With an obvious sales slowdown in 2015, China's auto market is entering a more mature stage of development, and it is of great
importance to maximize future opportunities in the auto sales market. Carmakers and dealers must precisely identify and deeply
understand trends in customer demands and strategic layout to take a leadership position in the coming period of fierce competition.
Bitauto and Roland Berger have combined big data capabilities with industry insight and research expertise to examine and analyze auto
market trends in 2015.
Research background
Report objectives
1. To clearly identify present consumer trends, this report will fully interpret Bitauto's data on consumer preferences in China's auto
market over the past year in order to help auto clients enjoy a bird's eye view of changes in consumers' auto-purchasing demands.
2. This report provides insight into changes in the auto consumption structure, traditional consumer groups and traditional brand user
groups. Leveraging Roland Berger's experience and insights as well as Bitauto's big data resources, this report presents a clear view of
China's complex and disordered auto market from multiple perspectives and sets concrete reference points by which the industry can
understand consumers.
Introduction
Through our deep investigation of online auto purchasing behavior in China (via Bitauto's big data resources and indices), we aim to
analyze consumers' preferences when making auto purchases, consumer group makeup and other major trends auto consumption.
Data is sourced from the Bitauto index (which is based on big data collected by Bitauto). The Bitauto index is informed by analysis of auto
consumption data on browsing, searches and orders from Bitauto's website and over 500 other media partners. It integrates auto sales
data from authoritative sources to objectively and comprehensively reflect behavioral trends among Chinese auto consumers and
consumption activities throughout China's auto market. The report aims to provide carmakers, dealers and other auto industry operators
with objective, precise, effective and sustained data services to inform marketing strategy.
Methodology
Auto sales slow in 2015; market nears maturity after rapid growth
2000 and before
2001-2004 2005-2007 2012-2014 2015 and
after
Demand primarily from
the public sector
First car purchases for families in 1st-
tier cities
First car purchases for
families in 2nd- & 3rd-tier cities
Nation-wide consumption;
increased trade-ins
2008-2011
First car purchases for
families in 4th- & 5th-tier cities and rural areas
Market saturation drives emergence
of market sub-segments
Infancy
Broad overview of sales growth in China's auto market
CAGR: 40%
Taking off
Rapid growth
Maturity
CAGR: 33%
CAGR: 20% CAGR: 7% or lower
Source(s): Joint Advisory Committee of China Passenger Car Market sales figures; Roland Berger research
Introduction
Past and present market situation:
• Uneven consumption across
regional/urban-rural lines
• Auto industry developments
occur relatively quickly
• Overlapping increases in
consumption growth overlaps
and replaces previous growth
• Consumer divisions in market
sub-segments are complicated
Future market situation:
• Increasing market saturation
• Influence of mobile internet
• Transformation in the auto
industry toward further
integration
• New opportunities as the auto
market is adjusted
Given the complex and rapidly-changing consumption environment,
industry players must capitalize on future market opportunities
Introduction
Insights into
China's auto
consumers
Contents
• Trends in Chinese auto consumer preferences
• Trends in the makeup of Chinese auto consumers
• Six types of Chinese auto consumers
• Customer profiles for representative auto brands in
China
Pricing preferences:
Growing market share for
entry-level economy
models and enhanced mid-
to-high-end models Vehicle type preferences:
SUVs are still key
drivers of growth,
while the market share of
sedans continues to slide
Country of origin preferences:
Powered by both products and marketing,
independent brands are seeing gradual and
sustained growth
Urban preferences:
Auto consumption is becoming
more widespread; distribution
in 4th- and 5th-tier cities
growing noticeably
Regional preferences:
Sales volume is still
concentrated in the East,
but growth is speeding
up in central-
western China
Trends in Chinese auto consumer preferences
Pricing preferences: Growing market share for entry-level economy
