The generation of Chinese car buyers who were born in the 1990s are looking for style in their first car purchase, according to a Nielsen report.Among those surveyed who were born in the ’90s, the top purchase criteria in choosing a car was safety (54%), followed by exterior design (47%), price (39%) and quality (38%).
In comparison, just 25% of people across all age groups said exterior design was the most important factor.
While car buyers born in the 1960s and 1970s set emphasis on the car’s brand image, its function and the purpose for which the car will be used, the new generation of buyers view cars as expressions of their identity and personality, making the car’s exterior styling a priority.
Chinese buyers are turning to electric cars, “sacrificing some cost efficiency for the green cause,” according to Nielsen.
Buyers are also attracted to turbo-charged engines and Telematics (pre-collision safety and night vision features).
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