American automotive specialist researcher AutoPacific has released the results of a major study of American consumer acceptance of Chinese automotive brands. "Opportunity for Chinese Brands in the USA" details the results of a national mail survey of over 32,000 new car and light truck buyers in the USA.
Without having any Chinese auto brands sold in the USA (yet), about 15% of new car and light truck buyers in the USA would consider purchasing a vehicle from a brand from China. This compares to 16% considering a brand from Korea. Hyundai has been sold in the USA since 1986.
The people who will consider a Chinese brand are highly desirable customers. They tend to be much younger, more affluent for their age, more highly educated, and more likely to be female. They are also more likely to be middle management, health care professionals and administrators.
Clearly, when Chinese vehicles are ready to compete in the USA, the market will be ready for them. At risk are the top tier Japanese brands and Korean marques.
Without having any Chinese auto brands sold in the USA (yet), about 15% of new car and light truck buyers in the USA would consider purchasing a vehicle from a brand from China. This compares to 16% considering a brand from Korea. Hyundai has been sold in the USA since 1986.
The people who will consider a Chinese brand are highly desirable customers. They tend to be much younger, more affluent for their age, more highly educated, and more likely to be female. They are also more likely to be middle management, health care professionals and administrators.
Clearly, when Chinese vehicles are ready to compete in the USA, the market will be ready for them. At risk are the top tier Japanese brands and Korean marques.