models and enhanced mid-to-high-end models
Trends in Chinese auto consumer preferences
National sales volume of models in different price ranges
Economical choices for first car purchases
Better quality , mainstream positioning
Status symbol, trade-up vehicle 10% 6%
13% 8%
8% 14%
36% 32%
15% 21%
17% 18%
2014 2015*
<80K
80-120K
120-180K
180-250K
250-400K
>400K
C
120-180K
>180,000
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
Cars under 120K
+7% in
sales volume
2015 sales volume growth for two market sub-segments:
Cars from 180-250K
+6% in
sales volume
Vehicle type preferences: SUVs and MPV retain popularity, squeezing out
sedans, especially A-class models National sales volume of different vehicle types
14% 11%
39% 35%
12% 11%
4% 3%
24% 29%
8% 9%
2014 2015*
MPV
SUV
Mid-
size/large*
Mid-size
Compact
Subcompact*
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
* including luxury and sports cars
*Including microcars
Driven by growth in low-end cars; future growth to be slow as already close to hitting the ceiling
Meets dual needs for practicality and individuality; will still enjoy the favor of consumers in the short term
The mainstream choice for many years; will increasingly be divided into sub-segments in the future
MPVs
SUVs
Compact
cars
Trends in Chinese auto consumer preferences
Country of origin preferences: Independent domestic brands are taking off
and winning market share; Japanese brands remain strong National sales volume by cars' country of origin
30% 34%
19% 19%
21% 19%
14% 13%
10% 8%
7% 6%
2014 2015*
Europe/other
Korea
USA
Germany
Japan
China
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
Share decreased slightly across the board
Continuous innovation and effort in the areas of
appearance, technology and marketing have
resulted in significant growth
Due to strategic variety of vehicle types, growth is stronger than that of German, US or jointly invested brands
Independent brands
Japanese brands
Other foreign-invested brands
Trends in Chinese auto consumer preferences
Crossover structure: Self-owned SUV brands are growing rapidly in low-end markets; foreign-invested SUV brands are seeing significant market penetration in mid- to high-end markets
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015) *foreign brands include jointly invested brands and imports
Self-owned MPV brands
Foreign-invested SUV brands
Self-owned sedan brands
Foreign-invested MPVbrands
Self-owned SUV brands
Foreign-invested sedan brands
Trends in Chinese auto consumer preferences
Foreign-invested SUVs penetrate lower-end markets
Self-owned SUV brands break into mid-to-higher-end markets
33% 44%
3%
2014
12%
2015
<RMB 80,000 RMB 80-120K RMB 120-180K RMB 180-250K
Self-owned
SUV and
MPV brands
show
significant
growth
6%
2014
28%
38%
18%
4%
2015
36%
Self-owned
SUV brands
show
significant
growth
76%
2014
83%
13%
2015
10% 3%
52%
2014 2015
4%
44%
Foreign-
invested
SUVs increase
market share
Self-owned SUV brands break into higher-end markets
49% 33.4% 34% 29%
40% 47%
5% 9% 3% 2%
15% 10%
8% 6%
16% 16%
27% 27%
22% 23%
26% 28%
2014 2015*
5th tier
4th tier
3rd tier
2nd tier
1st tier
City tiers: Auto consumption becoming more widespread;
distribution in 4th- and 5th-tier cities growing noticeably
Nationwide sales volume by city tier
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
With a large market size, increasing purchasing power and distribution channels, 4th- and 5th-tier cities are becoming key sources of growth for auto sales
Already mature markets with little room for growth;
growth is slowing as a result 1st-tier cities
4th- and 5th-tier cities
Trends in Chinese auto consumer preferences
City tiers: Distribution of vehicles under RMB 180K moving toward
4th- and 5th-tier cities Sales volume of vehicles at different price points in different city tiers
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
3% 1% 5% 3% 7% 5% 11% 10% 15% 14% 17% 16% 10% 10%
15% 14%
18% 17%
18% 17% 20% 21%
21% 21% 25% 24%
28% 28%
28% 28%
27% 27%
27% 28% 29% 30% 28%
28%
24% 25%
21% 23%
19% 20%
17% 18% 15% 16%
34% 38% 28% 31% 25% 28% 25% 26%
20% 20% 17% 16%
2014年 2015年
*
2014年 2015年
*
2014年 2015年
*
2014年 2015年
*
2014年 2015年
*
2014年 2015年
*
8万以下 8-12万 12-18万 18-25万 25-40万 40万以上
五级
四级
三级
二级
一级
<80K 80-120K 120-180K 180-250K
250-400K
>400K
Trends in Chinese auto consumer preferences
Regional preferences: Auto sales are concentrated in the east, but sales are rising in the central-west and demand growth is expected
