Car Purchasing Process - China - November 2013

Car Purchasing Process - China - November 2013
Despite encouraging signs for 2013, in terms of new car sales growth, difficulties such as high inventory
levels still persist, and the China car market is still facing a very complex developing environment. That said,
China remains one of the most exciting car markets in terms of volume growth, which is being supported by
the continuous growing economy and emerging powerful middle classes.
table Of Content

introduction

definition
report Structure
methodology
abbreviations

executive Summary

the Market
the Forecast For The New Car Market
figure 1: Forecast – Volume Sales Of New Cars, China ('000 Vehicles), 2008-18
figure 2: Forecast – Volume Sales Of New Passenger Cars, China ('000 Vehicles), 2008-18
encouraging Signs For 2013 New Car Sales Growth, But Difficulties Persist
figure 3: Car Sales, China (‘000 Vehicles), 2008-13
the Basic Passenger Car Still Dominates, While Suvs Grow Fast
figure 4: Car Sales, By Car Types, In China, 2008-13
imports And Exports Move Towards Balance
market Drivers
growth Barriers
companies And Brands
jv Brands Flourishing In China With Shanghai Volkswagen Leading
figure 5: Market Share Of Top 10 Passenger Car Manufacturers, By Passenger Car Sales, 2010-13
german Brands Continuously Grow, While Japanese Brands And Chinese Self-owned Brands Are Losing
Share
figure 6: Market Share Of Passenger Cars, China, By Car Origins, 2010-13
the Consumer
consumer Segmentation

car Ownership And Intention To Buy
shares Of Car Brand And Model
consideration Factors For Buying
brand Image Test
attitudes Towards Car Purchasing
key Issue – Opportunity Exists To Capture Brand Switching And Improve Consumer Retention
figure 7: Additional Attitudes Towards Car Purchasing Process, August 2013
key Issue – Evolving Preferences Of Chinese Luxury Car Buyers
figure 8: Attitudes Towards The Car Purchasing Process, August 2013
key Issue – Hybrid Cars – The Path Towards The Alternative-energy Future
figure 9: Evolution Of Car Technology In Terms Of Energy Saving, 2013

the Market

key Points
the China Car Market
steady Growth For China Car Market In Recent Years
encouraging Signs For 2013 New Car Sales – But Difficulties Persist
figure 10: Car Sales, China (‘000 Vehicles), 2008-13
market Shares
basic Passenger Cars Still Dominate While Suvs Grow Fast
figure 11: Car Sales, By Car Type, In China, 2008-13
imports And Exports Move Towards Balance
figure 12: Imports And Exports Of Cars, China (‘000 Vehicles), 2008-13
market Drivers
economic Growth Continues
figure 13: Gdp And Growth Rates, China, 2008-12
income Rises In Both Urban And Rural
figure 14: Annual Per Capita Net Income And Actual Growth Rate Of Urban And Rural Residents In China
(rmb), 2008-12
urbanisation
still Room For Car Parc Growth
infrastructure Improvement For Motorways
change Of Car Ownership Dynamics Also Provides Opportunity
market Barriers
cost Of Maintaining Cars
city Congestion And Traffic Pressure
restriction On Licence Plates
potential Structural Excess Production
a Difficult Time For Car Dealers
car Exhaust Emissions Impact On Environment

forecast
new Cars
figure 15: Forecast – Volume Sales Of New Cars, China ('000 Vehicles), 2008-18
figure 16: Forecast – Volume Sales Of New Passenger Cars, China ('000 Vehicles), 2008-18
used Cars
figure 17: Forecast – Volume Sales Of Used Cars, China ('000 Vehicles), 2008-18

companies And Brands

key Points
company Share
shanghai Volkswagen Leads The China Car Market
figure 18: Market Share Of Top 10 Passenger Car Manufacturers, By Passenger Car Sales, 2010-13
jv Brands Enjoy The Privilege
figure 19: Major Jvs For Passenger Cars, China, 2013
german Brands Continuously Grow: Japanese Brands And Chinese Self-owned Brands Are Losing Share
figure 20: Market Share Of Passenger Car, China, By Car Marking Origins, 2010-13
company Profile
luxury
bmw Group
mercedes-benz
mid-range
general Motors
volkswagen Group
toyota
hyundai
domestic
great Wall
chery
byd
geely

