 2025
- Favourite music, comfortable seats and soundproof windows offer freedom at lowest cost
- Comfortable seating and privacy features help users relax and enjoy the space
- Consumers’ key upgrade demands focus on in-car technology and the experience of the interior space
- Upgrades to technology and the interior space are the core demands
- Graph 12: premium design elements in cars, 2025
- Refine intelligent technologies and improve experiential features to meet upgrade demands
- Families with children are more willing to pay for a better travel experience
- Graph 13: premium design elements in cars, by living situation, 2025
- Emotional regulation and self-expression through personalised design elements
- Graph 14: premium design elements, by car usage scenario, 2025
- Penetration of safety-related driving assistance features exceeds 60%
- Graph 15: usage of and satisfaction towards autonomous driving assistance features, 2025
- Automatic parking and driver monitoring attracting greater consumer interest
- Graph 16: usage of and satisfaction towards of driving assistance features (not used in this car, but interested in using), 2024 vs 2025
- Mobile remote-control features are highly popular
- Graph 17: satisfaction towards and usage of car mobile remote-control features, 2025
- Older consumers have a higher demand for remote-control features
- Graph 18: never used but interested in using car mobile phone remote-control features, by age, 2025
- The future: more comprehensive charging infrastructure and smart interconnected ecosystems
- Car owner satisfaction has improved overall, with dissatisfaction spread across a number of areas
- Graph 19: dissatisfaction with car usage, 2025
- Battery electric vehicle owners more satisfied than plug-in hybrid car owners
- Graph 20: car usage dissatisfaction, by energy type, 2025
- Graph 21: dissatisfaction with different aspects of car use, by energy type, 2025
- Fully self-driving cars need further validation, consumers expect improved battery charging infrastructure
- Graph 22: expectations for the future car-centric society, 2024 vs 2025
- Build charging and battery swap stations along routes to support the development of electric vehicle brands
- Families with children have greater demands for smart connectivity ecosystems
- Graph 23: expectations for the future car-centric society, by living situation, 2025
- Bringing together and connecting the individual, the car and the home
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Appendix – methodology and abbreviations
- Methodology
- Methodology: TURF analysis
- Abbreviations
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