Table of Contents
Overview
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- What you need to know
- Covered in this Report
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- Figure 1: Definition of different monthly household income groups, by city tier, November 2016
- Excluded
Executive Summary
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- The market
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- Figure 2: Best- and worst-case forecast of the market volume of SUVs, China, 2012-22
- Companies and brands
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- Figure 3: Top 10 brands in SUV sales, by sales volume, 2015-17
- Figure 4: Top 10 bestselling SUV models, by sales volume, 2015-17
- The consumer
- Over half of car buyers are considering SUVs
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- Figure 5: Car models owned and planning to buy, December 2017
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- Figure 6: Car models planning to buy (selected), by age and car ownership, December 2017
- Either success or failure boils down to space
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- Figure 7: SUV purchasing drivers, by monthly household income, December 2017
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- Figure 8: SUV purchase barrier, December 2017
- Divided target price ranges
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- Figure 9: SUV purchase price, by car ownership, December 2017
- Special feeling for German cars
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- Figure 10: SUV buyers’ favourite brand and model, December 2017
- Car buyers are willing to see personalised ads
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- Figure 11: Attitudes towards cars, December 2017
- What we think
Issues and Insights
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- Where will be the future of SUVs?
- The facts
- The implications
- Who are the real fans of SUVs?
- The facts
- The implications
- Where is the green field in SUV marketing?
- The facts
- The implications
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- Figure 12: Different seating layout designs of Redspace
The Market – What You Need to Know
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- Skewing towards large-size SUVs
- Driven by lower tier city car buyers
Market Size and Forecast
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- Double the annual sales volume in four years’ time
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- Figure 13: Best- and worst-case forecast of the market volume of SUVs, China, 2012-22
- Skewing towards large-size SUVs
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- Figure 14: SUV sales volume share, by segment, China, 2015-17
Market Factors
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- Trading up trend
- Demand of car buyers in lower tier cities
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- Figure 15: Migrant population of China, 2011-16
- New energy and autonomy trend
Key Players – What You Need to Know
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- Relying on a single model is not a sustainable competitive strategy
- Demonstrate the thinking on both internal and external design
Market Share
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- A market of intense competition
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- Figure 16: Top 10 brands in SUV sales, by sales volume, 2015-17
- Bestselling SUV models
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- Figure 17: Top 10 bestselling SUV models, by sales volume, 2015-17
Competitive Strategies
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- Introduce premium sub-brand
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- Figure 18: Lynk & Co introduced by Geely (left) and WEY introduced by Changcheng (right)
- Demonstrating the thinking on the format of future mobility
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- Figure 19: BMW X2 Concept (left) and Lexus LF-1 Limitless (right)
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- Figure 20: BMW i8 Mirror-less concept (left) and Byton Concept (right)
- Figure 21: Honda Urban EV (left) and Audi e-tron Sportback (right)
Who’s Innovating?
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- Cross-type SUV
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- Figure 22: Mercedes-Benz GLA, Mazda CX-4 and Geely Dihao GS
- A new marketing direction of highlighting inner environment
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- Figure 23: The interior design of WEY
- Figure 24: The ‘Queen’s Co-pilot seat’ of NIO ES8
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- Figure 25: The different modes of BMW Vision vehicle
The Consumer – What You Need to Know
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- A growing demand for middle-to-full-size SUVs
- Either success or failure boils down to space
- Widely spread target prices
Models Planning to Purchase
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- SUVs are replacing compact-to-mid-size sedans
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- Figure 26: Car models owned and planning to buy, December 2017
- High loyalty of SUV owners
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- Figure 27: Car models planning to buy (selected), by age and car ownership, December 2017
- Figure 28: Gap between replacement buyers considering SUVs and other replacement car buyers (as benchmark) on the current cars owned, December 2017
- An opportunity for both full-size and micro cars
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- Figure 29: Models owned, by family structure, December 2017
- Top competing models of SUV
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- Figure 30: Other models SUV buyers consider, December 2017
SUV Purchasing Drivers
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- Space and safety
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- Figure 31: SUV purchasing drivers, overall and by generation, December 2017
- Space is most valued by low-income families
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- Figure 32: SUV purchasing drivers, by monthly household income, December 2017
- Different requirements on driving functionalities
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- Figure 33: SUV purchasing drivers, by first-time buyers and replacement buyers, December 2017
Favourite Brand and Model
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- Star models ranked by Chinese SUV buyers
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- Figure 34: SUV buyers’ favourite brand and model, December 2017
- Brand and model preference differs by regions
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- Figure 35: SUV buyers’ favourite brand, by region, December 2017
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- Figure 36: SUV buyers’ top three favourite models, by region, December 2017
- Generation gap on brand and model preference
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- Figure 37: SUV buyers’ top three favourite brands, by generation, December 2017
SUV Purchase Price
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- RMB 150,001-200,000 range catches the most attention
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- Figure 38: Car purchase price, by car type, December 2017
- Replacement buyers are more focused on price ranges
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- Figure 39: SUV purchase price, by car ownership, December 2017
- Post 80s and post 90s are planning to spend almost the same
SUV Purchase Barriers
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- Issues associated with a big size
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- Figure 40: SUV purchase barrier, December 2017
- Convince young car buyers via better experience
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- Figure 41: SUV purchase barrier, by generation, December 2017
- Top choices for SUV non-buyers
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- Figure 42: Top choices of SUV non-buyers, by purchase barrier, December 2017
Attitudes towards Cars
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- Requirement of 4WD differs by age and gender
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- Figure 43: Attitudes towards cars, December 2017
- No significant preference difference between real-time and full-time 4WD
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- Figure 44: Attitudes towards 4WD, by car ownership, December 2017
- MPV as a potential threat
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- Figure 45: Attitudes towards MPV, by gender and age, December 2017
- Less brand talking, more informative
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- Figure 46: Attitudes towards car ads, by intended SUV buyers and non-buyers, December 2017
- Pushing out pays
Meet the Mintropolitans
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- Compact SUV catches higher attention among MinTs
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- Figure 47: Gap between MinTs and Non-MinTs (as benchmark) on car models planning to buy, December 2017
- Safety first
- RMB 250,001-300,000 range is valued by MinTs
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- Figure 48: SUV purchase price, by consumer classification, December 2017
- Appearance as the third barrier for MinT SUV non-buyers
- MinTs tend to be hardcore SUV drivers
Appendix – Market Size and Forecast
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- Figure 49: Total market volume of SUVs, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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