Table of Contents
Executive Summary
-
- Car usage occasions
- 70% of car owners have done 1-2 day’s trip
-
- Figure 1: Car usage occasions, December 2014
- More than half of car owners use cars on at least seven occasions
-
- Figure 2: Repertoire analysis of car usage occasions, December 2014
- Different car usage habits of young consumers may influence final purchase
- SUV owners use their cars for more occasions
-
- Figure 3: Repertoire analysis of car usage occasions, by type of car owned, December 2014
- Feelings about driving
- High earners and parents think driving expands their social circle
-
- Figure 4: Consumer sentiment about driving cars, by demographics, December 2014
- High earners are more likely to see driving as a way to relieve pressure
-
- Figure 5: Consumer sentiment about driving cars, by household income, December 2014
- Car owners are more likely to feel fulfilled rather than excited when driving
-
- Figure 6: Consumer sentiment about driving cars, December 2014
- Consumer segmentation
- Key issues
- Using family sentiment to evoke consumers instead of introducing functions directly
- Heavy car usage indicates more attention to safety and comfort
- Collaborating with travel industry to deepen brand influence
- Making online campaign less intrusive in car advertising
- What we think
Issues and Insights
-
- Using family sentiment to appeal to consumers instead of functions
- The facts
- The implications
- Heavy car usage indicates more attention to safety and comfort
- The facts
- The implications
- Collaborating with travel industry to deepen brand influence
- The facts
- The implications
- Making online campaign less intrusive in car advertising
- The facts
- The implications
Trend Application
-
- Who are the Joneses?
- Immaterial World
- Many Mes
The Consumer – Trends in Car Ownership
-
- Key points
- Ownership of Japanese brands growing fast
-
- Figure 7: Types of car already owned, by brand, August 2013 and December 2014
-
- Figure 8: Japanese brands ownership, by personal income, August 2013 and December 2014
- Consumers are spending more on their cars
-
- Figure 9: Types of car already owned, by price range, August 2013 and December 2014
- Consumers show more preference for SUVs and MPVs
-
- Figure 10: Types of car already owned, by body type, August 2013 and December 2014
The Consumer – How do Consumers Use Their Cars?
-
- Key points
- 70% of car owners have done 1-2 day’s trip
-
- Figure 11: Car usage occasions, December 2014
- More than half car owners use cars in at least seven occasions
-
- Figure 12: Repertoire analysis of car usage occasions, December 2014
- The different car usage habits of young consumers may have an influence on their final purchase
- Consumers in their 30s are heavy car users
-
- Figure 13: Repertoire analysis of car usage occasions, by age, December 2014
-
- Figure 14: Car usage occasions, by age, December 2014
- SUV owners use their cars for more occasions
-
- Figure 15: Repertoire analysis of car usage occasions, by type of car owned, December 2014
-
- Figure 16: Car usage occasions, by car type, December 2014
The Consumer – How do Consumers Feel About Driving?
-
- Key points
- An opportunity for basic passenger cars to win back consumers
-
- Figure 17: Consumer sentiment about driving cars, by type of car owned, December 2014
-
- Figure 18: Monthly household income of car owners, by type of car owned, December 2014
- High earners and parents are likely to expand their social circle via driving
-
- Figure 19: Consumer sentiment about driving cars, by demographics, December 2014
- High earners are more likely to see driving as a way to relieve pressure
-
- Figure 20: Consumer sentiment about driving cars, by household income, December 2014
- People from Beijing and basic passenger car owners are more irritated in rush hour
-
- Figure 21: Consumer sentiment about driving cars, by demographic and type of car owned, December 2014
- Car owners are more likely to feel fulfilled than excited when driving
-
- Figure 22: Consumer sentiment about driving cars, December 2014
- Potential opportunity to make brand stand out
-
- Figure 23: Consumer sentiment about driving cars, by different car owners, December 2014
-
- Figure 24: Consumer sentiment about driving cars, by car type and brands, December 2014
The Consumer – Lifestyle of Car Owners
-
- Key points
- US and Korean car owners are likely to be sociable and stay in fashion
-
- Figure 25: selected lifestyle statements about car owners, by brands’ country of origin, December 2014
- Japanese brand owners are likely to check and write comments
-
- Figure 26: selected lifestyle statements about car owners, by brands’ country of origin, December 2014
- Potential method to attract Chinese self-owned brand buyers
-
- Figure 27: selected lifestyle statements about car owners, by brands’ country of origin, December 2014
The Consumer –Target Car User Groups
-
- Key points
- Mapping out the different consumer clusters
-
- Figure 28: Consumer segmentation, December 2014
-
- Figure 29: Agreement to attitudinal statements, by cluster group, December 2014
- Low-frequency Drivers
- Demographic profile
- Cars they tend to drive
- Attitudes towards cars
- Lifestyle
- Marketing implications
- Family Drivers
- Demographic profile
- Cars they tend to drive
- Attitudes towards cars
- Lifestyle
- Marketing implications
- Daily Commuters
- Demographic profile
- Cars they tend to drive
- Attitudes towards cars
- Lifestyle
- Marketing implications
- Image Seekers
- Demographic profile
- Cars they tend to drive
- Attitudes towards cars
- Lifestyle
- Marketing implications
- Want-it-alls
- Demographic profile
- Cars they tend to drive
- Attitudes towards cars
- Lifestyle
- Marketing implications
Back to top