Marketing Automotive

JD Power, the consultancy company (*), assessed the views of 11,678 people who had bought a new vehicle from 52 carmakers since February 2008. More specifically, it asked respondents to use a 1,000-point scale to rate their experience during and after the purchase process.

Chevrolet, which is run by Shanghai General Motors – a joint venture formed by GM and a local partner – claimed top spot in the rankings on 875 points. Guangqi Honda took second on 874 points, ahead of Dongfeng Honda in third on 871 points, indicating the overall strength of the Japanese firm. Roewe was the leading domestic marque on 869 points, and had climbed from sixteenth position in the same survey last year. Dongfeng Peugeot completed the top five and confirmed the dominance of foreign enterprises in China. All of these manufacturers generated improvements on each the metrics tracked by JD Power, which included the quality of the advice customers received and the facilities provided.

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According to a report by Nielsen Chinese local car brands are overtaking their American and Japanese counterparts to become the top choice among potential car owners in China.

In recent months, Chinese car makers have expanded their lines and have launched intensive marketing campaigns to promote their new products.

Some 65 per cent of respondents regard design as the most important factor in a new car and while demand for comfort based on safe design is increasing, a stylish and sporty look is favoured even more highly.

Over 70% of potential buyers said they judge how fashionable a car is by looking at the styling on the front.

“Demand for private ownership of automobiles has become a symbol of quality, of a person’s values and of their personality,” said Georgia Zhuang, head of auto research at Nielsen.

Quality of life and ease of transport remain the two key reasons for buying a car.

July 2010