Audi, BMW and Volkswagen Enjoy High Brand Awareness

Study Finds Styling and Seating Comfort Key to Attracting New Car Buyers

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Volkswagen scored high with consumers in China with models like Sagitar
Volkswagen scored high with consumers in China with models like Sagitar
SHANGHAI ( -- Exterior styling and seating comfort are the two features Chinese consumers value most when buying a new car, according a new study by J.D. Power Asia Pacific.

Released last week, the American consultancy's 2009 China New Vehicle Study examines automotive brand awareness, consumer perceptions and media habits, along with purchasing considerations among Chinese consumers intending to buy new vehicles within the next 12 months.

According to the study, 23% of the respondents rank exterior styling as the most important factor when deciding on a vehicle purchase. Meanwhile, 19% choose seating comfort and 17% see fuel economy as the most important features.

The study also indicates Audi, BMW and Shanghai Volkswagen have particularly high brand awareness. More than 85% of people who intend to buy a car in China said they had heard of these brands.

New vehicle buyers are more likely to consider international brands than domestic Chinese brands.

Among 45 brands included in the study, Audi, BMW and Guangzhou Honda were the highest-scorers.

Among domestic Chinese brands, BYD, Chery and Roewe had high consideration for purchase rates.

The online study was based on responses by 4,694 respondents who said they intended to buy new cars. The study was conducted in April and May 2009 in 32 major Chinese cities.

This article was first published in Automotive News China, which is also a publication of Crain Communications.

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