(Cai see September 17, 2021) Consumer insight and market research agency J.D. Power (Jundi) officially released the 2021 China new car purchase intention study SM (NVIS). Research shows that among the people who intend to buy a car in the next six months, nearly a quarter of consumers will take intelligent experience as the most important car purchase decision factor.
This is the 13th consecutive year that J.D. Power has released a study on China's new car purchase intentions. The research focuses on the cognition and attitude of intended car buyers to car brands, the information channels used, the brands and models that are specifically considered for purchase, the preferred car configuration and purchase consideration factors. Intentional car buyers are consumers who plan to buy a car in the next 6 months. The brand influence score (BIS) included in the research is a comprehensive evaluation index based on brand recognition, brand familiarity and brand preference.
research has found that Chinese consumers have a high demand for intelligent configuration. Among the seven factors that influence the decision to purchase a car, the intelligent experience of the car occupies 14% of the weight, and 24% of intended car buyers believe that the intelligent experience of the car is the most important consideration for their car purchase. At the same time, research has also found that the lack of new technology or sense of technology has become the third largest car purchase concern among potential customers.
Other findings of the study:
- There are obvious differences in car buying preferences among different groups of people: Post-95 women have the highest proportion of considering buying new energy vehicles, and men between 30 and 40 are more likely to buy international brand fuel vehicles. high. Among the reasons for buying, appearance, good car buying experience and strong power are the top five main reasons for buying cars for men and women.
- 2021 The overall brand influence of the industry rises in the year: research includes the brand influence score (BIS) shows that in 2021, the industry's average brand influence score is 621 points, an increase of 10 points over 2020.The brand influence score of the luxury car market was 629 points, an increase of 20 points over last year; the brand influence score of the mainstream car market was 619 points, an increase of 7 points over last year.
- The influence of independent brands continues to rise: International brands still maintain a leading position in brand influence, and the influence of independent brands, especially new power brands, has also increased significantly. Some self-owned brands have entered the "high awareness and high preference" range previously dominated by international brands, which means that the overall self-owned brands have a higher rate of intention to purchase.
brand influence ranking
In the luxury car market, BMW (682 points) ranks first in luxury car brand influence, Audi (678 points) and Mercedes- Mercedes-Benz (657 points) ranked second and third. In the mainstream car market, FAW-Volkswagen (680 points) ranked first in the mainstream car brand influence, SAIC-Volkswagen (679 points) and FAW Toyota (673 points) ranked second and third.
related links:
http://china.jdpower.com
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