automotive

1. TNS.SENSE
SM
Issue 706
the sixth sense of businessTM AUTOMOTIVE June 2007
VEHICLES FROM CHINA: EXPECTATIONS & EMPHASIS
Chinese-made vehicles will be sold in the US sooner that many realize. TNS Automotive
asked 2,500 consumers about their expectations of vehicles made in China and what
attributes of those vehicles should be emphasized in advertisements to be successful.
Expectations of Vehicles Made in China
Consumers’ highest expectations for 0% 5% 10% 15% 20% 25% 30% 35% 40%
vehicles made in China relate to fuel Styling
efficiency and price/value (top chart). Very Competitive
Quality
Over a third of respondents said Chinese Industry Leading
vehicles would be at least “very competitive” Performance
on both measures. The fuel efficiency Fuel Effcny.
expectations could represent a belief that
Warranty
vehicles made in Asia are in general more
fuel efficient, though that same belief did not Price/Value
carry over to quality expectations. Dealer Exp.
What Consumer Say to Emphasis in Ads
0% 20% 40% 60% 80% 100%
Consumers’ advice for advertising content
Styling
was fairly uniform for five of the eight
Quality categories, with the strongest results for
Performance “Fuel Efficiency.” About half of
Fuel Effcny. respondents said fuel efficiency should be
Warranty
the lead point (bottom chart). Consumers
recommended that advertising avoid the
Price/Value
vehicles’ Chinese heritage. Heritage
Dealer Exp.
Emphasize A Lot emphasis had the lowest results and over
Chinese Heritage
Make the Lead Point
half said “Do Not Emphasize” (not shown)
Consumers’ expectations can be opportunities and risks. Opportunities in that consumers
already have some favorable inclinations of Chinese vehicles on fuel efficiency and
price/value; risks in that failing to meet these without otherwise compensating could derail
the launch of Chinese models. The emphasis responses suggest Chinese vehicles sold
under non-Chinese brands may be best poised for success.
TNS is the world’s foremost provider of custom research and analysis, combining in-depth industry sector
understanding with world-class expertise in the areas of new product development, segmentation and positioning
research, brand and advertising research and stakeholder management. For additional information on these
results contact Lincoln Merrihew of TNS Automotive (Lincoln.Merrihew@tns-global.com) or Jennifer Curran of
TNS Marketing (Jennifer.Curran@tns-global.com)