“Communications between automotive influencers and consumers are more active than we had expected in both means of contact points and interactive engagements. Automotive influencers have significant impact on consumers’ car purchasing consideration, especially on car grades of interior specification. On the other hand, consumers have a clear understanding and preference when they read content posted by different types of influencers. The1990s and later generation are more interested in car performance reviews posted by individual bloggers and show stronger interest in open discussion with both bloggers and other users. It is crucial for brands to understand and develop automotive influencer marketing strategies, depending on different targets at different stages.”

– Terence Zhou, Senior Research Analyst

This report looks at the following areas:

More collaborations between professional reviewer and experienced car owners to increase purchasing intentions

Mutual communication collaborations by KOLs and brand sales

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