This shows that the Chinese automotive culture is starting to mature, what do you guys think?Chinese Car Buyers Expected to Be More Savvy
2006-07-10 09:42:56 Shanghai Daily
Chinese auto buyers will pay more attention to practical in-car functions in the future in addition to sticker prices, according to a recent industry report.
The report was based on a survey of 500 car owners in Shanghai, Beijing and Guangzhou.
Owners embraced integrated, hands-free phone technology and audio entertainment systems, especially MP3 players, as they spend an average of 2.5 hours every day in their car, according to the report from Visteon, one of the world's leading auto parts suppliers.
"The Chinese market has changed dramatically and car owners now don't always automatically go for the cheapest price," said Yang Weihua, marketing director for Visteon Asia Pacific.
Yang also said most respondents said they would be willing to pay for advanced technologies as long as they are reliable.
Most car drivers don't go far beyond basic functions such as an odometer, a digital clock and temperature display. But ever changing dashboard displays, which may distract attention from driving, was a concern, according to owners.
Most vehicle owners also liked the idea of a portable navigation system that could be removed from the car. But luxury car owners still prefer an integrated system. Other highlights included a strong desire for a faster and more efficient heating/cooling system.
The industry boasted fast development with a double-digit growth rate in both sales and production as the booming economy means disposable income is rising. But the market is still in its infancy. There are only 40 cars per 1,000 people in China compared with more than 700 autos per 1,000 people in North America.
Sales of compact cars increased in China as more than 70 percent of the market is comprised of first-time buyers, who are more budget conscious. However, the survey found that only about 64 percent of buyers are satisfied with their compact cars compared with an 86 percent satisfaction rate in the large luxury car segment.