On August 11, China Automotive Industry Association and Nielsen jointly released the "White Paper on Chinese Automobile Consumers" (hereinafter referred to as "White Paper"), which has been jointly released for the fourth consecutive year. In April 2015, the white paper surveyed 700 car buyers in different cities across the country, including existing car owners and potential users, and conducted in-depth research on the impact of purchase restrictions on the new energy vehicle market and consumer demand for cars.
When purchasing new energy vehicles, consumers value price subsidies and expect more implementation of preferential policies for operation and use. According to the White Paper, consumers' purchase intentions for new energy vehicles are highly correlated with the awareness of subsidy policies. 57% of consumers who understand relevant policies are willing to consider buying new energy vehicles, but not consumers who are willing to buy them. The ratio is only 38%. In the first half of 2015, more than 10 industry policies and industry standards related to new energy vehicles were introduced or implemented. However, according to the White Paper, the awareness ratio of these policies is not high, only 53.9%.
In terms of product demand, the White Paper shows that the consumer awareness of pure electric vehicles is much higher than that of plug-in hybrids. Among the respondents who understand the technology, the purchase intention of plug-in hybrid vehicles is Higher than pure electric cars. Zhao Xinzhi, director of Nielsen China's auto industry, said that the electric vehicle market is in a period of transition from policy-driven to consumer-driven. Consumer demand for plug-in hybrid vehicles deserves corporate attention.
The "White Paper" also pointed out that short cruising range, long charging time and few maintenance points are the three major factors hindering the development of new energy vehicles. Insufficient after-sales protection is also a constraint on consumers who plan to purchase new energy vehicles. “Consumers are dissatisfied with new energy products and services, which is not only a challenge for new energy vehicle manufacturers, but also an excellent opportunity for cross-industry cooperation,†Zhao Xinzhi pointed out.
In addition, for the different preferences of consumers in first-tier cities and second- and third-tier cities for plug-in hybrid vehicles and pure electric vehicles, Zhao Xinzhi believes that the needs of different consumers should be considered in the development of enterprises.
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Shandong New Materials Co., Yu Chi , https://www.aojialuo.com