BMW#Trend: A Letter from Generation Y

“The average age of Chinese BMW owners is below 35. And there is a tendency of becoming even younger”, said BMW (China) Chinese executives.

According to the consumer insight report developed by RolandBerger and Yiche.com in 2015, car owners aged below 35 holds more than 54% of the auto market share in China. 36% of them are even younger than 30-year-old. It becomes crucial for auto brands to understand the unique features of this audience segment, so as to create resonance with them.

This trend analysis answers the following questions: 1. Who are they? 2. What do they want from the auto brands? 3. What attempts have been made to attract their attention? 

 

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References (Chinese): 
http://socialbeta.com/t/report-90-generation-atitudu-towards-aotomobile
http://www.qdaily.com/articles/19863.html

 

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