Released last week, the American consultancy's 2009 China New Vehicle Intender Study examines automotive brand awareness, consumer perceptions and media habits, along with purchasing considerations among Chinese consumers intending to buy new vehicles within the next 12 months.   

 

According to the study, 23 percent of the respondents rank exterior styling as the most important factor when deciding on a vehicle purchase. Meanwhile, 19 percent choose seating comfort and 17 percent see fuel economy as factors of primary importance. 

 

The study also indicates Audi, BMW and Shanghai Volkswagen have particularly high brand awareness, with more than 85 percent of intenders stating that they had heard of these brands. 

 

When it comes to consideration rates for specific brands, the study shows that new-vehicle intenders in China are more likely to consider international brands than domestic Chinese brands.  

 

Among 45 vehicle brands examined in the study, consideration rates were particularly high for Audi, BMW and Guangzhou Honda.  

 

Among domestic Chinese brands examined, BYD, Chery and Roewe had high consideration rates.  

 

The online study was based on responses by 4,694 new-vehicle purchase intenders. It was fielded between April and May 2009 in 32 major Chinese cities.