Source(s): Bitauto sales volume index; Roland Berger analysis
In coastal regions and
provinces with high-ranking
GDP, demand for vehicles
remains strong
Central-western regions
contribute around 22% of
national auto sales, but the
average growth rate is higher
than in the east区
Economic downturn or slow
markets has resulted in minimal
growth or negative growth
2015 national passenger vehicle sales volume mapped by major provinces in each region
Trends in Chinese auto consumer preferences
Regional preferences: Central and eastern markets value product class and style, while north-western/south-
western markets value practicality
Source(s): Bitauto sales volume index; Roland Berger analysis
> Focus on vehicle class and performance
> Seek new products released globally
> Focus on price and practicality
> Fondness for older models
Central and northern regions > Generous, warm and
ostentatious
> Care about displaying status
> Purchases made by gut instinct,
value brands and WOM
Eastern and coastal regions > Refined, detail-oriented,
personalized, shrewd
> International view, brand-
conscious
> Consider brand, function and
appearance
South-western regions > Easy-going, practical, WOM,
open-minded
> Seek style and enjoyment
> Focus on stylish appearance
and value
North-western regions > Unrefined, simple, unambitious
> Seek functionality and
simplicity
> Focus on price and WOM
Regional differences in user demands in China's auto market
Trends in Chinese auto consumer preferences
Regional preferences: Northern consumers focus on public opinion, eastern on brands and western on
functionality
Source(s): Bitauto sales volume index; Roland Berger analysis
Central and northern
Eastern and coastal Southwest
Northwest
Vehicle models typically bought by consumers in each region
Average price: RMB 178K
Touran Excelle
MINI
BMW 5 Series
EMGRAND EC7
Representative vehicle models:
Average price: RMB 168K
Satigar Lavida
Jetta
Xuanyi
Avante
Representative vehicle models:
Average price: RMB 160K
Refine S3
Wuling Hongguang Haval H6
Santana
Sportage
Representative vehicle models:
Average price: RMB 164K
科鲁兹三厢 Wuling Hongguang
HavalH6
ChangAn Honor
Bao Jun730
Representative vehicle models:
*classic models were defined as those with the highest sales volume in a given region
Trends in Chinese auto consumer preferences
Trend 1
Youth trend orientation
80s and 90s-generation consumers are gradually becoming the main force for the future auto market
Orientation toward youth trends is driving the restructuring of auto brands, more focus on youth-oriented products and upgrades to consumer experiences
Young consumers' purchasing decisions consider price as well as individuality; economically positioned compact cars are the most popular among them
Increased division of young consumer groups into sub-segments and clearly differentiated options
Young consumers, age 30 and younger, are gradually becoming
the main force in China's auto market
Trends in the makeup of Chinese auto consumers
21% 16% 17%
17%
14% 14%
17%
15% 15%
20%
19% 18%
20%
21% 23%
6% 14% 13%
26-30
<25
2015.1-7 2014 2013
>45
41-45
36-40
31-35
Changes in the ages of auto consumers in China
26%
74% > Peak consumption period passed: The market has already entered a period of relative maturity and slower growth
> Awaiting a boost from upgrades: The demand for trade-ins and upgrades hasn't entirely hit the market yet; market sub-segments are expected to particularly benefit from this additional demand
> Mentality of younger consumers: Cars not viewed as much as "major assets," but more as "ordinary commodities"; car ownership ages are becoming lower
> Young consumers' purchasing power: They have purchasing power and they value individualized experiences
36%
64%
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
Young consumer groups seek out new lifestyles and have
different conceptions of consumption
Trends in the makeup of Chinese auto consumers
Consumers born in the 80s or later now account for
half the population
54%
36% Over a third of consumers are
younger than 30
Online shopping has already become part of young Chinese consumers' lifestyles
Love online shopping
Seek freshness and variety of choices
Reject strict orthodoxy
Crave social sharing
They dislike prescriptive presentations of information and prefer fun and relaxed modes of shopping
They are not satisfied with the status quo and enjoy having a variety of choices
