According to the 2023 China Auto Product Attraction Index Research Report released by J.D. Power, a consumer insight and market research organization, on the 17th, the overall attractiveness index of China's traditional fuel vehicle industry has rebounded, and the new car attractiveness index of mainstream brands has bottomed out.
According to the research report, the overall attractiveness index of China's fuel vehicle industry in 2023 will be 738 points (using a 1000-point scale), an improvement of 8 points from 2022, reaching the highest level in the past four years. Among them, the luxury brand charm index jumped from 744 last year to 757 points, and the mainstream brand charm index has also increased, but there is still a gap with luxury brands.
The research report also found that the importance of the attractiveness of automobile products in consumers' car purchase decisions has been increasing year by year. Product design affects as much as 37% of the purchase behavior of the increasing proportion of replacement buyers, and 33% of the first-time buyers and additional buyers. In addition, product charm performance is also highly positively correlated with word-of-mouth recommendation. The higher the charm index score, the stronger the user's willingness to recommend the product.
In addition, the research report shows that traditional fuel vehicles and new energy vehicles go hand in hand: in the current competition between fuel vehicles and new energy vehicles, although the charm index of traditional fuel vehicles (738 points) has improved significantly this year, compared with new energy vehicles The charm index (776 points), the gap between the two has widened to 38 points. The breakthrough directions of the two energy types are different. New energy vehicles have made significant progress in appearance, setting and starting, and driving experience, while traditional fuel vehicles have improved fuel economy, mileage, safety, on-board infotainment systems, and Driving comfort has improved the most.
It is reported that the research on China's auto product charm index focuses on various aspects of new cars to measure fuel vehicle owners' feelings and satisfaction with the charm of auto products, involving 10 vehicle performance categories (appearance, setting and starting, getting on/off, 37 elements of body interior, vehicle performance, driving experience, sense of safety, in-vehicle infotainment system, driving comfort and fuel economy).
The 2023 China Auto Product Charm Index study covers 230 models from 48 brands. Data collection was conducted in 81 major Chinese cities between December 2022 and May 2023.
