The Beijing Autoshow has opened its doors to the general public and the exhibition is proving to be an ideal platform for car manufacturers to raise their profile and strengthen the interest in their brand. However, in order to benefit the most from the positive consumer climate in the mainland, car makers have to meet expectations of their future clientele. This is one of the major outcomes of a recent TNS Automotive China online survey of 1,900 car owners and potential buyers in the run-up to the Auto China 2010.
Consumers interested in the auto show appreciate the close access to product information (36 percent), the interactive environment (12 percent) and the opportunity to sit in their dream car, which they cannot do anywhere else (8 percent). They look above all for new model launches (74 percent) and the introduction of new environmental technologies (59 percent). "With the vast majority of new model launches this year coming from independent domestic brands, Chinese car manufacturers take full advantage of showcasing the fruits of their development, and in this regard, gain the upper hand against the international Joint Venture (JV) manufacturers", says Klaus Paur, Shanghai-based Regional Director of TNS Automotive North Asia. "In addition, they are at eye-level with their international competitors when it comes to the promotion of hybrid and electric powertrain technology."
Virtually all car owners and purchase intenders are in accordance that there is a need for environmentally friendly vehicles with 3 out of every 4 respondents completely agreeing on the necessity to use energy saving cars (74 percent). Nevertheless, a credible green image can only be achieved if car manufacturers not only minimize emissions and reduce fuel consumption, but also propose the use of new materials, provide reliable technology and durable engines. Beside new energy concepts, "green" for car consumers also means further refining the conventional technology. "Despite progress made by Chinese manufacturers, international car makers with their high level of experience in the traditional combustion engine technology can still keep their competitors from the mainland at bay" Paur adds.
Graph: Attributes to define a green car image in China
Overall, the Beijing Auto Show comes at a time when Chinese car consumers are upbeat about the economic development in their country. Compared to a similar study one year ago where only 7 percent of respondents had expected a much better situation in the months to come) 38 percent of car consumers in 2010 think that the economic situation is much better than in the previous year. In addition, more than half of them (55 percent) believe that the development will be even better in the next 5 years. "This robust consumer confidence is a clear indicator for a continued healthy development of the Chinese car market. The Beijing Auto Show is going to set the tone of what we can expect from the car makers in the near future", concludes Paur.
About this study
Partnering with Lightspeed Research, TNS Automotive China conducted this syndicated study in the run-up to the Auto China 2010. The results are based on 1,900 online interviews (car owners and intender buyers aged between 18-40) across mainland China, aim to understand consumer perceptions towards the 11th International Auto Exhibition.