They have a strong sense of group identity and are willing to befriend those who share their sensibilities and tastes
The youth trend in consumers is driving a rethinking of auto
brands, products and strategic layout
Trends in the makeup of Chinese auto consumers
80s- and 90s-generation consumers
Individuality
Fashion
80s- and 90s-generation consumers are
individualists; a car is not just a means
of transportation, but also a means of
fashionably expressing one's identity
Sportiness
60s- and 70s-generation consumers
Status symbol
Comfort
60s-generation consumers are utilitarian
consumers; a car is just a means of transportation
70s-generation consumers are status-seekers; a
car is a status symbol
Durability
Youth orientation is driving the industry to provide more individualized, "smarter" and multidimensional consumer experiences
Trends in the makeup of Chinese auto consumers
Source(s): Roland Berger research
> Comprehensive car-lifestyle experience – Individualization and convenience – Car ownership community network – Integration and transformation of car travel
> High-quality products – Vehicle exterior design – Quality and safety
> Individualized service – Key-customer relationship maintenance – Vehicle customization
> Professional service – Professional sales and after-sales staff – One-time repair success
> One-stop service – Second-hand vehicle services – Auto insurance and financing services
Trends in the changing demands for the consumer experience:
新兴需求
70s- and 80s-generation consumers
Consumers born between '85 and '90
90s-generation consumers
60s- and 70s-generation consumers
60s-generation consumers
Young consumers look for attractive pricing and individualization,
so economical, compact cars are their favorites
Trends in the makeup of Chinese auto consumers
Source(s): Bitauto index - sales volume index (data collected from January to July, 2015)
Pricing of cars purchased by consumers of different ages
Vehicle types purchased by consumers of different ages
Young consumer groups are undergoing further segmentation
and show clear differentiation in preferences
Trends in the makeup of Chinese auto consumers
Vehicle price points considered by young consumers is different professions (TGI index)
a
b
d
Sales/service/tech support
Computing/IT/information
Manufacture/operations/purchasing/logistics
HR/administrative/executive management
Advertising/marketing/media
Accounting/finance/banking/insurance
Architecture/real estate Consulting/legal/education/ research Service industry
Public sector/translation/ other Bio/pharmaceuticals/medical/nursing
Professional
elites
Rising
talent
Balanced
professions
Concrete
professions
Professions with clear purpose
<80K 80-150K 150-250K 250-400K >400K
c
e
122 89 81 99 118
87 96 109 134 129
88 101 117 105 103
116 108 72 72 68
75 96 155 104 102
Source(s): Bitauto user data (the above TGI took consumers below 30 as the base, assigning a base number of 100)
Trend 2
Rising purchasing power of women
China's female auto consumers are a rapidly growing demographic that makes up one third of the market and is expected to grow further in the future
Compared to male consumers, female consumers pay more attention to exterior aesthetics, brand, quality, safety and comfort
The pursuit and preservation of youth is never-ending for female consumers, so the trend of youthfulness in the auto sector is a driving force for female consumers
72%
54% 55%
29% 46% 45%
China's female auto consumers are rapidly growing demographic, make up one third of the market and are expected to grow further in the future
Trends in the makeup of Chinese auto consumers
Source(s): Bitauto index - sales volume index; Roland Berger research
The rapid rise of female consumers in China and their increasing share of the consumer market
But there is still a gap with mature markets and China's female auto consumers still have room for further growth
320
267227
187
144125
2011 2013 2015 2014 2012 2010
Newly registered female car owners [10,000]
Composition of carbuyers:
North America
China
Male
Europe
Female Percent of
female car
owners
17%
Percent of
female car
owners
29%
2010
2015
Female vehicle choices tend to be based on personal feeling, aesthetics, quality and comfort
Trends in the makeup of Chinese auto consumers
Source(s): Roland Berger research
Demands and preferences of female consumers
"I go for the best-looking cars in the best colors. Stylish design is also a
must."
