Expensive cars and their drivers: what are their characteristics? - Rupert Hoogewerf

Rupert Hoogewerf

Rich Chinese think their cars represent the way they stand in society. But Rupert Hoogewerf, founder of the Hurun Rich List, found out there might be a huge difference between the car owners and the rest of the Chinese on how they feel about the cars, he tells the Shanghai Daily.

The Shanghai Daily:

The Hurun Report found some disparities between the public stereotype of specific luxury car owners and how the owners think of themselves. 

Mercedes Benz owners are viewed as entrepreneurial, cultivated and successful, which is pretty much in line with how their owners see themselves. 

BMW owners describe themselves as owners of small and medium-sized businesses or senior managers in multinational companies. They say they have a positive attitude and believe in living life to the fullest while being relatively discreet. That’s not quite the public stereotype of BMW owners as nouveau riche, materialistic and show-offs. 

Land Rover owners are considered to be nouveau riche, second-generation wealth and show-offs, while Land Rover owners consider themselves to be professional, senior managers and self-made people. 

Volvo owners are viewed by the public as valuable members of society, low-key, morally upstanding and family-oriented. Of the eight car brands surveyed, Volvo car owners came closest to their image. Additionally, they consider themselves to be returnees. 

Audi owners are viewed as government officials, mature and experienced. This image is the most defined in all the eight brands. Audi owners consider themselves to be white-collar workers with a positive attitude toward life and a zeal to live life to the fullest. 

Cadillac owners have the image of mature and successful white-collar workers. The owners consider themselves to be senior managers in multinationals. Infiniti owners have the public image of second-generation rich, film stars and highly active people, while Infiniti owners view themselves as white-collar workers. 

Lexus owners don’t fall into any distinctive public stereotype, while Lexus owners consider themselves to be white-collar workers, professionals and senior managers in state-owned enterprises.

More in the Shanghai Daily.

Rupert Hoogewerf is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers´request form.

Are you looking for more experts on luxury goods at the China Speakers Bureau? Do check out this list.  

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Profiles of luxury car owners – Rupert Hoogewerf

Rupert Hoogewerf

Luxury car brands tell much about the ambitions of their owners, and how people think about them, disclosed the Hurun White Paper on luxury cars last week. In the Global Times an overview of the profiles of the owners of Audi, BMW, Mercedes- Benz, Lexus, Volvo, Land Rover, Cadillac and Infiniti, according to Hurun founder Rupert Hoogewerf.

The Global Times:

The report came to some interesting conclusions. For example, the public opinion of Mercedes-Benz and Volvo car owners are very similar to the way the owners of these cars view themselves. The public perception of BMW owners contrasted greatly to the personal opinions of the owners. 

Mercedes-Benz: Owners of Mercedes-Benz cars are considered to be entrepreneurs, cultivated and successful. This was very much in line with how owners of Mercedes-Benz cars viewed themselves. 

BMW: Those who drive BMW cars consider themselves to be small and medium sized business owners, or senior managers of multinationals. They see themselves as being positive and are relatively discreet, all of which contrast to the public perception that they are nouveau riche, materialistic and pretentious. 

Land Rover: Land Rover car owners are considered to be young rich people who are boastful and vain. However, the owners consider themselves to be professionals and self-made businessmen. 

Volvo: Volvo cars, often viewed as inexpensive and practical, are unsurprisingly associated with low-key and valuable members of society. Of the eight car brands owners surveyed, Volvo car owners came closest to their public image, viewing themselves as being family-orientated and loyal Volvo customers. 

Audi: Government officials are thought to be the most likely owners of Audi cars. This image was the most distinct image of all the eight brands. Audi owners consider themselves accomplished white-collar workers. 

Cadillac: The owners of Cadillac cars are perceived as being mature and family-orientated, while the owners describe themselves as senior managers in multinational companies. 

Infiniti: Infinti cars are viewed as being owned by film star types, but the owners see themselves as young, active and middle-class workers. 

Lexus: The survey among the public failed to find a distinct class for Lexus car owners, with many respondents giving contrasting opinions. Lexus owners, however, consider themselves to be hard-working professionals in senior management roles of State-owned enterprises. 

Rupert Hoogewerf, the chairman and chief researcher of the Hurun Report, shared his opinion on the survey's results. 

"Spending money on a nice car is the first outward sign of success for many Chinese. The objective of this report is to highlight the brand image of these luxury cars in China," he said.

More at the Global Daily.

Rupert Hoogewerf is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers´request form.

Are you looking for more luxury good experts at the China Speakers Bureau? Check out our latest list.  

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