China News Service, Beijing, March 25 (Reporter Yan Xiaohong) The latest research report shows that Chinese consumers' willingness to buy self-owned brand cars has risen from 22% in 2016 to 49% in 2021; among potential customers of all ages, "post-95" The willingness to buy self-owned brands is the highest, reaching 61%, which is 12 percentage points higher than those born between 1990 and 1994.
The consumer insight and market research agency JDPower (JDPower) released the 2021 China New Car Purchase Intention Research Report on the 25th. According to the report, the "post-95" generation accounted for 11% of the potential buyers of cars in the next six months; A quarter of "post-95" potential customers tend to buy self-owned brands and new energy vehicles, which is the highest proportion among potential customers of all ages.
This is the 13th consecutive year that JDPower has released a study on China's new car purchase intentions.
The research focuses on the cognition and attitude of intended car buyers to car brands, the information channels used, the brands and models that are specifically considered for purchase, the preferred car configuration and purchase consideration factors.
Intentional car buyers are consumers who plan to buy a car in the next 6 months.
According to the report, the top five reasons "post-95s" favor self-owned brand vehicles are good-looking/attractive appearance, high driving comfort, spacious and comfortable riding space, safety and fuel/power saving.
The study also found that the proportion of potential customers who tend to buy new energy vehicles has increased from 3% in 2018 to 16% this year. Among them, the proportion of potential buyers of “post-95” (24%) who tend to buy new energy vehicles is higher than the average level. 8 percentage points, 9 percentage points higher than those born between 1990 and 1994.
The top three reasons "post-95s" tend to buy new energy vehicles are: new energy vehicles are the future development direction, low cost of use and simple maintenance.
Industry experts said that China's auto market is a dynamic and challenging market. As independent brands and new energy auto brands can better meet the specific needs of contemporary Chinese consumers, the market share of potential customers has increased year by year.
At the same time, as the "post-95s" car buyers gradually emerge in the automotive consumer market and show different needs and preferences from other age groups, car brands must fully tap the "post-95s" requirements for design, performance and configuration. Ensure the design and production of vehicles that conform to the trends and trends of the times.
In addition, the study found that the intelligent car experience has become one of the decisive factors for potential customers to buy a car: in 2021, the intelligent car experience has become the fourth most important decisive factor for car purchase after quality, performance and design. Price, brand and buying experience. (Finish)