"The most important things are safety and ease of driving"
"Good brands offer more security and
have better design"
"It's best if the car comes with a variety of entertainment systems and features including speakers and automatic parking"
Style and aesthetics
Safety and comfort
Brand Electronic entertainment
24.2%
38.4%
15.0%
12.7%8.0%
8.0%
18.5%
20.9%
16.6%25.1%
13% 10%
36%35%
12%10%
29%
30%
10%
14%22%
19%
21%
34%
31%
13%12%
12%8%
8% 6%
Compared to men, female car owners have higher demands for
vehicle class, appearance and brand
Trends in the makeup of Chinese auto consumers
80-120K
250-400K
180-250K
<80K
120-180K
>400K
Male car owners
Female car owners
Mid-size
Subcompact
SUV
MPV
Mid-size/large
3% 3%
5%
Compact
Male car owners
Female car owners
Japan
Other
China
USA
Korea
France
Germany
3.4%
3.6%
Male car owners
Female car owners
Prices paid by car owners: Vehicle classes chosen: Countries of origin chosen:
Female auto consumers: favor higher-class models
Seek style and attractive designs
Prefer foreign- owned brands
Source(s): Bitauto index - sales volume index
A youthful orientation is the key to unlocking the female auto
consumer market
Trends in the makeup of Chinese auto consumers
Source(s): Bitauto index - sales volume index
57% 54% 44% 43% 41%
43% 46% 56% 57% 59%
12万以下 12-18万 18-25万 25-40万 40万以上
Purchases of cars at different price points by male consumers above or below 35
65% 64% 57% 54% 51%
35% 36% 43% 46% 49%
12万以下 12-18万 18-25万 25-40万 40万以上
Purchases of cars at different price points by female consumers above or below 35
Under 35
Above 35
数据范围:2014年全国已购车用户
• Among auto sales to male customers, low-to-mid-end cars are primarily sold to young men, while high-end cars are primarily sold to older men
• However, among auto sales to female customers, women from the 80s generation or younger are the primary purchasers of cars over 400K;
aligning with female consumers' desire for youthfulness is critical to success
Trend 3
Activation of market demand in lower-tier cities With China's urbanization and market saturation in highly developed cities, the shift of more sales to
lower-tier cities is inevitable
Auto consumption demand lower-tier cities is gradually rising and contributing a larger share of China's overall auto sales
Most auto sales in lower-tier cities are to first-time buyers; consumers tend to be more rational, cautious, practical and economically minded
At the same time, lower-tier cities are also a critical market for luxury cars and are expected to continue to grow steadily in that area
The shift in auto sales volume to lower-tier cities is inevitable
Trends in the makeup of Chinese auto consumers
Source(s): Roland Berger research
Drivers of auto sales growth in lower-tier cities:
Saturation of 1st-and 2nd- tier
markets and a shift of market focus
Purchasing restriction
policies have not yet been
implemented in 3rd- and 4th-tier
cities
Relatively low inventory in 3rd- and
4th-tier cities
A rise in expendable income in
3rd- and 4th-tier cities
Urbanization has increased
urban populations
Rural 14%
4th tier 31%
3rd tier 24%
2nd tier 16%
1st tier
14%
9%
14%
30%
2nd tier
1st tier
3rd tier
Rural 9%
4th tier 38%
Current car-owner market composition:
Expectations for market composition in the coming year:
70%
77%
Note: Beijing, Shanghai, Guangzhou and Shenzhen are classified as 1st-tier cities; provincial capitals and economic hubs are classified as 2nd-tier cities; prefecture-level cites as 3rd-tier cities, and county-level cities as 4th-tier cities
Market share of lower-tier cities
Market share of lower-tier cities
35% 22%
18%
22%
13% 15%
9% 7%
19% 27%
低线城市 发达城市
德系
法系
韩系
美系
日系
中国
其他
12% 7%
36%
32%
10% 15%
2% 6%
29% 32%
11% 7%