the Consumer – Consumer Segmentation

key Points
consumer Segmentation
figure 21: Target Groups, August 2013
image & Status Awarers (18% Of The Sample)
adventurers (18% Of The Sample)

traditional Safety & Status Seekers (24% Of The Sample)
sceptics (18% Of The Sample)
practical Users (22% Of The Sample)

the Consumer – Car Ownership And Intention To Buy

key Points
close To Half Of Respondents Own Their First Car Currently
figure 22: Individual Car Ownership Status, August 2013
young Singles And People From Lower Tier Cities Show A Stronger Buying Intention
figure 23: Car Purchasing Intentions, By Demographics, August 2013

the Consumer – Shares Of Car Brand And Model

key Points
german Brands Lead The Current Main Car Ownership…
…and They Have Strong Future Prospects As The Future Buying Intentions Grow Further
figure 24: Car Marking Origins, By Previous Ownership, Current Ownership, And Future Buying Intention,
August 2013
current German And Japanese Brand Owners Are More Likely To Be Higher Income Earners
figure 25: Car Brand, By Current Ownership And Demographics, August 2013
significant Shift From The Past To Choose Audi As The Current Car
figure 26: Car Marking Origins, By Previous Ownership, Current Ownership, And Future Buying Intention,
August 2013
trading Up Is Evident In The China Car Market
figure 27: Price Range, By Previous Ownership, Current Ownership, And Future Buying Intention, August
2013
suvs Demonstrate Significant Future Growth Potential
figure 28: Car Body Type, By Previous Ownership, Current Ownership, And Future Buying Intention, August
2013
petrol Dominates While Hybrids Will Grow Rapidly
figure 29: Fuel Type, By Previous Ownership, Current Ownership, And Future Buying Intention, August
2013
consumers Will Switch To A Higher Displacement Level When Trading Up
figure 30: Displacement, By Previous Ownership, Current Ownership, And Future Buying Intention, August
2013

the Consumer – Consideration Factors For Buying

key Points
safety Of Cars Is Top-of-mind Followed By Brand
drivability And Fuel Efficiency Are Also Important Factors
figure 31: Important Factors In Choosing A Car, August 2013

the Consumer – Brand Image Test

key Points
methodology
brand Image Analysis
figure 32: Correspondence Map, By Car Brands, August 2013

the Consumer – Attitudes Towards Car Purchasing

key Points
scrutinising Car Information Is Important To Many Consumers When Buying Future Cars
figure 33: Additional Attitudes Towards The Car Purchasing Process, August 2013
high-tech Offerings Attract Luxury Car Buyers, While Quality And Variety Still Hinder Alternative-energy
Adoption

key Issue – Opportunity Exists To Capture Brand Switching And Improve Consumer Retention

key Points
brand Switching Is An Important Characteristic In The China Car Market
china Moves Into Repeat Purchase Phase
figure 36: Car Purchase Intentions, By Current Car Ownership, August 2013
a Propensity To Switch Brands By Chinese Consumers
brand Switch Level Is High While German Brands Enjoy The Most Loyal Consumer Base
figure 38: Previous Car Ownership Of Car Marking Origins, By Current Car Ownership, August 2013
figure 39: Future Car Ownership Of Car Marking Origins, By Current Car Ownership, August 2013
reasons Behind Brand Switching
china Becomes The Main Focus Of The World’s Car Manufacturers

figure 40: Total Car Unit Sales Annual Growth Rate, By China, Major European Car Markets, And Major
North American Markets, 2007-12
strong Income Growth And Emerging Middle Class Car Buyers
figure 41: Middle Class Car Ownership And Plans To Purchase Cars, March 2013
chinese Consumers Are Trading Up
figure 42: Previous Car Price Range, By Current Car Price Range, August 2013
figure 43: Future Car Price Range, By Current Car Price Range, August 2013
tendency Of Moving To Bigger Cars Like Suvs
figure 44: Previous Car Body Type, By Current Car Body Type, August 2013
figure 45: Future Car Body Type, By Current Car Body Type, August 2013
actions To Reduce Brand Switching
building A Strong Brand By Aligning With Specific Consumer Groups
figure 46: Attitudes Towards Car Purchasing Process, By Target Group, August 2013
figure 47: Additional Attitudes Towards Car Purchasing Process, By Target Group, August 2013
developing A Diversified Product Portfolio By Incorporating Luxury Models And Suvs
reasonable Production Plans And Pricing Strategies
promoting Loyalty Programs
what Does It Mean?

