Car buyers in China prefer European brands over domestic and Japanese marques - report

2011 BMW 5 Series sedan long wheelbase production, Shenyang Plant, Liaoning, China 31.03.2010
2011 BMW 5 Series sedan long wheelbase production, Shenyang Plant, Liaoning, China 31.03.2010

Respondents to survey say that European brands are considered of high quality and reliability

A new J.D. Power survey of Chinese consumers reveals that European brands are on the rise in popularity in the world's largest auto market.

According to the survey's results, about 32 percent of prospective car buyers would consider a European brand. That's up from a 2009 quotient of only 25 percent.

European brands are now preferred over Japanese ones and domestic marques. 27 percent of respondents said they would consider a Japanese vehicle (a drop from 32 percent in 2009), and 20 percent said a Chinese brand is an option.

The survey revealed that European models get good grades for quality and reliability and state-of-the-art engine and transmission technology. Respondents also said that European brands get strong word-of-mouth endorsements.

Japanese marques have dropped in brand-value in the eyes of Chinese consumers, who now give them lower grades for quality and say the cars don't get recommended from friends and family.

The survey conspicuously left out American brands from the overall conclusions but U.S. marques still fare well in China. GM sold more than 2 million cars in China last year and three GM vehicles topped the list in their respective categories - the Chevy Sail, Chevy Cruze and Buick GL8. 

Chinese buyers rated the Audi A4L (extended wheelbase) the most preferred choice in the premium segment, while the VW Tiguan was the most desired SUV in China.

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Comments (17)

taocishachepan taocishachepan
Chinese prefer European brands ,but European brands are being reproached because the poor reliability.The most outstanding problems is oil consumption troppo
Jul 15th, 2011 11:42am
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Hellbound Hellbound
And car buyers in Europe prefer Chinese, Japanese and US car brands. ....just kidding :)
Jul 15th, 2011 3:34am
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Han Solo Han Solo
I think european cars are the symbol of status in most Asian and developing countries.... Recently, I saw a video where a BMW 3 Series was Autonomously Driving around a test track at very high speed.... They asked Jeremy from Top Gear to sit in the Driver's Seat just in case, but he didn't touch the Steering Wheel or the pedals... BMW and Mercs are definitely the dreams cars for most people here in Asia... I don't know about AUDI...never heard of it...:)
Jul 15th, 2011 3:16am
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status symbols in Asia alone ? ... go tell that to the Russian Mafia where they drive 7-series sedans while going about doing their business .
Jul 16th, 2011 5:41pm
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tom43 tom43
I think we are talking about german cars like Audi, BMW, Mercedes, VW and Porsche. And not about other european brands like Peugeot and Renault (french), Fiat (italian) or Volvo and Saab (swedish).
Jul 15th, 2011 12:12am
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Siawa Siawa
What's so surprising here. Car buyers in US also prefer European brands over domestic ones.
Jul 14th, 2011 11:22pm
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Edison Edison
While I do like European cars, and many are very good and multiple levels, I think these numbers also reflect the desire for status and being perceived as successful. People that now have the means in China want to be seen driving a Mercedes, BMW, or Audi rather than a vehicle from a less-presigious brand. Also, there may be prejudice against Japanese brands because of the history between the two peoples, although, not sure how much that might come into play. Just a thought.
Jul 14th, 2011 6:18pm
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autoficianado autoficianado
well said and exactly right Edison
Jul 14th, 2011 10:50pm
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scratchy996 scratchy996
so they liked Japanese cars, but now they prefer European cars because they just remembered something from their history lessons ?
Jul 15th, 2011 3:00pm
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Edison Edison
Good catch. I read over the article too fast the first time I suppose.
Jul 16th, 2011 2:26am
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eddie eddie
The US brand not only has to pay employees but the UAW so there is less to go around for R&D
Jul 14th, 2011 6:03pm
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bavar bavar
And you think European or Asian manufacturers don't have an UAW equivalent?
Jul 14th, 2011 8:52pm
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schizo schizo
You think the UAW is bad? Take a look at the Hyundai labour union...
Jul 14th, 2011 10:25pm
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scratchy996 scratchy996
German brands have to pay IG Metall.
Jul 15th, 2011 3:02pm
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sensei sensei
And executive salaries and bonuses. I see you GOP knobslobbers always avoid pointing out management failures and instead blame all of Detroit's problems on the workers. You're either pathological liars are balless slaves. Neither option is flattering.
Jul 17th, 2011 9:55am
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CDspeed CDspeed
The best cars in the world are made in or by European manufactures.
Jul 14th, 2011 5:14pm
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really....i wouldn't buy that statement wholesale . I invite you to witness the video of an irate Chinese Lemonghini Gallardo customer smashing his recent purchase to bits...because that certifiable piece of Italian junk refused to start its engines in the first place , precipitated probably by a snooty Lemonghini dealeship which failed to address the problem .
Jul 16th, 2011 5:55pm
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