低线城市 发达城市
MPV
SUV
中大型车
中型车
紧凑型
小型车
Compared to developed cities, consumers in lower-tier cities rational, cautious, practical and economically minded
Trends in the makeup of Chinese auto consumers
Source(s): Bitauto sales volume index
Note: "Developed cities" are defined as 1st- and 2nd-tier cities; lower-tier cities are defined as 3rd- and 4th-tier cities
20% 9%
23%
16%
32%
31%
10%
14%
9%
16%
6% 13%
低线城市 发达城市
40万及以
上 25-40万
18-25万
12-18万
8-12万
8万以下
250-400K
180-250K
>400K
80-120K
<80K
120-180K Mid-size
Subcompact
SUV
MPV
Mid-size/large
Compact
Japan
Other
China
USA
Korea
France
Germany
Prices paid by car owners: Vehicle classes chosen: Countries of origin chosen:
Consumers in lower-tier cities primarily buy mid-to-low-end vehicle models
MPVs and subcompact cars are favored
Self-owned brands enjoy a competitive edge
Developed cities
Lower-tier cities
Developed cities
Lower-tier cities
Developed cities
Lower-tier cities
Lower-tier cities are also major markets for luxury cars, an area which is expected see continue steady growth
Trends in the makeup of Chinese auto consumers
Source(s): Bitauto sales volume index
Developed cities
2015
62%
38% 40%
2012
59%
41%
2011
58%
42%
2010
54%
46%
2014
61%
39%
2013
60%
Regional sales volume in China's luxury auto market by region
2010-2015 CAGR: 25%
Lower-tier cities
Sales and
distribution
channels of luxury
car OEMs shifting
to lower-tier cities
Even with the
large base market
in lower-tier cities,
there is still space
for more growth
in demand
2010-2015 CAGR: 31%
Note: Luxury cars here are defined by brand, including BMW, Audi, Mercedes-Benz, Infiniti, Acura, Land Rover, Volvo, Lexus, etc., but not sports cars
Note: "Developed cities" are defined as 1st- and 2nd-tier cities; lower-tier cities are defined as 3rd- and 4th-tier cities
Analysis of data collected via the Bitauto network, interpreting
representative consumer groups in China's auto market
Computation and cluster analysis of data reveals representative
consumer groups
Population characteristics
Survey of vehicle type preferences
Car ownership situation
Hobbies and interests
Regional characteristics
Source(s): Bitauto platform user cookies and orders (PC+mobile), January-August, 2015
Cost-conscious young men
• Young, mid-to-low
income
• Utilitarian, simple
demands
• Favors economical
sedans
Men whose careers are taking off
• Mid aged, mid-level salary
• 2nd/3rd-tier city, office job
• Traditional, conservative
• Seeks quality and
practicality
Mature, wealthy men
• Older and successful
• 1st and 2nd tier cities
• Favor high-end brands
and models
Fun-loving small-town guys • 3rd/4th-tier city, low
income
• Young, fun-loving,
sporty
• Favors domestic
SUVs and MPVs
Mature, knowledge-able women
• Older, financially
successful
• Seeks quality and
enjoyment
• Favors mid-to-high-
end foreign cars
Fun-loving female youth
• Fashionable, mid-to-low
income
• Seeks individuality and
variety of choices
• Favors economical
Chinese/Japanese cars
Based on big data gathered by Bitauto, Roland Berger identified each group's characteristics and auto purchasing preferences through cluster analysis of Chinese auto customers and extrapolating those characteristics to define six consumer types
6 types of Chinese auto consumers
1 2
3 4
6
5
Mature, wealthy men: Have high purchasing power, show flexibility in brand choices and favor mid-sized-and-large SUVs
Six types of Chinese auto consumers
High-end consumers that love SUVs
1
SUVs
91%
MPVs
6% Luxury
cars*
3%
80-
150K
14%
150-
250K
12% 250-
400K
51%
400K-1
million
22%
Classic models
Share of vehicles bought at different
prices [%]
Share of vehicles types bought [%]
CR-V & XR-V
RAV4
Escape
ix35
Envision
Touran & Tiguan
Sportage
