The following is the In 2021, China’s new car purchase intention will exceed sixty-five percent and wants to buy domestic cars From J.D. Power recommended by recordtrend.com. And this article belongs to the classification: JD POWER, Automobile industry.
As the post-90s and post-95s have gradually become the main force of car purchase, the attitude of domestic consumers towards domestic independent brand cars has also changed. The brand advantage of joint venture brands in the market has been further weakened, and the joint venture brands such as Volkswagen, Toyota, Honda and Buick have begun to slowly walk down the altar, and the brand premium rate of vehicle models has returned to the normal level.
On March 25, J.D. Power released the 2021 China new car purchase intention study SM (NVIS). The research shows that 11% of the potential customers who have the intention to buy cars in the next half year are after 95; more than 60% and nearly a quarter of the potential customers who have the intention to buy cars after 95 tend to buy their own brands and new energy vehicles, which is the highest proportion among the potential customers of all ages.
This is the 13th consecutive year that J.D. Power has released a study on China’s new car purchase intention. This study focuses on the cognition and attitude of intending car buyers towards automobile brands, the information channels they use, the brands and models they want to buy, the car configuration they prefer and the factors they want to buy. Intending buyers are consumers who plan to buy a car in the next six months.
The study found that the willingness of Chinese consumers to buy their own brands increased from 22% in 2016 to 49% in 2021. Among potential customers of all ages, the willingness of post-95 to buy their own brands was the highest, reaching 61%, 12 percentage points higher than those born between 1990 and 1994.
The top five reasons for the post-95s to favor their own brands are good-looking appearance / attractive modeling, high driving comfort, spacious and comfortable riding space, safety and fuel / electricity saving.
The study also found that the proportion of potential customers who are inclined to buy new energy vehicles increased from 3% in 2018 to 16% this year. Among them, the proportion of potential customers after 95 (24%) who are inclined to buy new energy vehicles is 8 percentage points higher than the average level and 9 percentage points higher than the group born from 1990 to 1994.
The top three reasons why the post-95s tend to buy new energy vehicles are: new energy vehicles are the future development direction, low cost and simple maintenance.
J. Wang Qinghua, general manager of joint research of D. power in China, said: “China’s auto market is full of vitality and challenges. As independent brands and new energy vehicle 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-95 car buyers gradually emerge in the automobile consumer market and show different needs and preferences from other age groups, automobile brands must fully tap the post-95 requirements for design, performance and configuration, so as to ensure the design and production of vehicles in line with the trend of the times. “
In addition, the study also found that the intelligent experience of automobile has become one of the decisive factors for potential customers to purchase a car: in 2021, the intelligent experience of automobile has become the fourth decisive factor after quality, performance and design, which is more important than price, brand and purchase experience.
There are differences in the demand for high-tech configuration between the first purchase of potential customers and the additional purchase of potential customers: in the scene of vehicle daily use and maintenance, the proportion of the additional purchase of potential customers who think that vehicle safety and high-speed driving are important is significantly higher than that of the first purchase of potential customers, so the technological configuration such as vehicle safety protection and active reminder, adaptive cruise and lane keeping can better meet their needs;
First time potential customers think that remote control of vehicles and use scenarios of value-added services are more important, so value-added services such as remote door opening / closing, remote air conditioning, automatic driving assistance package and vehicle comfort upgrade package can better meet their needs.
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