Exterior styling important for Chinese car buyers

Exterior styling is of primary importance in capturing new-vehicle purchasers in China, according to the 2009 China New Vehicle Intention to Purchase Study SM released recently by J.D. Power Asia Pacific.

The study is based on responses by 4,694 new-vehicle purchasers who intend to buy a new vehicle within the next 12 months. The study was conducted in 32 major cities across China. It examines automotive brand awareness, consumer perceptions and purchase considerations as well as media habits.

The study finds that exterior styling (23 percent) is the most important factor for new-vehicle purchasers when they consider buying a vehicle. Other important considerations include seating comfort (19 percent) and fuel economy (17 percent).

Eighty-five percent of respondents say that they go online for information about vehicles under consideration. Those who use the Internet for vehicle information most often search for consumer reviews and reliability ratings.

Other information sources used frequently include auto shows (53 percent), automotive magazines (52 percent) and television (49 percent).