Gasgoo.com (Shanghai July 18) - A recent study by J.D. Power Asia Pacific shows that Chinese consumers are more inclined to buy European brand vehicles than before, the Shenzhen Economic Daily reported today. According to J.D. Power's 2012 China New-Vehicle Intender Study, the percentage of automobile buyers wanting to purchase a European vehicle has increased from 25 percent in 2009 to 35 percent this year.
The study, which is now in its fourth year, aims at studying purchase tendencies of Chinese consumers who are preparing to purchase a vehicle within the next 12 months. According to the research firm's introduction, "the study is designed to provide key consumer insights by examining brand awareness, purchase consideration, rejection reasons and media usage, as well as consumer perceptions of various models among these new-vehicle intenders." A total of 171 models from 52 brands, covering 11 different automobile segments, were selected for the study.
According to the report, European vehicles are far ahead of their competitors in Chinese consumers' minds. German models, in particular, were very well-received, topping seven of the 11 segments reviewed. In first-tier cities, 32% of buyers leaned towards buying a German car. According to the study, "the primary reasons for considering a German model include safety features; quality of workmanship; and durability and low failure rate."
Meanwhile, the number of interested consumers in Japanese brands fell from 32 percent in 2009 to 24 percent.