Compass Q5 & Q7
Variety of brands shows flexibility
Source(s): Bitauto big data; Roland Berger research
*Luxury cars include sports cars
Men whose careers are taking off: Appreciate the VW aesthetic,
are moderate consumers, and are loyal to German brands
Six types of Chinese auto consumers
2
Source(s): Bitauto big data; Roland Berger research
Compact
54% Subcom
pact
13%
Mid-size
25%
Large
7%
German
y
67%
Korea
24%
France
法国
8%
Preference for sedans, especially three-box sedans
Share of vehicles types bought [%]
Breakdown by country of origin [%]
Note: 87% of the models chosen by consumers in this group are three-box sedans
Jetta
Satigar
Lavida
Magotan
Bora
Passat
POLO Golf
A4L A6L
Avante Verna
Classic models
Widespread popularity of German cars
Cost-conscious young men: Seek value above all else; they favor
economical, practical and popular compact cars
Six types of Chinese auto consumers
3
Source(s): Bitauto big data; Roland Berger research
They favor economical Chinese, Japanese and American sedans
Classic models
The top-three most popular compact sedans
Japan
39%
China
31%
USA
25%
Other
5%
Compac
t cars
60%
Subcom
pact
cars
14%
Mid-
size
18%
Mid-size
and
large
4%
Micro-
cars
4%
Share of vehicles types bought [%]
Breakdown by country of origin
[%]
BYD Surui
Chevrolet Malibu
Toyota Carola
SUV
72%
MPV
26%
Other
2% >150K
1%
80-150K
44% <80K
55%
Fun-loving small-town guys: Seek individuality despite small
budget; love domestic SUVs and MPVs
Six types of Chinese auto consumers
4
Source(s): Bitauto big data; Roland Berger research
Seeking individuality despite limited budget
Classic brands
Almost entirely domestic brands
Share of vehicles bought at different
prices [%]
Share of vehicles types bought [%]
Brand German
y
52% Korea
19%
Japan
13%
France
7%
USA
8% Subcom
pact
9%
Compac
t 34%
Mid-size
13%
Mid
size/
large 5%
MPVs
3%
SUVs
36%
Mature, knowledge-able women: Purchasing power + taste =
fans of German cars, especially mid/high-end sedans and SUVs
Six types of Chinese auto consumers
5
Source(s): Bitauto big data; Roland Berger research
Favor mid/high-end sedans and SUVs
Classic brands
Taste and individuality
Share of vehicles types bought [%]
Breakdown by country of origin [%]
VolkswagenSatigar
VolkswagenTougar
AudiA4L
BMW 3 Series
Audi Q5
Quality
Taste
Economical
Fun-loving female youth: Putting cost-effectiveness first and
individuality second, they like many diverse brands and models
Six types of Chinese auto consumers
6
Source(s): Bitauto big data; Roland Berger research
Favor economical sedans and SUVs
Classic brands
Cost-effectiveness and individuality
Share of vehicles bought at different
prices [%]
Breakdown by country of origin [%]
Individuality
Casual
<80K
49% 80-150K
38%
150-
250K
9%
>250K
3%
China中
国
57%
Japan
24%
USA
15%
Other
4% HavalH6
Bao Jun730
CS35/75
Changan Ford Escort
Toyota Carola
Analysis of big data on car buyers reveals three major categories of auto brand consumers with clearly defined characteristics
Customer profiles for representative auto brands in China
Source(s): Bitauto big data; Roland Berger research
BMW
Audi
Mercedes-Benz Porsche
Haval
BYD
Changan
Volkswagen
Toyota
Honda
Ford
Hyundai Chevrolet
Buick
Luxury brands Mid-range jointly owned brands Self-owned domestic brands
• The following brands define three types of auto consumers: 4 luxury brands, 7 mid-range jointly owned brands
and 3 self-owned domestic brands
• The 14 brands listed here make up the majority market share of China's auto sales volume and the connected
consumer groups exhibit clear characteristics
A brand consumer profile can be sketched by combining information such as population characteristics, interests, region, predicted purchases, etc.