key Issue – Evolving Preferences Of Chinese Luxury Car Buyers

key Points
luxury Car Segment Shows Lucrative Potential
the Luxury Car Segment Grows Faster Than The Total Passenger Car Market
figure 48: Passenger Car Sales, By Luxury And Other Passenger Cars, In China (‘000 Vehicles),
2002-12
luxury Market Brand Landscape
figure 49: Correspondence Map, By Car Brands, August 2013
figure 50: Top 10 Luxury Car Brands, Volume Sales (‘000 Units) In 2012 And Year-on-year Growth
(2012 Versus 2011)
ultra-luxury Brands Turbulent – But Outlook Good For Future Growth
meeting Tomorrow’s Luxury Car Buyers In China
brand Name Defines Luxury
brand Becomes A More Important Consideration Factor
figure 52: Important Factors In Choosing A Car, By Luxury Car Current Owners, August 2013
figure 53: Important Factors In Choosing A Car, By Future Luxury Car Buyers, August 2013
figure 54: Latest Taglines For German Luxury Brands, 2013
figure 56: Chinese Middle Class Consumers’ Shopping Habits, March 2013
figure 57: Attitudes Towards The Car Purchasing Process, By Target Group, August 2013

shifting Of Future Luxury Car Buyers’ Brand Preferences
figure 58: Future Luxury Car Buyers Vs. Current Luxury Car Users, By Car Marking Origins, August 2013
wooing Young Buyers With Compact Models For Upgrade In The Future
figure 60: Future Luxury Car Buyers Vs. Current Luxury Car Users, By Price, August 2013
luxury And Ultra-luxury Suvs Have A Bright Future
figure 61: Future Luxury Car Buyers Vs. Current Luxury Car Users, By Body Type, August 2013
figure 62: Future Luxury Car Buyers Vs. Current Luxury Car Users, By Displacement, August 2013
figure 63: Car Body Type, By Future Buying Intention, By Target Group, August 2013
women Have Growing Buying Power
figure 64: Car Purchasing Intentions, By Gender And Age, August 2013
more Advanced In-car Telematics
figure 65: Additional Attitudes Towards The Car Purchasing Process, By Target Group, August 2013
what Does It Mean?

key Issue – Hybrid Cars – The Path Towards The Alternative-energy Future

key Points
definition And Types Of Energy-saving And Alternative-energy Cars
figure 66: Evolution Of Car Technology In Terms Of Energy Saving, 2013
alternative-energy Cars Are The Future Of Car Market Development
figure 67: Comparisons Of Benefits Of Hevs, Phevs, And Evs, 2013
regulatory Environment Gives Energy-saving And Alternative-energy Cars Development Strong Support
figure 68: Major Policies Relating To Alternative-energy Car Market Development, 2007-13
latest Technology Development
current Obstacles For Alternative-energy Car Development
alternative-energy Cars Are Yet To Win Over Chinese Consumers
price Barrier
safety Concerns
limited Choice
infrastructure Lag
technology Awaiting Further Development
hybrid Technology – The Short-to-mid-term Solution
hybrid Cars A Short- And Mid-term Solution
start With Luxury Car Segment First By Targeting The Adventurers
setting Up Indigenous Alternative-energy Car Brands
improving Consumer Awareness

what Does It Mean?

appendix – Individual Car Ownership Status

figure 74: Individual Car Ownership Status, By Demographics, August 2013
figure 75: Individual Car Ownership Status – Car Owner, By Demographics, August 2013
figure 76: Individual Car Ownership Status – Don’t Own A Car And Non-user, By
Demographics, August 2013

appendix – Car Purchasing Intentions

figure 77: Car Purchasing Intentions, August 2013
figure 78: Car Purchasing Intentions, By Demographics, August 2013
figure 79: Car Purchasing Intentions, By Individual Car Ownership Status, August 2013
figure 80: Car Purchasing Intentions, By Individual Car Ownership Status – Car Owner, August 2013
figure 81: Car Purchasing Intentions, By Individual Car Ownership Status – Don’t Own A Car,
August 2013

