In today’s crowded car market, auto advertisers are hard-pressed to connect with consumers, encourage new sales, and do it all under shrinking budgets. It’s a steep challenge, and one that can only be met with a full understanding of how consumers shop for cars and how they react to automotive advertising.
According to the leading global information & measurement company Nielsen, 82% car owners are interested in self-driving vehicles, 86% of them have considered buying one, and 94% of those driving a car worth over one million yuan have an intention to purchase a self-driving car, proving that self-driving car has high recognition in Chinese market.
The new energy market is entering a new era. Instead of being driven by favorable policies such as subsidies or license plates, its development model is shifting from policy orientation to market orientation with dramatic changes in its market structure and demands. In the future, competitiveness of products will be the key to capturing market share.
According to the "Automotive Marketing in Sports White Paper" jointly released by the world’s leading performance management company Nielsen and Chinese multimedia conglomerate Tencent, the advertising volume of automotive enterprises increased rapidly with the booming development of China's automotive industry.
The popularity of clean energy vehicles among Chinese consumers is rising, with 27% of car-buyers willing to consider purchasing Blade Electric Vehicles (BEV), and 25% interested in Plug-in Hybrid Electric Vehicles (PHEV).
Consumers’ demand for new energy vehicle is shifting from policy driven to individual needs driven; gasoline-electric hybrid cars have more demands and large potential in the future five years; New energy vehicle owners are young, highly educated, middle-class
New city immigrants and consumersfrom China’s middle-western and southern regions andfourth tier cities and ts report high auto consumption demand
Electric and hybrid cars are more acceptable to Chinese consumers
A new report from Nielsen in partnership with the China Association of Automobile Manufacturers (CAAM), identifies four key innovative strategies to help automobile companies better meet the evolving needs of today’s changing Chinese consumers:
From being a symbol of freedom to a way to get from point A to point B, cars capture the heart of millions. In fact, 65 percent of Internet respondents across 60 countries are planning to buy a new or used car in the next two years, according to findings from a recent Nielsen global survey.
Car ownership in China is no longer just a privilege for a select few in China. In fact, continuous urbanization and improving living standards are having a significant impact on the car buyers of tomorrow—a strong majority of whom live in China’s fast-growing tier three and tier four cities.
From “Zoom zoom” to “Like a rock,” automotive ads have a way of resonating with consumers—and making lasting impressions. But not all ads are created equal, as Volkswagen’s "Dog Strikes Back" proved at Nielsen’s 7th Annual Nielsen Automotive Advertising Awards.