Research on new car purchase intention in 2021 China From J.D. Power

The following is the Research on new car purchase intention in 2021 China From J.D. Power recommended by recordtrend.com. And this article belongs to the classification: Automobile industry.

J.D. Power, the world’s leading consumer insight and Market Research Institute, officially released the 2021 China new car purchase intention research 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. Among the reasons for buying, appearance, 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, an increase of 10 points over 2020. The brand influence score of luxury car market was 629 points, an increase of 20 points over last year; The brand influence score of the mainstream car market was 619 points, an increase of 7 points over 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 luxury car brand influence, Audi (678 points) and Mercedes Benz (657 points) rank second and third respectively. In the mainstream car market, FAW Volkswagen (680 points) ranked first in the brand influence of mainstream cars, and SAIC Volkswagen (679 points) and FAW Toyota (673 points) ranked second and third.

More reading: J.D. Power: 2021 China’s automobile after-sales service satisfaction research J.D. Power: 2021 China’s new car quality research J.D. Power: 2021 China’s automobile product charm index research J.D. Power: intelligence has become an important factor affecting consumers’ car purchase decision J.D. Power: China’s new car quality research in 2020, the quality of independent brands lags behind the industry average level J.D. Power: the research is significant It shows that more than 40% of potential automobile consumers have lost before entering the store. J.D. Power: Land Rover ranked bottom in the 2020 U.S. vehicle reliability ranking. J.D. Power: 2019 China automobile after-sales service satisfaction study (CSI) J. D. power: 2020 China Automobile Sales Satisfaction Research Report Buick ranked first J.D. Power & LMC Automotive: the new crown pandemic reduced the sales of new cars in the United States by 15% J.D. Power: the new crown pandemic made drivers more loyal to existing car brands J.D. Power: 2021 China automobile brand sales satisfaction J.D. Power: 2021 American customer service index Porsche Mini takes the lead J.D. Power: after China’s intention to buy new cars exceeds 60% 95 in 2021, it wants to buy domestic cars J.D. Power: why should we be the first in the travel service market? (download attached)

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