Jenny Chan 陳詠欣
Sep 16, 2014

Premium auto marques fall back on gimmicks

SECTOR STUDY: Once dominated by three top German brands, China’s luxury car market grows increasingly competitive, forcing marketers to get inventive to woo buyers with ‘difference’.

Driving interest: Exclusivity is key to attracting Chinese consumers to luxury brands

Just five years ago, China’s luxury auto market was dominated by the German big three of Audi, BMW and Mercedes-Benz. Today it has mushroomed to nearly 100 models offered by 25 brands. 

At the 2014 Beijing Auto Show in April, 45 luxury vehicles were on show, 15 of them appearing for the first time. 

In China’s top-tier cities Beijing, Shanghai, Guang-zhou licence-plate lottery restrictions mean they are so hard to...

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