Maintaining the brand DNA

Date of publication: February 27, 2006

Catalogue: Automotive 2006

Author: Mingzhu Qi

Abstract:

This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping car manufacturers to make informed judgments about local preferences and price elasticity, and forecasts what the likely acceptance of a car would be if brought to the Chinese market. The results aim to improve car manufacturers' competitive positioning in local markets and positively influence their market share standings.

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