What you need to know

Car owners’ desires for car upgrading remain strong, making for promising market prospects even in the post-COVID-19 period. Consumers are constantly seeking better experiences through upgrading in various aspects, including but not limited to higher-end brands. Meanwhile, car owners are becoming more rational across the car purchasing process and are more inclined to take a comprehensive consideration of different factors. It is becoming increasingly important for brands to leave outstanding and enduring impressions on consumers.

Having new options of information channels such as short video platforms, car owners’ lifestyles of getting car brands’ information are changing. To optimise the marketing strategies and stand out from others amid fierce competition, brands need to examine the effectiveness of different information channels in building brand images, understand consumers’ pain points across car purchase decisions and identify their demands for upgrading aspects.

Key issues covered in this Report

  • The Impact of COVID-19 on Car Purchasing Process and the key trends after COVID-19

  • Car Ownership Situation and Consideration Process

  • Decisive Factors

  • Brand Impression on Different Channels

  • Brand Image

  • Upgrading Aspects

  • Car Purchasing Attitudes

Definitions

Respondents include 3,000 internet users aged 20-49 who purchased a car within six years, are mainly responsible for making car purchasing decisions and car maintenance activities, aiming at investigating their car purchasing process.

Surveyed brand images and brand impression on different channels cover the following brands: Mercedes-Benz, BMW, Audi, Cadillac, Lexus, Toyota, Volvo, Geely and BYD.

Surveyed information channel included:

  • Video platforms (eg Bilibili or TikTok)

  • Social media (eg Weibo or WeChat)

  • Specialised automotive websites (eg AutoHome, Dongchedi)

  • Online ads (eg open-screen ads or pop-up ads)

  • Offline ads or activities (eg subway billboards or exhibition booth in shopping malls)

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