The volume importance of luxury cars in the China market reached 15% in 2019 compared to only 9% in 2014, and the market is more resilient compared with the overall car market and will become more competitive after the outbreak of COVID-19. Consumers purchase luxury cars for different reasons. Compared with other developed auto markets such as the US, Chinese consumers have stronger recognition of luxury cars’ quality value. With the more affordable price of luxury cars, Mintel expects quality-focused consumers will increase in the luxury car market in future.

This Report investigates the different personas of luxury car owners and their lifestyles across different life aspects, preferences in interior design, upgrading willingness, the brand exclusive services they demand, and their frequency of socialising online and offline. Understanding each persona’s different lifestyles and attitudes towards luxury cars and cross-category purchasing will help brands to develop different marketing strategies when targeting them.

• Important factors influencing luxury car owners’ purchasing decisions for cars

• Three main personas of luxury car owners and their lifestyle priorities in other categories

• Luxury car owners’ preferences in terms of interior design, upgrading willingness and brand exclusive services

• Frequency of luxury car owners participate in certain online and offline activities

This Report defines luxury cars as cars priced higher than RMB 300,000 of the following 13 brands.

• Included: Audi, Mercedes-Benz, BMW, Porsche, Cadillac, Lincoln, Tesla, Lexus, Infiniti, Acura, Land Rover, Jaguar and Volvo.

• Excluded: legacy car brands, eg Borgward and Hongqi, super luxury brands, eg McLaren, Bentley, Rolls-Royce, Aston Martin, Ferrari, Lamborghini and Maserati, hypercar brands, eg Shelby, Koenigsegg, Bugatti and Pagani, and commercial vehicles, eg buses and trucks.

Respondents include 1,000 luxury car owners, aiming at investigating the lifestyles of luxury car owners.