Maintaining the brand DNA - how international car manufacturers adapt to local taste

This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping car manufacturers to make informed judgments about local preferences and price elasticity, and forecasts what the likely acceptance of a car would be if brought to the Chinese market.

Maintaining the brand DNA – how international car manufacturers adapt to local taste

Mingzhu (Amy) QiSinotrust Marketing Research and Consulting Ltd, China

INTRODUCTION

Research Context

Since 1997, China's economy has grown more than 50%, according to the Economist Intelligence Unit. While the rapid economic growth has brought with it a boom in the economy, it has also created greater social stratification. Between the poor and the rich a new middle class has emerged, changing China's social and economic structure. The spending power of the new middle class has created a huge demand for family cars. Private consumption dominates the...

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