A recent survey conducted by Shangwang revealed that domestic consumers' brand loyalty towards car brands is relatively low. Only 5% of consumers choose the same brand when purchasing a replacement vehicle, while 17% prioritize their original brand but remain open to others. A significant 68% of consumers opt to consider as many different brands as possible, and 10% explicitly refuse to consider their previous brand. The number of consumers who absolutely do not consider their former brand is more than double that of brand loyalists, indicating that domestic automotive brand building still has much room for improvement in areas such as marketing and service influence.
Toyota and Ford demonstrated relatively higher brand loyalty, whereas Chery, Geely, and most other domestic brands showed generally lower levels of consumer loyalty. This contrasts sharply with the overall success of domestic brands in recent years and suggests that these brands need to further learn from and emulate the valuable experiences of well-known international brands, enhancing their own brand-building efforts.
The rapid growth of China's automotive market has made cars accessible to millions of households, deepening the concept of car brands in people's minds. As car purchases become increasingly rational and competition intensifies, brands have become an important factor in consumer decision-making, receiving increasing attention from both manufacturers and consumers.
Currently, the domestic car market is entering a new phase of growth: on one hand, rising living standards are driving demand for higher material comforts; on the other hand, the lifestyle changes brought about by cars are becoming more deeply ingrained. In addition to more families considering buying their first car, many are even planning to purchase second or third vehicles. In this process of replacing cars, brand loyalty plays a crucial role in consumer choices.
Shangwang's survey focused on 22 mainstream domestic car brands, collecting data primarily through online interviews, phone calls, and home visits. Over nearly three months, they gathered 2,300 valid questionnaires from 100 owners of each brand.
Brand factors are gaining prominence, but price remains dominant. The survey showed that brand awareness slightly increases during a second car purchase compared to the first. 19% of consumers consider brand as the primary factor in their second purchase, compared to only 13% during their first purchase. Clearly, real-world driving experiences strengthen brand concepts. Consumers who prioritize quality and service increased by 4% and 6%, respectively, while those prioritizing price, features, and appearance decreased, especially the latter showing a sharp decline. This indicates more rationality in second purchases. However, price remains a key factor, decreasing only slightly from 25% in the first purchase to 23% in the second, reflecting a major characteristic of the Chinese car consumption market.
European and Japanese car brands are the most favored. Among the five types of car brands, European brands are the most preferred by repeat buyers, with a selection rate of 26%. Japanese brands follow closely with 23%. Domestic brands are less popular, chosen by only 16% of consumers, indicating their weaker influence. Korean and American brands are favored by 21% and 14% of consumers, respectively.
Toyota and Ford lead in brand loyalty rankings, while domestic brands generally lag behind. Through comparing consumer preferences in second purchases with their original models, Shangwang found that FAW Toyota users demonstrate the highest brand loyalty, with 37% choosing only or prioritizing their original brand. Chang'an Ford follows at 36%. Unfortunately, domestic brands show disappointing results, with low user loyalty rates like Geely (19%), Chery (19%), and Huncheng Zhonghua (22%), indicating weak recognition and difficulty forming strong brand loyalty.
Brand satisfaction correlates with brand loyalty. Survey results indicate a close relationship between consumer satisfaction and brand loyalty. Satisfaction is a key indicator of loyalty, with high satisfaction often leading to high loyalty. Brands with lower satisfaction tend to have lower loyalty. FAW Toyota, Chang'an Ford, and Shanghai Volkswagen rank top in satisfaction rates at 52%, 45%, and 44%, respectively. Consumer satisfaction during car usage directly influences their next purchase preference.
Quality and service determine consumer brand preference. Results show that during second purchases, consumers place greater emphasis on the quality and service represented by a car brand's image. 24% prefer reputable and reliable brands, while 21% value trustworthy and service-oriented brands, suggesting that the market is gradually returning to rationality after years of development, with consumers making more comprehensive and rational purchase decisions based on practical experience.
In conclusion, brand loyalty measures consumers' emotional attachment to specific car brands, reflected in their consistent preference during model selections. Stronger focus and higher selection rates for a particular car brand indicate deeper consumer loyalty.
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