The changing Chinese luxury car market

This article argues that a cultural shift in China away from materialism means that the Chinese luxury car market needs to be more creative.

The changing Chinese luxury car market

Rhiannon PriceNorthstar

The cultural shift away from materialism and towards a more cerebral and experiential sense of self means that the Chinese luxury car market must now trade in creativity and ideas to expand its meaning in customers' lives.

China's taste for exhibiting affluence is no secret, and western brands have been quick to take advantage of the world's third-largest buyer of luxury consumer goods. The automotive sector is perhaps the biggest beneficiary of this boom; as the most significant purchase after real estate and the car's role as the ultimate status symbol,...

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