Intelligence has become an important factor affecting consumers’ car purchase decision From J.D. Power

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J.D. Power, a consumer insight and market research organization, officially released the 2021 China new car purchase intention study SM (NVIS) today. The research shows that among the people who intend to buy a car in the next six months, nearly a quarter of consumers regard intelligent experience as the most important decision-making factor.

This is the 13th consecutive year that J.D. Power released the research on China’s new car purchase intention. This study focuses on the cognition and attitude of prospective car buyers towards automobile brands, the information channels used, the brands and models to be considered, the preferred automobile configuration and purchase considerations, etc. Prospective buyers refer to consumers who plan to buy cars in the next 6 months. The brand influence score (BIS) included in the study is a comprehensive evaluation index based on brand awareness, brand familiarity and brand preference.

The study found that Chinese consumers have a high demand for intelligent configuration. Among the seven factors affecting car purchase decision-making, automobile intelligent experience accounts for 14% of the weight, and 24% of prospective car buyers believe that automobile intelligent experience is the most important consideration. At the same time, the study also found that the lack of new technology or sense of science and technology has become the third biggest concern of potential customers.

J. Wang Qinghua, general manager of joint research in D. power China, said: “In the wave of intellectualization, the sense of science and technology of vehicles has become an important consideration for consumers when buying cars. Manufacturers should put consumers’ needs first and take the basic scientific and technological functions with high consumer demand as the standard configuration in product design. At the same time, when promoting and implementing high-tech configuration, they should focus on the configuration with high assembly demand but poor practical experience , we can focus on improving the overall use experience to avoid causing consumer dissatisfaction after entering the market; for the configuration with low equipment demand but good actual experience, we can strengthen cognitive education, improve market acceptance and penetration, and let consumers fully feel the experience advantages brought by intelligence. “

Other findings of the study:

There are obvious differences in car purchase preferences among different groups: the proportion of women considering buying new energy vehicles after 95 is the highest, and men aged 30 to 40 have higher purchase intention of international brand fuel vehicles. In the purchase reason, the appearance and shape  、 Good car buying experience and strong power are the top five main reasons for men and women to buy cars  。

The overall brand influence of the industry will rise in 2021: the brand influence score (BIS) included in the study shows that the average brand influence score of the industry in 2021 is   621 points, 10 points higher than that in 2020  。 The brand influence score of luxury car market is   629 points, up from last year   20 points  ； The brand influence score of mainstream car market is   619 points, 7 points higher than last year  。

The influence of independent brands continues to rise: international brands remain in the lead in brand influence, and the influence of independent brands, especially new power brands, has also increased significantly. Some independent brands have entered the “high cognition and high preference” range previously dominated by international brands, which means that independent brands have a higher intentional purchase rate as a whole.

Brand influence ranking

In the luxury car market, BMW (682 points) ranks first in the influence of luxury car brands, while Audi (678 points) and Mercedes Benz (657 points) rank second and third respectively. In the mainstream car market, FAW Volkswagen (680 points) won the first brand influence of mainstream cars, and SAIC Volkswagen (679 points) and FAW Toyota (673 points) ranked second and third.

Based on the feedback of 11266 prospective buyers, the 2021 China new car purchase intention study (NVIS) covers a total of 67 brands. The data collection is carried out in two stages through online survey. The collection time is January 2021 and June 2021 respectively.

About J.D. Power

J. D. power is a leading global consumer insight, market research and consulting, data and analysis service enterprise, committed to helping enterprises improve customer satisfaction, so as to promote performance growth and improve profits. Founded in 1968, the company has several offices in North America, South America, Asia Pacific and Europe.

2021 study on new car purchase intention in China – luxury car brand ranking

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