Car Model Preferences - China - March 2015
“The new passenger car market in China has experienced a significant leap in the past few years. As a consequence, the market has become more sophisticated and complex than ever. Consumers are also becoming more diversified in their needs for cars. This requires businesses to adopt different marketing methods to target each individual.
Today's car buyers are shifting from using their car to reflect their personal success toward demonstrating their personality, indicating that consumers are likely to have different needs when they choose car models. Automakers and marketers need to use targeted marketing instead of a one-size-fit-all approach to target subdivided consumer segments. Lack of knowledge about specific car safety features also means there is an opportunity for manufacturers to influence their choice”- Yujing Li, Senior Research Analyst.