Chinese consumers prefer German over American brands - James Roy

James Roy

Especially in the car industry, American brands are fighting heavily with their German competitors. And the Germans are doing better tells retail analyst James Roy to Bloomberg.

Bloomberg:

Mainland buyers have traditionally equated luxury with German nameplates. Volkswagen-owned Audi is China’s top luxury brand, with 30 percent of the high-end market in 2015; BMW is No. 2, with 25 percent; and Daimler’s Mercedes-Benz line is third, with 20 percent. 

Cadillac is far behind, tied with Chinese automaker Geely Automobile Holdings’ Volvo at No. 6—they each commanded 4 percent of the market last year, according to Bloomberg Intelligence. Lincoln had less than 1 percent. “There really is a solid association in Chinese consumers’ minds with the premium German brands,” says James Roy, associate principal of China Market Research Group. “American cars are viewed as fine and good and functional, but they don’t have that premium image.”... 

President Xi Jinping’s campaign against corruption and conspicuous consumption among officials may also provide an opening for U.S. cars. “Consumers are trading down,” says Roy of China Market Research Group. “People are not looking to be as obvious or flashy with their wealth as before.”

More in Bloomberg.

James Roy 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 branding experts at the China Speakers Bureau? Check out this list.  

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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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