Jenny Chan 陳詠欣
Apr 21, 2015

Chinese car buyers rely less on status, rationality or desk research: Carat

SHANGHAI - Car ownership in China has been growing rapidly in recent years, partly due to decreasing prices and increasing affordability. In time for the 16th Shanghai Auto Show this week, Carat has released a report analysing the behaviourial changes that have occurred among Chinese car consumers, as well as the roles media plays in their decision-making processes.

Chinese car buyers rely less on status, rationality or desk research: Carat

Key takeaways (see presentation below for graphics):

  • Formerly a family's luxury item, the car is now a necessity.
  • Formerly a simple transport tool, the car is now a diversified travel accessory.
  • Outward benefits are now worth less than the inward value that a car represents.
  • Car consumers are now driven less by rational factors and more by emotional reasons.
  • The decision journey has shortened as experienced car buyers make quicker decisions.
  • Car buyers now pay more attention to test-drive and dealership experiences than to desk research.
     

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