appendix – Current Car Brand And Model

figure 82: Brand And Model Of The Main Car, August 2013
figure 83: Brands Of The Main Car, By Demographics, August 2013
figure 84: Price Range Of The Main Car, By Demographics, August 2013
figure 85: Body Type Of The Main Car, By Demographics, August 2013
figure 86: Most Popular Fuel Type Of The Main Car, By Demographics, August 2013
figure 87: Next Most Popular Fuel Type Of The Main Car, By Demographics, August 2013
figure 88: Most Popular Displacement Of The Main Car, By Demographics, August 2013
figure 89: Next Most Popular Displacement Of The Main Car, By Demographics, August 2013

appendix – Previous Car Brand And Model

figure 90: Brand And Model Of The Previous Car, August 2013
figure 91: Brands Of The Previous Car, By Demographics, August 2013
figure 92: Price Range Of The Previous Car, By Demographics, August 2013

figure 93: Body Type Of The Previous Car, By Demographics, August 2013
figure 94: Most Popular Fuel Type Of The Previous Car, By Demographics, August 2013
figure 95: Next Most Popular Fuel Type Of The Previous Car, By Demographics, August 2013
figure 96: Most Popular Displacement Of The Previous Car, By Demographics, August 2013
figure 97: Next Most Popular Displacement Of The Previous Car, By Demographics, August 2013

appendix – Future Car Brand And Model

figure 98: Brand And Model Of The Future Car, August 2013
figure 99: Brands Of The Future Car, By Demographics, August 2013
figure 100: Price Range Of The Future Car, By Demographics, August 2013
figure 101: Body Type Of The Future Car, By Demographics, August 2013
figure 102: Most Popular Fuel Type Of The Future Car, By Demographics, August 2013
figure 103: Next Most Popular Fuel Type Of The Future Car, By Demographics, August 2013
figure 104: Most Popular Displacement Of The Future Car, By Demographics, August 2013
figure 105: Next Most Popular Displacement Of The Future Car, By Demographics, August 2013

appendix – Important Factors In Choosing A Car

figure 107: Most Popular Important Factors In Choosing A Car – Rank 1, By Demographics, August
2013
figure 108: Next Most Popular Important Factors In Choosing A Car – Rank 1, By Demographics,
August 2013
figure 109: Other Important Factors In Choosing A Car – Rank 1, By Demographics, August 2013
2013
August 2013
2013
August 2013
figure 116: Important Factors In Choosing A Car, By Car Purchasing Intentions, August 2013

appendix – Attitudes Towards Car Purchasing Process

figure 117: Additional Attitudes Towards Car Purchasing Process, August 2013
figure 118: Most Popular Additional Attitudes Towards Car Purchasing Process, By Demographics, August
2013
figure 119: Next Most Popular Additional Attitudes Towards Car Purchasing Process, By Demographics,
August 2013
figure 120: Additional Attitudes Towards Car Purchasing Process, By Most Popular Individual Car
Ownership Status, August 2013
figure 121: Additional Attitudes Towards Car Purchasing Process, By Next Most Popular Individual Car
Ownership Status, August 2013
figure 122: Additional Attitudes Towards Car Purchasing Process, By Car Purchasing Intentions August 2013

appendix – Attitudes By Car Brand

figure 123: Attitudes, By Car Brand, August 2013
figure 124: Attitudes, By Car Brand, August 2013 (continued)
figure 125: Most Popular Attitudes, By Car Brand – Volkswagen, By Demographics, August 2013
figure 126: Next Most Popular Attitudes, By Car Brand – Volkswagen, By Demographics, August
2013
figure 127: Other Attitudes, By Car Brand – Volkswagen, By Demographics, August 2013
figure 128: Most Popular Attitudes, By Car Brand – Audi, By Demographics, August 2013
figure 129: Next Most Popular Attitudes, By Car Brand – Audi, By Demographics, August 2013
figure 130: Other Attitudes, By Car Brand – Audi, By Demographics, August 2013
figure 131: Most Popular Attitudes, By Car Brand – Bmw, By Demographics, August 2013
figure 132: Next Most Popular Attitudes, By Car Brand – Bmw, By Demographics, August 2013
figure 133: Other Attitudes, By Car Brand – Bmw, By Demographics, August 2013
figure 134: Most Popular Attitudes, By Car Brand – Mercedes-benz, By Demographics, August 2013
figure 135: Next Most Popular Attitudes, By Car Brand – Mercedes-benz, By Demographics, August
2013
figure 136: Other Attitudes, By Car Brand – Mercedes-benz, By Demographics, August 2013
figure 137: Most Popular Attitudes, By Car Brand – Toyota, By Demographics, August 2013
figure 138: Next Most Popular Attitudes, By Car Brand – Toyota, By Demographics, August 2013
figure 139: Other Attitudes, By Car Brand – Toyota, By Demographics, August 2013
figure 140: Most Popular Attitudes, By Car Brand – Honda, By Demographics, August 2013
figure 141: Next Most Popular Attitudes, By Car Brand – Honda, By Demographics, August 2013
figure 142: Other Attitudes, By Car Brand – Honda, By Demographics, August 2013
figure 143: Most Popular Attitudes, By Car Brand – Buick, By Demographics, August 2013
figure 144: Next Most Popular Attitudes, By Car Brand – Buick, By Demographics, August 2013
figure 145: Other Attitudes, By Car Brand – Buick, By Demographics, August 2013
figure 146: Most Popular Attitudes, By Car Brand – Ford, By Demographics, August 2013

