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

 

BMW#Special Column: Car-Sharing 共享汽车

Along with the lasted boom in the bike-sharing market, the car sharing companies saw their potential to develop the business in China. Car-sharing is expected to accelerate in China as authorities are encouraging growth in the sector.

BMW-i3-DriveNow-1-700x467.jpgBMW has been globally built the car-Sharing service  DriveNow from BMWi, MINI and Sixt that enable people to drive at low rates and remain flexible. Over the last two to three years, BMW China entered into the Chinese car-sharing markets by making collaboration with the car sharing app EZZY,  providing BMW i to the consumer.  (So far only available in Beijing). 

Car2go, a business under German car group Daimler(the parent company of Mercedes-Benz), has deployed vehicles Chongqing as their first stop to open the China market. 

The potential value of car sharing will keep growing in the majority city, it can be seen as an alternative way that luxury car brand keeps the connection with the broader audience, the potential buyers could have the chance to experience the driving pleasure before making the purchase.

In iiMedia Research’s 2017 report, data show that the Chinese car-sharing market has reached 43 million in 2016 and is estimated to be 9.3 billion in 2020. The report also reveals people’s expectation and acceptability, 76.6% of the research participants indicate that they are open to experience this lifestyle. Nevertheless, to gain a more important role in the Chinese market, car sharing is still facing both supports and restrictions.(such as parking lots and car charging points issues).  Read More

Reference: http://www.sohu.com/a/143508305_771212 (Chinese)