Customer profiles for representative auto brands in China
Source(s): Bitauto big data; Roland Berger research
Gender
Age Income
Education
Region
Interests & hobbies
Profession Consumption preferences
Lifestyle
Luxury brand consumers:
Customer profiles for representative auto brands in China
Source(s): Bitauto big data; Roland Berger research
Audi
Senior executives
Audi
Traditional public and private sector executives
• Concentrated in the Yangtze river delta area
• Mostly high-income, highly educated men over the age of 50
• Pay attention to luxury cars; enjoy golf and travel
Golf
Travel Yangtze river delta
Most mature Public officials
Finance
Highly educated
Luxury autos
Audi
Mature conservative bosses
• Relatively mature and older
• Highly educated, high-income men make up the majority
• Many in finance and real estate
• Like to travel
Beijing
Shanghai
Travel South-west
High income Mature
Real estate
Highly educated
Finance
Audi
Racing
Fun-loving new rich
• Young & middle-aged high-income men are the majority
• More female owners than Audi or Mercedes-Benz
• Beijing and Pearl River Delta
• Follow racing and the stock market
Beijing
Travel
Pearl River Delta
Young & middle
aged New rich
Stocks
High income
Audi
Wine tasting
Stylish finance elites
• Young, high-income men make up the majority
• More female owners than Audi or Mercedes-Benz
• 1st- and 2nd-tier cities
• Many work in finance
• Broad interests, trendy
1st/2nd-tier
cities
Travel
Jiangsu, Zhejiang
Young 2nd hand
Finance
Trendy
Luxury autos
Mercedes-Benz BMW Porsche
Jointly invested brand consumers:
Customer profiles for representative auto brands in China
Source(s): Bitauto big data; Roland Berger research
Audi
Northern upper-middle class
Audi
New metropolitan workforce
Audi
Coastal IT elites
• Young/middle aged and mainly middle income
• 1st-tier cities, Yangze River Delta
• Relatively high-end industries such as IT
• Interest in resold apartments and the stock market
Audi
Metropolitan families
• Concentrated in 2nd-tier cities
• Young/middle aged, more female owners, relatively highly educated
• Interested in fashion and shopping
• Pay attention to 2nd-hand cars
Buick
Audi
Real estate
• Middle aged, middle income
• Relatively highly educated
• Concentrated in BJ and TJ
• Wage earners from many different professions
• Enjoy reading and new cars
Novels
Family Middle income
Beijing Tianjin region
Office workers
Intellectual
New cars
Volkswagen Chevrolet
Middle income
Fashion Film fans
Eye candy 2nd/3rd-tier cities
Gaming
Young
• Young/middle aged and mainly middle income
• 2nd/3rd-tier cities
• Average education
• Enjoy films, gaming and fashion
Resold apartments
Stocks
undergrad Yangze River Delta
Relatively mature
1st-tier cities
IT guys
Upper-middle income
2nd-hand cars
Shopping
Women 2nd-tier cities
Relatively mature Real estate
Department stores
Highly educated
Ford
Jointly invested brand consumers:
Customer profiles for representative auto brands in China
Source(s): Bitauto big data; Roland Berger research
Audi
Young urban office workers
Audi
Mature, middle class and in the South
Small city economical
utilitarians
• Young, middle income
• 2nd- and 3rd-tier cites
• Relatively low education
• Love online shopping
Audi
• Mostly young, mid/high income owners with average education
• 2nd- and 3rd-tier cites, esp. in the Pearl River Delta
• Sales, real estate and other mid-high professions
• Like football, manga, gaming
Young
Manga Pearl River Delta
Mid/high income Football
Office workers
Sales
Honda Toyota
Upper-middle income
Hotels Social media
Middle-aged/young Pearl River Delta
Wine tasting
Admin
• Middle-aged/young people slightly more mature than Honda owners, mid/high income, average education
• 1st- and 2nd-tier cites, esp. in the Pearl River Delta
• HR and administrative
• Like wine tasting, hotel travel
Low education
Upper-middle income 2nd- and 3rd-tier cites
Online shopping
Young
Hyundai
Gaming
Self-owned domestic brand consumers:
Customer profiles for representative auto brands in China
Source(s): Bitauto big data; Roland Berger research
Audi
Small city, struggling youth
Audi
Southwestern small-city
fun lovers
Small city middle-aged
business owner
• Older, more mature, mostly men
• 3rd/4th-tier cities
• Production, purchasing
• Lowest levels of education
• Enjoy drinking
Audi
• The youngest consumers
• Low education and income
• Work in mid-to-low-income industries
• Pay attention to new cars
• Read novels, love music
Different city tiers
New cars mid-to-low-income
The youngest
Service industry
Novels
Pop music
BYD Changan
Gaming
Sales, manufacture
Young/middle aged 3rd/4th-tier cities
Film
Southwest
• Young or middle aged, mid-to-low education and income
• 3rd/4th-tier cities, especially in the southeast
• Sales, manufacture
• Enjoy films, manga and gaming
Low education Older, more mature
Middle-aged men Purchasing
Alcohol
Haval
3rd/4th-tier cities low education
Business