figure 147: Next Most Popular Attitudes, By Car Brand – Ford, By Demographics, August 2013
figure 148: Other Attitudes, By Car Brand – Ford, By Demographics, August 2013
figure 149: Most Popular Attitudes, By Car Brand – Hyundai, By Demographics, August 2013
figure 150: Next Most Popular Attitudes, By Car Brand – Hyundai, By Demographics, August 2013
figure 151: Other Attitudes, By Car Brand – Hyundai, By Demographics, August 2013
figure 152: Most Popular Attitudes, By Car Brand – Chery, By Demographics, August 2013
figure 153: Next Most Popular Attitudes, By Car Brand – Chery, By Demographics, August 2013
figure 154: Other Attitudes, By Car Brand – Chery, By Demographics, August 2013
appendix – Attitudes Towards Car Purchasing Process

figure 155: Attitudes Towards Car Purchasing Process, August 2013
figure 156: Agreement With The Statement ‘it Is Only Necessary To Change Your Car When You
Can Afford It Rather Than When You Need To’, By Demographics, August 2013
figure 157: Agreement With The Statement ‘i Would Consider Switching Between Different Car
Brands’, By Demographics, August 2013
figure 158: Agreement With The Statement ‘it’s More Reliable To Purchase From The Same
Car Dealer When Buying A Car’, By Demographics, August 2013
figure 159: Agreement With The Statement ‘it Is Better To Have A Car As Big As I Can
Afford’, By Demographics, August 2013
figure 160: Agreement With The Statement ‘brand Is More Of An Indicator Of ‘luxury’
Than Price’, By Demographics, August 2013
figure 161: Agreement With The Statement ‘china Offers A Good Range Of Its Own Luxury Car
Brands Compared To International Brands’, By Demographics, August 2013
figure 162: Agreement With The Statement ‘a Luxury Car Is A Reflection Of One’s Social
Status’, By Demographics, August 2013
figure 163: Agreement With The Statement ‘it Is Worth Paying More For A Car With Advanced
In-car Information System/telematics’, By Demographics, August 2013
figure 164: Agreement With The Statement ‘alternative-energy Cars Don’t Perform As Well
As A Regular One’, By Demographics, August 2013
figure 165: Agreement With The Statement ‘it’s Difficult To Find An Alternative-energy Car
Suitable For My Needs’, By Demographics, August 2013
figure 166: Agreement With The Statement ‘the Government Should Have More Favourable
Regulations For Those Who Are Planning To Buy An Alternative-energy Car’, By Demographics,
August 2013
figure 167: Attitudes Towards Car Purchasing Process, By Most Popular Individual Car Ownership Status,
August 2013
figure 168: Attitudes Towards Car Purchasing Process, By Next Most Popular Individual Car Ownership
Status, August 2013

appendix – Target Group Analysis


figure 169: Target Groups, By Demographics, August 2013
figure 170: Individual Car Ownership Status, By Target Groups, August 2013
figure 171: Car Purchasing Intentions, By Target Groups, August 2013
figure 172: Brand And Model Of The Main Car, By Target Groups, August 2013
figure 173: Brand And Model Of The Previous Car, By Target Groups, August 2013
figure 174: Brand And Model Of The Future Car, By Target Groups, August 2013
figure 175: Important Factors In Choosing A Car, By Target Groups, August 2013
figure 176: Additional Attitudes Towards Car Purchasing Process, By Target Groups, August 2013
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