Life in the fast lane: Chinese auto path-to-purchase

Andy Turton

International car brands are increasingly looking towards the fast-growing Eastern markets to boost sales, but their outdated purchase models could undermine their attempts to capture a significant share of first-time car buyers.

Life in the fast lane: Chinese auto path-to-purchase

Andy TurtonTNS Automotive

Car manufacturers can learn from a new real-time study of Chinese car buying which reveals a very different path to purchase than shown by post-purchase research, with unexpectedly rapid decision-making.

With the world car market growing by just 3.5% in the last year, international automotive brands are increasingly looking to fast-growth Eastern markets to take up the slack. However, outdated purchase models risk leaving brands with an incomplete understanding of the buying process in such emerging markets and may well be undermining attempts to capture a significant share...

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