Chinese drivers are showing more interest in local auto brands : Nielsen

The majority of respondents cite both 'quality of life' and 'ease of transport' as the most important factors when making the decision to buy a car.

Meanwhile, Chinese brands have been aggressively expanding their lines and launching intensive marketing campaigns over the past year.

Overall intention to buy an automobile has fallen 21 per cent compared with last year. Although many consumers said they would consider buying an automobile in two to three years, only 32 per cent of respondents plan to do so within a year.

The report also indicates a steady rise in consumers’ interest in stylish and sporty design. In particular, the ‘stylish’ element should be most prominent in the front of the automobile, as over 70 per cent of consumers and potential buyers said they would judge how fashionable an automobile is by looking at the front. 

A total of 65 per cent of respondents regard design as the most important factor in a new automobile. While demand for comfort based on safe design is gradually increasing, a stylish and sporty look is favoured most highly among consumers.

“Demand for private ownership of automobiles has become a symbol of quality, of a person’s values and of their personality,” said Georgia Zhuang, head of auto research at Nielsen.